中国农业大学学报2018，Vol.23Issue(1)：178-187,10.DOI:10.11841/j.issn.1007-4333.2018.01.21
基于品牌效应的在线评论对稻米销量影响的实证研究
Impact of online reviews on the sales of rice under the influence of brand effect:An empirical study
摘要
Abstract
This study is aimed to explore the relationship among brand and online reviews with the sales of agricultural products,and to understand how the two factors impact the sales of agricultural products.Based on the perspective of brand effect and expanding information model,web crawler technology and statistical methods are used to analyze mechanisms of sales of the agricultural product from two aspects of online reviews.And the influencing factors model of rice sales are constructed which are validated by the actual data.The results show that:The number of reviews is significantly correlated with rice sales.The brand strength,valence,and review temporality have a positive impact on rice sales.Furthermore,the review valence and temporality play a quite significant role on the sales of weak brands,and can weaken the impact of brand strength on rice sales.关键词
在线评论/品牌强度/农产品销量/采纳信息模型Key words
online reviews/brand strength/sales of agricultural product/model of information adoption分类
管理科学引用本文复制引用
王英,杨丹,王乐,张卓,谢鹤鹏,郝会成..基于品牌效应的在线评论对稻米销量影响的实证研究[J].中国农业大学学报,2018,23(1):178-187,10.基金项目
国家自然科学基金项目(71671034) （71671034）
