在线评论特征对生鲜电商农产品销量的影响——来自淘宝羊肉大数据的证据

为探索在线评论对生鲜电商运营效果的影响,本研究基于信息采纳模型的框架,搭建在线评论作用于销量的理论模型,以生鲜羊肉产品为研究对象,利用Python爬虫的数据采集方式,获取淘宝平台上所有生鲜羊肉产品的月度截面数据,运用"OLS+稳健标准误"逐步回归的方法,从农产品销量的维度分析在线评论的影响,探讨评论区域中获取的评论数量、评论长度、差评数量和可视化评论对生鲜电商农产品销量的直接作用及交互效应。结果表明:在线评论数量、可视化评论能够显著提高生鲜农产品销量,差评数量则会明显降低生鲜电商的销量,而评论长度作用于生鲜农产品销量的效果并不显著。在线评论特征间的交互效应分析表明,差评能够削弱图片以及评论数量对销量的正向作用,图片能够加强评论长度对销量的积极作用,而差评的负面作用能够被评论长度进行一定程度的中和。因此,生鲜电商经营应当注重差评反映的意见,规避差评的重复出现;采用合理措施鼓励消费者进行评论,且撰写含有图片、评论字数较多的评价,均是增进信任机制、促进生鲜电商销量行之有效的办法。

Effects of online-review characteristics on agricultural products sales of fresh e-commerce: Evidence from the big data about mutton products on Taobao platform

In order to explore the impact of online reviews on the operation effect of fresh e-commerce, based on the theoretical framework of Information Adoption Model, a theoretical model is constructed to clarify how the online review influence the fresh products, and exploit the Python crawler to obtain the monthly cross-sectional data of all fresh mutton products on Taobao platform. The effect of online reviews on fresh agricultural products sales is analyzed by OLS method with robust standard error from the perspective of agricultural product sales volume. The direct and interactive effects of online-review number, online-review length, number of negative comments and visual comments on fresh e-commerce sales are discussed. The results show that the number of online reviews and visual reviews can significantly improve the fresh agricultural products sales, while the number of negative reviews tend to decrease the sales volume, and the length of reviews has no significant effect on sales. The analysis of interaction effect between online review features shows that negative reviews can weaken the positive effect of pictures and online-review numbers on sales volume, pictures can strengthen the positive effect of comment length on sales volume, and the negative effect of negative reviews can be neutralized by comment length to a certain extent. Therefore, the fresh e-commerce business should pay attention to the opinions reflected by the negative online reviews to avoid the repetition of these negative ones, and adopt reasonable measures to encourage consumers to comment, and write the evaluation with more pictures and words, which are all effective ways to facilitate trust and promote the fresh e-commerce sales.