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

Classified Index: TP391.1 U.D.C.: 681.37 A Dissertation for Master Degree in Management THE EFFECTS OF ONLINE REVIEWS ON SALES AND CUSTOMER PERCEPTION Candidate： Chen Wei Supervisor： Prof. Ye Qiang Academic Degree Applied for： Master of Management Specialty： Management ScienceEngineering Affiliation: School of Management Date of Defence： June, 2008 Degree-Conferring-Institution： Harbin Institute of Technology 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 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 - - I - - - II - 摘要 随着电子商务的普及，互联网客户评论对于人们购买决策的影响能力越来 越大。其影响机制和测量方式成为人们关注的问题。本论文以国内外互联网客 户评论文献和对于电子商网站的观察为基础，通过抓取携程网和卓越网等带评 论机制的电子商务网站的数据，结合文本分类技术，来探讨互联网客户评论的 各种特征对于在线销售和客户认知的影响。 本文首先介绍了互联网客户评论的研究背景和现状，以及国内外研究的结 论。随后论文提出了客户评论对于在线销售和用户认知影响机制的概念模型及 相关的命题假设。接下来介绍了数据抓取和处理过程，最后使用多元线性回归 对命题假设进行了检验，并得到以下结论：（1）评论的评级和文本中包含的情 感倾向会影响产品的销售；（2）管理反馈会对产品的销售产生正面影响；（3） 评论文本的主客观倾向和针对性会影响用户的认知。 在假设检验得到的结论的基础上，本文对企业如何应对互联网客户评论提 出了管理上的建议。 关键词 在线评论；情感倾向；文本分类；在线销售；客户认知 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) an