农林经济管理学报
農林經濟管理學報
농림경제관이학보
Journal of Jiangxi Agricultural University (Social Sciences Edition)
2014年
2期
186-191
,共6页
网络口碑%农产品网络销售%网络口碑弹性模型EK%分位数回归
網絡口碑%農產品網絡銷售%網絡口碑彈性模型EK%分位數迴歸
망락구비%농산품망락소수%망락구비탄성모형EK%분위수회귀
electronic word-of-mouth%online sales of agricultural products%elastic model of electronic word-of-mouth ( EK)%quantile regression
以网络广泛销售的农产品---茶叶为研究对象,在收集并处理网上顾客评论数据的基础上,探究网络口碑对这类农产品线上销售的作用机理。在控制相关内生性因素的前提下,建立农产品网络口碑弹性模型EK ,并对面板数据进行分位数回归分析。结果表明,在农产品网络销售中,网络口碑数量、评分及产品价格对农产品的销售都有显著影响。在不同销量分位数下,各变量对销量的影响不同:口碑数量的弹性趋势相对平稳;口碑评分弹性则呈现出不规则的U型趋势;价格的弹性值均为负,整体走势趋于缓慢上升。
以網絡廣汎銷售的農產品---茶葉為研究對象,在收集併處理網上顧客評論數據的基礎上,探究網絡口碑對這類農產品線上銷售的作用機理。在控製相關內生性因素的前提下,建立農產品網絡口碑彈性模型EK ,併對麵闆數據進行分位數迴歸分析。結果錶明,在農產品網絡銷售中,網絡口碑數量、評分及產品價格對農產品的銷售都有顯著影響。在不同銷量分位數下,各變量對銷量的影響不同:口碑數量的彈性趨勢相對平穩;口碑評分彈性則呈現齣不規則的U型趨勢;價格的彈性值均為負,整體走勢趨于緩慢上升。
이망락엄범소수적농산품---다협위연구대상,재수집병처리망상고객평론수거적기출상,탐구망락구비대저류농산품선상소수적작용궤리。재공제상관내생성인소적전제하,건립농산품망락구비탄성모형EK ,병대면판수거진행분위수회귀분석。결과표명,재농산품망락소수중,망락구비수량、평분급산품개격대농산품적소수도유현저영향。재불동소량분위수하,각변량대소량적영향불동:구비수량적탄성추세상대평은;구비평분탄성칙정현출불규칙적U형추세;개격적탄성치균위부,정체주세추우완만상승。
One brand of tea sold online was selected as the research object .Data of consumers ’ online re-view was used to examine the mechanism of the impact electronic word-of-mouth ( e-wom) has on the sales of agricultural products .Under the premise of control-related endogenous factors , an elastic model of e-wom was established ,and quantile regression analysis on panel data conducted .Analysis showed that in the sales of online agricultural products ,the number and the valance of e-wom,and the price of agricultural products do have a significant impact on the online sales .As sales point places change ,the impact of the factors vary:the e-lasticity of the number of e-wom’s trend is relatively stable;the valance of e-wom’s elasticity takes on an ir-regular U-shaped trend;price elasticity is negative ,and the overall trend tends to rise slowly .