| 基于品牌效应的在线评论对稻米销量影响的实证研究 |
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| 引用本文： | 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. |
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| 作者姓名： | 王英 杨丹 王乐 张卓 谢鹤鹏 郝会成 |
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| 作者单位： | 东北农业大学工程学院; |
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| 基金项目： | 国家自然科学基金项目（71671034） |
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| 摘 要： | 为探索品牌、在线评论与农产品销量之间的关系以及二者如何对农产品销量产生影响。利用网络爬虫技术和统计方法,基于品牌效应视角,扩展了采纳信息模型,并依据网络中采集的真实在线评论内容,从产品特征和评论特征两个角度出发对稻米农产品进行研究,构建了稻米销量的影响因素模型并运用实际数据分析得到验证。结果表明:评论数量与稻米销量显著相关,品牌强度、评论效价和评论时效度对于稻米销售具有显著的正向影响。此外,评论效价和评论时效度能够削弱品牌强度的作用,对弱势品牌稻米销量具有更为显著的影响。
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| 关 键 词： | 在线评论 品牌强度 农产品销量 采纳信息模型 |
| 收稿时间： | 2017/4/24 0:00:00 |
Impact of online reviews on the sales of rice under the influence of brand effect:An empirical study |
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| WANG Ying,YANG Dan,WANG Le,ZHANG Zhuo,XIE Hepeng and Hao Huicheng.Impact of online reviews on the sales of rice under the influence of brand effect:An empirical study[J].Journal of China Agricultural University,2018,23(1):178-187. |
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| Authors: | WANG Ying YANG Dan WANG Le ZHANG Zhuo XIE Hepeng and Hao Huicheng |
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| Institution: | College of engineering, Northeast Agricultural University, Harbin 150030, China,College of engineering, Northeast Agricultural University, Harbin 150030, China,College of engineering, Northeast Agricultural University, Harbin 150030, China,College of engineering, Northeast Agricultural University, Harbin 150030, China,College of engineering, Northeast Agricultural University, Harbin 150030, China and College of engineering, Northeast Agricultural University, Harbin 150030, China |
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| 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. |
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| Keywords: | online reviews brand strength sales of agricultural product model of information adoption |
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