發(fā)布時(shí)間：2018-04-04 03:30

  本文選題：在線評(píng)論　切入點(diǎn)：在線聲譽(yù)　出處：《北京郵電大學(xué)》2015年碩士論文

【摘要】：聲譽(yù),自古以來(lái),一直受到人們無(wú)以倫比的崇尚與堅(jiān)持不懈的追求,任何人,擁有良好的聲譽(yù)才能更好地立于天地之間,任何產(chǎn)品,擁有良好的聲譽(yù)才能受到消費(fèi)者的青睞。此外,在線評(píng)論正處于高速發(fā)展期,各大電商網(wǎng)站都給消費(fèi)者提供了發(fā)表在線評(píng)論的平臺(tái),消費(fèi)者購(gòu)買相關(guān)產(chǎn)品后,可以自由地發(fā)表自己的購(gòu)物體驗(yàn)以及產(chǎn)品使用心得,給后續(xù)的潛在消費(fèi)者提供決策指導(dǎo),由此發(fā)展而來(lái)的在線聲譽(yù)也正受到越來(lái)越多的重視。本文以在線評(píng)論為基礎(chǔ),通過(guò)分詞技術(shù)、情感語(yǔ)義分析構(gòu)建數(shù)學(xué)模型,對(duì)產(chǎn)品的在線聲譽(yù)進(jìn)行研究。主要研究了基于在線評(píng)論的產(chǎn)品在線聲譽(yù)測(cè)度方式,并探究了產(chǎn)品在線聲譽(yù)對(duì)產(chǎn)品銷量的影響作用。主要研究?jī)?nèi)容及成果如下： (1)以合作團(tuán)隊(duì)通過(guò)中文分詞技術(shù)和情感語(yǔ)義分析技術(shù)獲得的產(chǎn)品屬性詞庫(kù)和評(píng)價(jià)情感詞庫(kù)為基礎(chǔ),構(gòu)建產(chǎn)品在線聲譽(yù)測(cè)度模型。在文獻(xiàn)研究的基礎(chǔ)上,本文認(rèn)為在線聲譽(yù),是某一時(shí)間,人們基于自身對(duì)某人或某事物的多維度的感知,在互聯(lián)網(wǎng)上通過(guò)用戶創(chuàng)作內(nèi)容(UGC)表達(dá)出來(lái)的對(duì)某人或某事物的特征或性質(zhì)的評(píng)價(jià)。本研究摒棄了聲譽(yù)傳統(tǒng)的測(cè)度方式—心理態(tài)度量表法,轉(zhuǎn)而借助文本分析和情感語(yǔ)義分析的結(jié)果,通過(guò)構(gòu)建數(shù)學(xué)模型直接基于在線評(píng)論測(cè)度產(chǎn)品的在線聲譽(yù)。 (2)在京東商城上選取了121款手機(jī)的相關(guān)數(shù)據(jù),對(duì)本文所構(gòu)建的產(chǎn)品在線聲譽(yù)測(cè)度模型的可靠性進(jìn)行了驗(yàn)證。為了證明在線聲譽(yù)測(cè)度結(jié)果的可靠性,本文基于模型測(cè)度得道121款手機(jī)的在線聲譽(yù),然后先將其整體與權(quán)威第三方網(wǎng)站上提供的這些手機(jī)的綜合排名進(jìn)行相關(guān)性分析,相關(guān)系數(shù)為-0.320,再?gòu)闹羞x取了兩對(duì)互為競(jìng)品的手機(jī)進(jìn)行對(duì)比分析,結(jié)果均驗(yàn)證了在線聲譽(yù)測(cè)度模型是可靠的。 (3)基于121款手機(jī)的在線聲譽(yù),結(jié)合產(chǎn)品本身屬性和在線評(píng)論數(shù)量特征構(gòu)建計(jì)量經(jīng)濟(jì)學(xué)模型探究在線聲譽(yù)對(duì)產(chǎn)品銷量的影響。為排除變量間的多重共線性,首先進(jìn)行了相關(guān)性分析,發(fā)現(xiàn)在線評(píng)論平均星級(jí)評(píng)分與在線聲譽(yù)存在正相關(guān)關(guān)系,相關(guān)系數(shù)為0.493,因此,分別以在線聲譽(yù)和平均星級(jí)評(píng)分為自變量與產(chǎn)品本身屬性,即控制變量一起構(gòu)建兩個(gè)基礎(chǔ)計(jì)量模型探究其對(duì)產(chǎn)品銷量的影響,發(fā)現(xiàn)在線聲譽(yù)對(duì)產(chǎn)品銷量有顯著正向影響,而平均星級(jí)評(píng)分對(duì)產(chǎn)品銷量無(wú)顯著影響；然后在基礎(chǔ)模型的基礎(chǔ)上逐一引入評(píng)論數(shù)量、差評(píng)率、在線聲譽(yù)與差評(píng)率的交叉項(xiàng),得到的研究結(jié)論有：在線聲譽(yù)、評(píng)論數(shù)量對(duì)手機(jī)銷量有顯著正向影響,且在線聲譽(yù)對(duì)產(chǎn)品銷量的影響受到差評(píng)率的調(diào)節(jié)作用；差評(píng)率對(duì)產(chǎn)品銷量有顯著負(fù)向影響,這表明在研究在線聲譽(yù)對(duì)產(chǎn)品銷量的影響時(shí),評(píng)論數(shù)量和差評(píng)率是不能忽視的。
[Abstract]:Reputation, since ancient times, has been unparalleled respect and persistent pursuit, anyone, have a good reputation can better stand between heaven and earth, any product, have a good reputation can be favored by consumers.In addition, online reviews are in a period of rapid development. All major ecommerce websites provide consumers with a platform for online reviews. After buying related products, consumers are free to publish their own shopping experience and experience in the use of products.The online reputation of future potential consumers is being paid more and more attention as a result of providing decision-making guidance.Based on online reviews, this paper constructs a mathematical model by participle technology and affective semantic analysis to study the online reputation of products.This paper mainly studies the online reputation measurement method of products based on online reviews, and probes into the effect of product online reputation on product sales.The main contents and results of the study are as follows:1) based on the product attribute lexicon and appraising emotion thesaurus obtained by cooperative team through Chinese word segmentation and affective semantic analysis, the online reputation measurement model of product is constructed.Based on the literature research, this paper argues that online reputation is based on people's multidimensional perception of someone or something at a certain time.An evaluation of the characteristics or nature of a person or thing expressed on the Internet through user-generated content.In this study, the traditional measurement of reputation, the psychological attitude scale, is abandoned, and the results of text analysis and emotional semantic analysis are used to construct a mathematical model to measure the online reputation of products directly based on online reviews.Based on the relevant data of 121 mobile phones in JingDong Mall, the reliability of the online reputation measurement model of products constructed in this paper is verified.In order to prove the reliability of the online reputation measurement results, this paper measures the online reputation of 121 mobile phones based on the model, and then analyzes the correlation between the overall and the comprehensive ranking of these mobile phones provided on authoritative third-party websites.The correlation coefficient is -0.320, and then two pairs of competing mobile phones are selected for comparative analysis. The results show that the online reputation measurement model is reliable.Based on the online reputation of 121 mobile phones, this paper constructs an econometric model to explore the impact of online reputation on product sales by combining the properties of products and the quantitative characteristics of online reviews.In order to exclude multiple co-linearity among variables, correlation analysis was carried out first. It was found that there was a positive correlation between the average star rating of online reviews and online reputation, and the correlation coefficient was 0.493.With online reputation and average star rating as independent variables and the attributes of the product itself, two basic econometric models are constructed together to explore the impact of online reputation on product sales, and it is found that online reputation has a significant positive impact on product sales.However, the average star rating has no significant effect on product sales, and then, based on the basic model, the intersections of comment quantity, bad rating rate, online reputation and bad rating rate are introduced one by one, and the results are as follows: online reputation.The number of reviews has a significant positive impact on mobile phone sales, and the impact of online reputation on product sales is regulated by the negative impact of the rating rate on product sales, which indicates that when studying the impact of online reputation on product sales,The number of comments and the poor rating rate cannot be ignored.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6;F713.55

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 王懷明,馬謀超;論品牌經(jīng)營(yíng)的科學(xué)基礎(chǔ)[J];商業(yè)研究;2002年12期

2 王京山;;網(wǎng)絡(luò)聲望初論[J];北京印刷學(xué)院學(xué)報(bào);2008年05期

3 王秦;;從“網(wǎng)上聲譽(yù)管理”看私信息傳播危機(jī)[J];當(dāng)代傳播;2011年01期

4 陸海霞;吳小丁;蘇立勛;;差評(píng)真的那么可怕嗎?——負(fù)面線上評(píng)論對(duì)消費(fèi)者購(gòu)買行為的影響研究[J];北京社會(huì)科學(xué);2014年05期

5 張野;;一種電子商務(wù)環(huán)境下商品聲譽(yù)評(píng)價(jià)方法[J];信息技術(shù);2010年06期

6 陳嫻;;組織形象的飛躍——從美譽(yù)度到忠誠(chéng)度[J];河北省社會(huì)主義學(xué)院學(xué)報(bào);2008年03期

7 張紫瓊;葉強(qiáng);李一軍;;互聯(lián)網(wǎng)商品評(píng)論情感分析研究綜述[J];管理科學(xué)學(xué)報(bào);2010年06期

8 金立印;;網(wǎng)絡(luò)口碑信息對(duì)消費(fèi)者購(gòu)買決策的影響：一個(gè)實(shí)驗(yàn)研究[J];經(jīng)濟(jì)管理;2007年22期

9 李軍;楊艷軍;殷蕾;;提高河北省知名度和美譽(yù)度的對(duì)策建議[J];經(jīng)濟(jì)論壇;2008年16期

10 張東嬌;李桂英;;知名度、美譽(yù)度、定位度:學(xué)校形象的評(píng)價(jià)指標(biāo)[J];教育科學(xué);2006年01期

，

本文編號(hào)：1708172