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论文编号：	14012
作者编号：	2120213274
上传时间：	2023/6/7 17:53:00
中文题目：	产品无关评论对消费者购买意愿的影响
英文题目：	The Impact of Product-Unrelated Comments on Consumers'' Purchase Intention
指导老师：	李凯
中文关键字：	在线评论；双重差分模型；双向固定效应模型；社交电商
英文关键字：	Online comments; Double difference model; Bidirectional fixed effect model; Social commerce
中文摘要：	社交电商规模日益壮大，与传统电商不同的是，前者评论区通常掺杂各类评论。传统电商的评论内容是用户购买商品后，针对商品进行物流、服务、使用体验等的评价，而社交电商的评论区则包含购买前后的评论。本研究将评论分为产品相关评论和产品无关评论，产品无关评论是指浏览者无法从中获得产品有关信息，不能为购买决策提供借鉴的评论。 无关评论由于内容与产品无关因此可能与购买意愿无关，但同时因为增加了产品热度可能对购买意愿有积极影响，其作用效果并不明晰，因而平台方对无关评论并没有采取任何措施。无关评论对于用户购买意愿的影响作用究竟如何？无关评论一方面能够通过知晓效应让产品热度上升并避免热度排斥现象，从而提升用户购买意愿，另一方面则分散了消费者的注意力，降低了用户的购买意愿。可见无关评论对用户购买意愿的作用并不清晰，因此本研究通过收集数据进行实证研究，探究其作用效果。本研究收集了什么值得买平台共计4551篇爆料文章，针对每篇爆料跟踪爬取5-6天评论数据，最后筛选出1696篇爆料文章用于后续研究。其中，在统计时间内有无关评论的爆料共219篇，没有无关评论的爆料共1477篇。 本研究首先使用多时点双重差分模型进行实证分析，发现无关评论会对消费者的购买意愿产生消极影响，基于此对无关评论按照长度进行分组，研究发现，短无关评论对购买意愿呈消极影响，而长无关评论对购买意愿是积极影响，可见虽然无关评论对购买意愿总效应为负，但这可能是由于短评消极作用更加强烈导致其掩盖了长评的积极作用。同时通过调节作用分析可知，无关评论的密度能够负向调节无关评论对购买意愿的影响，无关评论的互动会正向调节无关评论对购买意愿的影响，相对于实用型产品而言，享乐型产品的购买意愿受到无关评论的消极影响更加强烈。此外，本研究进行了拓展研究，使用双向固定效应模型，验证无关评论情感极性对购买意愿的作用，结果表明情感极性并没有显著作用。以上研究结论为平台方提供了针对无关评论的处理建议，并能够通过无关评论预测产品的用户购买意愿。
英文摘要：	The scale of social e-commerce is growing day by day, unlike traditional e-commerce, the former has many kinds of comments. The content of traditional e-commerce comments is about the evaluation of logistics, service, use experience and so on, which is for the goods after the users purchases the goods. Because social e-commerce mainly focuses on the stage of introducing products and draining products, the comments not only have comments written by users who have purchased products. In this study, comments are divided into product-related comments and product-unrelated comments. Product-related comments mainly include product pre-purchase consultation, post-purchase experience, price comparison of similar products and other contents. Browsers can obtain product-related information by reading the relevant comments to provide reference for making purchase decisions. product-unrelated comments mean that customers cannot obtain product-related information from them and the comments cannot provide reference for purchase decisions. Product-unrelated comments may not be related to purchase intention because their content is unrelated to the product, but at the same time, increasing product popularity may have a positive impact on purchase intention, so the platform has not taken any measures to product-unrelated comments. What is the effect of product-unrelated comments on users’ purchase intention? On the one hand, product-unrelated comments can increase the popularity of the product and avoid the phenomenon of heat exclusion through the awareness effect, thus improving the user’s purchase intention; on the other hand, they interfere with the attention of consumers and reduce the user’s purchase intention. It can be seen that the effect of product-unrelated comments on users’ purchase intention is not clear. Therefore, this study conducts empirical research by collecting data to explore its final effect. This study first collected 4551 pieces of the most popular and latest articles in the ranking of what is worth buying on the platform . For each piece of the article, we tracked and crawled 5-6 days of review data, and finally screened 1696 pieces of the article for follow-up research. Among them, there were 219 revelations with product-unrelated comments and 1477 revelations without product-unrelated comments in the statistical time. This study first uses the Staggered difference in difference model to conduct empirical analysis, and finds that the existence of product-unrelated comments will have a negative impact on consumers’ purchase intention, based on this, product-unrelated comments were grouped according to their length. The study found that the short product-unrelated comment group has a negative impact on purchase intention, while the long product-unrelated comment group has a positive impact on purchase intention. It can be seen that although the total effect of product-unrelated comments on purchase intention is negative, However, this may be due to the fact that the negative effects of short product-unrelated comments is more intense, resulting in their masking the positive effects of long product-unrelated comments. At the same time, through the analysis of moderator effect, it can be seen that the density of product-unrelated comments can negatively moderate the impact of irrelevant comments on purchase intention, and the interaction of product-unrelated comments can positively moderate the impact of product-unrelated comments on purchase intention. Compared with practical products, the purchase intention of hedonic products is more strongly affected by the negative impact of product-unrelated comments. Secondly, this study uses a two-way fixed effect model to verify the effect of the emotional polarity of product-unrelated comments on purchase intention. The results show that the emotional polarity has no significant effect. The above research conclusions provide the platform with suggestions for handling irrelevant comments, and can predict the user’s purchase intention of the product through product-unrelated comments.
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