互联网客户评论对在线销售及客户认知的影响研究管理科学与工程专业论文.docxVIP

哈尔滨工业大学管理学硕士学位论文 哈尔滨工业大学管理学硕士学位论文 - - II - Abstract With the development of electronic commerce, the effect online customer reviews on customers’ decision becomes more and more important. How do they affects people’s feeling and sales, and how to measure this effect have become a great research problem. Based on research on customer reviews and our observation of e-commerce websites, we collected data from and , and analyzed the characteristics onf online customer reviews on sales and customer impressions with the help of text classification. We first introduced the background of online customer reviews research, and the results of current research. Then an empirical model was proposed and several hypothesizes were given. After that, we described the research methodology and the data collection and process procedure. We then used multivariate linear regression to test the hypothesizes and got these conclusion: (1) Review ratings and sentimental orientation will affect the sales of products; (2) Managerial response has positive effect on sales; (3) The literal style (objective or subjective) and target (product or retailer) of review text will affect people’s perception of usefulness of reviews. Finally, with these conclusions from our hypothesis, we suggested some management advices for companies. Keywords: Online reviews; Sentimental orientation; Text classification; Online sales; Customer perception - - I - 目录 摘要I HYPERLINK \l _bookmark0 Abstract HYPERLINK \l _bookmark0 II HYPERLINK \l _bookmark1 第 1 章 绪论 HYPERLINK \l _bookmark1 1 HYPERLINK \l _bookmark1 1.1 课题背景 HYPERLINK \l _bookmark1 1 HYPERLINK \l _bookmark2 1.2 研究现状及分析 HYPERLINK \l _bookmark2 3 HYPERLINK \l _bookmark2 1.2.1 关于在线评论的技术导向研究 HYPERLINK \l _bookmark2 3 HYPERLINK \l _bookmark3 1.2.2 关于在线评论的行为导向研究 HYPERLINK \l _bookmark3 4 HYPERLINK \l _bookmark4 1.2.3 关于在线评论的一些结论和研究方向分析 HYPERLINK \l _bookmark4 6 HYPERLINK \l _bookmark5 1.3 主要研究内容 HYPERLINK \l _bookmark5 7 HYPERLINK \l _bookm