跨境电商在线评论有用性研究_kaic

摘    要

跨境电商作为近几年的新生事物，随着国家在政策法律层面的扶持与引导飞速 发展。作为可能造就下一个淘宝的蓝海市场，进口跨境贸易吸引了大量的投资，各 大电商巨头纷纷加入进来，成立自己的跨境电商。跨境电商作为新领域的开拓者， 大多数企业都处于摸索阶段，考虑到传统电商与跨境电商在物流、产品、税收等方 面都存在不同，所以需要学术领域提供适合跨境电商运营的学术成果来引路。
本文研究的问题来源于作者工作中，在公司内部测试中作者发现相对国内产品， 消费者购买海外品牌产品时会花更多时间停留在评论区，同时海外品牌产品的评论 出现两极效应： 一是好评效应被放大，好评对消费者的购买转化率可以达到 5% 。 二是差评率较高，即消费者在消费海外品牌产品时更容易给出差评。为了做好评论 管理工作，作者参阅了相关文献，发现国内几乎没有针对跨境电商评论有用性的研 究，于是提出了本文研究的问题：对于海外品牌产品，什么样的好评可以吸引更多 的顾客购买？什么的样的差评会使顾客放弃购买？从学术角度说就是，对于海外品 牌产品，什么的因素会影响评论有用性？
基于以上问题，本文在梳理了众多评论有用性研究文献的基础上，选择了评论 的情感极性、评论者经验、评论的时间、文字长度、客观性及内容丰富性等六个变 量作为影响评论有用性的因素，这些变量研究结果丰富，论证成熟。此外，根据作 者实际工作经验，在参阅了传播学理论后，加入了评论敏感性作为第七个影响评论 有用性的变量。本文采用了评论有用性广泛使用的回归分析法作为论证方法，数据 搜集源于京东商城自营产品，保证产品品质和服务质量不会影响实验结果。
通过回归分析本文得出以下结论：评论的情感极性、评论的时间、文字长度以 及评论的敏感性三个因素对评论有用性存在显著的正向影响，评论的时间对评论有 用性存在显著的负向影响；而评论者经验、客观性及内容丰富性并不能显著影响消 费者。
本文试图通过以下方面做出理论结合实际的应用创新：
第一：以跨境电商为切入点，关注在商品与消费者存在社会文化屏障情况下评 论有用性的问题。跨境电商作为新生事物，发展迅速，但相关的研究还处于发展站 阶段，学术方面无法提供成熟的智力支持。本文的论题源于实际，关注跨境电商评 论有用性影响因素的问题，以传统电商评论有用性研究结果为基准，寻求适合跨境
电商评论有用性影响因素的模型。
第二：结合工作经验，在评论有用性的研究中引入评论敏感性这个新变量，并 通过数据论证评论中的敏感词汇会引起消费者的注意，显著影响评论的有用性。
 

第三：针对以往研究中对产品品类选取单一的问题，结合跨境电商的营销模式， 本文选取了 70 种海外品牌产品的评论作为样本。以往评论有用性的研究中，许多学 者的评论数目虽然很多，但样本品类单一。跨境电商的商业模式要求用更多的 SKU 和潮流品吸引顾客，因此本文的样本选取了多种深受跨境电商用户欢迎的产品，力 图使研究更为科学严谨。
第四：本文的研究结果指出：消费者在购买海外产品与国内产品时，对评论关 注的重点存在不同。通过实证分析，消费者在购买海外品牌产品时，更关注评论的 情感极性、评论的时间、文字长度以及评论的敏感性四个因素，而评论者经验、客 观性及内容丰富性并不能显著影响消费者。本文的结果与以往学者的研究存在差异， 这说明消费者在购买海外产品与国内产品时，消费的心理活动是不同的，侧重考虑 的因素也不一致。目前关于跨境电商的研究还不成熟，本文对消费者消费心理的进 一步细分，可以帮助跨境电商更加精准的管理运营在线评论，在增加评论带来收益 的同时减少评论造成的损失。

关键词： 跨境电商，评论有用性，海外产品，评论管理策略
 

ABSTRACT

With  the  development  of  national  policy  and  legal   support   ， cross-border e-commerce has developed rapidly in recent years. Capital giant believed cross-border e-commerce is a blue sea and will become the next Taobao.com in the future. So, lots of Online retailers and capita investment have be attracted by cross-border e-commerce. As a pioneer in this field ,most cross-border e-commerce retailers are in accordance with the domestic mature business model in operation, however the supplier logistics, products, tax and other aspects are different between the traditional online retailers and cross-border e-commerce retailers . So, using the old model in the cross-border e-commerce will be difficult.
Came in this paper, we study the problem from the work of the author, the authors conduct electricity business operational class comments, in the internal testing we found consumers will spend more time to stay in the comments section. At the same time, overseas  brand  product  comments  appear  polarization  effect:  the  first  is  favourable comment was be amplified, high praise of consumers buy conversion rate can reach 5%. Then bad review rates is higher, when the consumers buy overseas brand product is easier to make a bad comment . In order to manage comments, the author found that domestic study of cross-border electricity comments usefulness. Proposed in this paper, we study the problem: for overseas brand product, what kind of praise can attract more customers to buy? What kind of bad review will Influence purchase intention? In other words, for overseas brand product, what factors will affect the comments usefulness?
Based on the above problem, this article in combing the research literature on the basis of numerous  comments usefulness,  chose the  emotional polarity,  commentators experience, comment time, word length, objectivity and content richness of six variables as factors that influence the comments on the usefulness of these variables are the results of the study is rich, mature. In addition, according to the actual work experience, the author joined the sensitivity effect as the seventh comment usefulness of variables. This paper adopted the widely used comments useful method of regression analysis method, the author demonstrates the data collected from JD.com mall proprietary products, ensure product quality and service quality will not affect the result of the experiment.
Through the regression analysis in this paper, the following conclusions: the theory of sensibility, polarity of time, text length and comment the sensitivity of the three factors
 

on the comments there were significantly positive influence on usefulness, comment on the time there is significant negative impact on comments usefulness; Their experience of the reviewers, objectivity and content richness did not significantly affect consumers.
This article attempts through the following aspects to make theory combined with the actual application of innovation:
First, we focus on the comments usefulness when the social and cultural barriers exist in goods and consumer As a new thing, cross-border electricity has developed rapidly, but the related research is still in the development stage, the academic aspect cannot provide mature intellectual support. Thesis of this paper is the result of practice, for the first time focus on cross-border electricity comments usefulness influence factors, in the traditional electricity comments useful research results as a benchmark, looking for suitable for cross-border electricity comments usefulness influence factors model.
Second, combined with work experience, we introduced new comments sensitivity this variable. Depend on the data review of sensitive words , we found the sensitive words will obvious influence on the usefulness of comments. Studies of comments useful sexual maturity, samples and consumers mostly belong to the same country, and for cross-border electricity product from overseas, the consumer and the product existence barrier. Only with  the  traditional  factors  affecting  comments  useful  to  explore  the  problems  of comments usefulness, cannot fully reveal some comment on why higher impact for the
consumer.
Then,  according  to  previous  research  on  product  category  selection  in  fewer problems, this article selects the comments of 70 kinds of overseas brand products as sample. Previous comments usefulness of study, the number of comments many scholars although many, but only for products category is less, and cross-border business model requirements of electricity use more SKU and trend of the product to attract customers, so this article chose in the sample of 70 by cross-border electricity business users welcome products, according to the characteristics of cross-border electricity marketing and sales model based on, trying to make the research more scientific and rigorous.
Last, revealed the consumer when buying foreign products and domestic products, to review the focus is different. Through the empirical analysis, this paper results show that when consumer is buying overseas brand products, to focus on the emotional comments polarity, length of time, text to review and comment the sensitivity of the four factors, and reviewers  experience,  objective  and  content  richness  did  not  significantly  affect consumers. In this paper, the results of the research is different with previous scholars,

this  suggests  that  the  consumer  is  buying  foreign  products  and  domestic  products, consumption  of  psychological  activity  is  different,  focus  on  the  problem  of  the consideration is not consistent. At present, the research on cross-border electricity is not yet  mature,  this  article  further  subdivision  of consumers'  psychology,  can  help  the cross-border electricity more accurate management operating online reviews, increasing in comment benefits at the same time to reduce losses.

Keywords: Cross-border e-commerce , Online review, Foreign brands
 

CONTENTS

中文摘要  I
英文摘要  III
1   绪  论  1
1.1  问题背景  1
1.1.1  我国互联网发展现状  1
1.1.2  网络零售发展现状  2
1.1.3  跨境电商成为网络零售新势力  3
1.1.4  在线评论的发展现状  7
1.2  问题提出  9
1.3 研究意义  10
1.3.1  理论意义  10
1.3.2  实践意义  11
1.4 研究步骤  11
2    文献综述  13
2.1 在线评论的相关研究  13
2.1.1  口碑  14
2.1.2  网络口碑与在线评论  15
2.2 评论有用性的相关研究  17
2.3 对文献的梳理及思考  21
3    研究内容  23
3.1 模型来源  23
3.2 本文研究模型及假设  24
4    数据收集及处理  29
4.1 数据来源  29
4.2 数据统计设计  30
4.3 变量的测量  31
5    数据分析  34
5.1 样本分析  34
5.2  回归分析  36
5.3 结果讨论  40
6    研究结果与未来展望  42
6.1 结论与应用创新点  42
6.2 管理启示与研究不足  43
致    谢  47
参考文献  48
附    录  50