導語：電商(shang)品牌營銷與消費者(zhe)在線體(ti)驗(yan)的關系一文來源于網友上傳，不代表本站(zhan)觀點，若(ruo)需要原創文章可咨詢客服老師，歡迎(ying)參考。

內容摘要：在線評論是電商消費中非專業性和低涉入度消費者的重要信息來源。本文構建電商品牌營銷效益、成本與在線評論的互動關系理論分析框架，并以京東商城某品牌家電廚衛產品的消費者在線評論數據為研究對象，實證分析電商品牌營銷與消費者在線體驗互動關系。基于實證(zheng)結論(lun)，本(ben)文提出(chu)相關對(dui)策建議。

關鍵詞：品牌營銷；在線評(ping)論；有用性(xing)；互動關(guan)系(xi)

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目前圍繞消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)在(zai)(zai)線(xian)(xian)評(ping)(ping)(ping)(ping)(ping)論(lun)影(ying)(ying)響(xiang)電(dian)(dian)(dian)(dian)商(shang)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)營(ying)(ying)銷(xiao)(xiao)的(de)(de)(de)(de)相關研(yan)(yan)(yan)究主要集中在(zai)(zai)網絡(luo)評(ping)(ping)(ping)(ping)(ping)論(lun)對消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)福利(li)的(de)(de)(de)(de)影(ying)(ying)響(xiang)，以及電(dian)(dian)(dian)(dian)商(shang)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)營(ying)(ying)銷(xiao)(xiao)中的(de)(de)(de)(de)非真實(shi)消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)在(zai)(zai)線(xian)(xian)評(ping)(ping)(ping)(ping)(ping)論(lun)識別等方面。孟(meng)美任(ren)和丁晟春（2013）基(ji)于(yu)電(dian)(dian)(dian)(dian)商(shang)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)營(ying)(ying)銷(xiao)(xiao)中的(de)(de)(de)(de)消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)匿名在(zai)(zai)線(xian)(xian)評(ping)(ping)(ping)(ping)(ping)論(lun)進行(xing)(xing)(xing)了研(yan)(yan)(yan)究，認為(wei)關于(yu)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)效(xiao)(xiao)應的(de)(de)(de)(de)真實(shi)消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)互(hu)(hu)(hu)動(dong)反(fan)饋能(neng)(neng)夠產生顯(xian)著的(de)(de)(de)(de)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)差別效(xiao)(xiao)應，并提升忠誠消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)對負面在(zai)(zai)線(xian)(xian)評(ping)(ping)(ping)(ping)(ping)論(lun)內容的(de)(de)(de)(de)耐受度。鄭春東等（2015）通(tong)(tong)過(guo)構建中介效(xiao)(xiao)應模型(xing)，實(shi)證檢(jian)驗了網絡(luo)水軍(jun)在(zai)(zai)線(xian)(xian)評(ping)(ping)(ping)(ping)(ping)論(lun)對電(dian)(dian)(dian)(dian)商(shang)營(ying)(ying)銷(xiao)(xiao)中的(de)(de)(de)(de)消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)購買行(xing)(xing)(xing)為(wei)的(de)(de)(de)(de)影(ying)(ying)響(xiang)，研(yan)(yan)(yan)究發(fa)現網絡(luo)水軍(jun)的(de)(de)(de)(de)在(zai)(zai)線(xian)(xian)評(ping)(ping)(ping)(ping)(ping)論(lun)在(zai)(zai)數(shu)量上能(neng)(neng)夠對電(dian)(dian)(dian)(dian)商(shang)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)效(xiao)(xiao)應產生顯(xian)著影(ying)(ying)響(xiang)，這也是(shi)眾多電(dian)(dian)(dian)(dian)商(shang)在(zai)(zai)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)推廣初期雇(gu)傭(yong)網絡(luo)水軍(jun)進行(xing)(xing)(xing)評(ping)(ping)(ping)(ping)(ping)論(lun)宣傳的(de)(de)(de)(de)主要動(dong)因。韓心瑜(yu)和張向達（2018）重點研(yan)(yan)(yan)究了電(dian)(dian)(dian)(dian)商(shang)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)營(ying)(ying)銷(xiao)(xiao)與消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)在(zai)(zai)線(xian)(xian)體驗的(de)(de)(de)(de)互(hu)(hu)(hu)動(dong)關系，通(tong)(tong)過(guo)對電(dian)(dian)(dian)(dian)商(shang)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)營(ying)(ying)銷(xiao)(xiao)中的(de)(de)(de)(de)消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)(fei)情感(gan)互(hu)(hu)(hu)動(dong)分析(xi)發(fa)現，消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)的(de)(de)(de)(de)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)信(xin)任(ren)度是(shi)基(ji)于(yu)其感(gan)知(zhi)(zhi)的(de)(de)(de)(de)易(yi)用性(xing)，同時(shi)易(yi)用性(xing)與有(you)用性(xing)增強(qiang)了消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)與品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)營(ying)(ying)銷(xiao)(xiao)的(de)(de)(de)(de)重復互(hu)(hu)(hu)動(dong)關系，最終形成(cheng)忠實(shi)的(de)(de)(de)(de)消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)購物(wu)行(xing)(xing)(xing)為(wei)。可以看出，消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)在(zai)(zai)線(xian)(xian)評(ping)(ping)(ping)(ping)(ping)論(lun)影(ying)(ying)響(xiang)電(dian)(dian)(dian)(dian)商(shang)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)營(ying)(ying)銷(xiao)(xiao)已經成(cheng)為(wei)廣大(da)學者(zhe)(zhe)(zhe)(zhe)研(yan)(yan)(yan)究的(de)(de)(de)(de)共識，但(dan)目前鮮有(you)文獻通(tong)(tong)過(guo)實(shi)證方法檢(jian)驗電(dian)(dian)(dian)(dian)商(shang)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)營(ying)(ying)銷(xiao)(xiao)中在(zai)(zai)線(xian)(xian)評(ping)(ping)(ping)(ping)(ping)論(lun)信(xin)息(xi)的(de)(de)(de)(de)感(gan)知(zhi)(zhi)有(you)用性(xing)問題。有(you)鑒于(yu)此，本文以京(jing)東商(shang)城(cheng)家電(dian)(dian)(dian)(dian)產品(pin)(pin)(pin)(pin)(pin)(pin)的(de)(de)(de)(de)在(zai)(zai)線(xian)(xian)評(ping)(ping)(ping)(ping)(ping)論(lun)數(shu)據為(wei)研(yan)(yan)(yan)究對象，實(shi)證分析(xi)電(dian)(dian)(dian)(dian)商(shang)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)營(ying)(ying)銷(xiao)(xiao)與消(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)的(de)(de)(de)(de)在(zai)(zai)線(xian)(xian)體驗互(hu)(hu)(hu)動(dong)關系。

模型構建與變量選擇

（一(yi)）理論(lun)分析框架

Zhang等（2006）基(ji)(ji)于在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)線(xian)(xian)(xian)消(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)行為(wei)(wei)(wei)以(yi)及網絡(luo)反饋機制構建了(le)消(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)線(xian)(xian)(xian)評(ping)(ping)(ping)價(jia)影(ying)響消(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)行為(wei)(wei)(wei)的(de)(de)(de)(de)(de)(de)(de)異質性(xing)理(li)論(lun)分(fen)析框架；Sun（2012）在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)此(ci)(ci)基(ji)(ji)礎上完善了(le)網絡(luo)評(ping)(ping)(ping)論(lun)方差(cha)(cha)較大(da)(da)產(chan)(chan)品(pin)(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)品(pin)(pin)(pin)牌營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)介模型。本(ben)文沿用(yong)該思(si)路(lu)并對我國電(dian)商(shang)(shang)交(jiao)易(yi)市場規模較大(da)(da)的(de)(de)(de)(de)(de)(de)(de)京東商(shang)(shang)城家電(dian)產(chan)(chan)品(pin)(pin)(pin)消(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)線(xian)(xian)(xian)評(ping)(ping)(ping)論(lun)內容進行數(shu)(shu)(shu)(shu)理(li)化處理(li)，深入考(kao)察消(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)線(xian)(xian)(xian)評(ping)(ping)(ping)論(lun)感知有用(yong)性(xing)因素(su)(su)。具體理(li)論(lun)分(fen)析框架如下(xia)(xia)：假(jia)設(she)消(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)線(xian)(xian)(xian)消(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)的(de)(de)(de)(de)(de)(de)(de)同(tong)質品(pin)(pin)(pin)牌產(chan)(chan)品(pin)(pin)(pin)只(zhi)有兩種，分(fen)別是(shi)x和(he)(he)(he)y，并由廠(chang)(chang)商(shang)(shang)X和(he)(he)(he)Y進行供(gong)貨。其中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)，x產(chan)(chan)品(pin)(pin)(pin)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)生(sheng)產(chan)(chan)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)存(cun)(cun)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)一(yi)定(ding)(ding)的(de)(de)(de)(de)(de)(de)(de)非(fei)(fei)合(he)(he)(he)意(yi)(yi)(yi)產(chan)(chan)出(chu)(chu)(chu)(chu)z，而Y廠(chang)(chang)商(shang)(shang)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)生(sheng)產(chan)(chan)y產(chan)(chan)品(pin)(pin)(pin)上不(bu)(bu)存(cun)(cun)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)非(fei)(fei)合(he)(he)(he)意(yi)(yi)(yi)產(chan)(chan)出(chu)(chu)(chu)(chu)。消(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)的(de)(de)(de)(de)(de)(de)(de)消(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)價(jia)格(ge)以(yi)y產(chan)(chan)品(pin)(pin)(pin)為(wei)(wei)(wei)基(ji)(ji)準(zhun)計價(jia)物，則消(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)價(jia)格(ge)為(wei)(wei)(wei)：Py=1，Px=P。在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)x和(he)(he)(he)y產(chan)(chan)品(pin)(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)線(xian)(xian)(xian)評(ping)(ping)(ping)價(jia)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)存(cun)(cun)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)G的(de)(de)(de)(de)(de)(de)(de)好評(ping)(ping)(ping)反饋和(he)(he)(he)B的(de)(de)(de)(de)(de)(de)(de)差(cha)(cha)評(ping)(ping)(ping)反饋，設(she)定(ding)(ding)廠(chang)(chang)商(shang)(shang)X和(he)(he)(he)Y在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)生(sheng)產(chan)(chan)同(tong)質產(chan)(chan)品(pin)(pin)(pin)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)存(cun)(cun)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)的(de)(de)(de)(de)(de)(de)(de)市場報酬(chou)(chou)分(fen)別為(wei)(wei)(wei)r和(he)(he)(he)w，存(cun)(cun)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)的(de)(de)(de)(de)(de)(de)(de)要素(su)(su)報酬(chou)(chou)分(fen)別為(wei)(wei)(wei)G_和(he)(he)(he)B_，則消(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)線(xian)(xian)(xian)評(ping)(ping)(ping)價(jia)對品(pin)(pin)(pin)牌營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)產(chan)(chan)生(sheng)的(de)(de)(de)(de)(de)(de)(de)技術(shu)(shu)影(ying)響為(wei)(wei)(wei)：F(g,b)=gδχbχ1-δ，z=x=F(gχ，bχ)，y=H(gy，by)=gβyby1-β在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)消(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)市場規模報酬(chou)(chou)不(bu)(bu)變的(de)(de)(de)(de)(de)(de)(de)條(tiao)件(jian)(jian)下(xia)(xia)，X和(he)(he)(he)Y廠(chang)(chang)商(shang)(shang)的(de)(de)(de)(de)(de)(de)(de)品(pin)(pin)(pin)牌營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)是(shi)投入要素(su)(su)的(de)(de)(de)(de)(de)(de)(de)單(dan)調遞增凹函(han)(han)數(shu)(shu)(shu)(shu)。基(ji)(ji)于非(fei)(fei)合(he)(he)(he)意(yi)(yi)(yi)產(chan)(chan)出(chu)(chu)(chu)(chu)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)不(bu)(bu)同(tong)廠(chang)(chang)商(shang)(shang)間存(cun)(cun)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)差(cha)(cha)異，因此(ci)(ci)X廠(chang)(chang)商(shang)(shang)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)品(pin)(pin)(pin)牌營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)的(de)(de)(de)(de)(de)(de)(de)非(fei)(fei)合(he)(he)(he)意(yi)(yi)(yi)產(chan)(chan)出(chu)(chu)(chu)(chu)方案應控制技術(shu)(shu)影(ying)響中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)θ的(de)(de)(de)(de)(de)(de)(de)比(bi)例，即增加(jia)x產(chan)(chan)品(pin)(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)線(xian)(xian)(xian)好評(ping)(ping)(ping)，據此(ci)(ci)可以(yi)推(tui)斷(duan)出(chu)(chu)(chu)(chu)X廠(chang)(chang)商(shang)(shang)的(de)(de)(de)(de)(de)(de)(de)合(he)(he)(he)意(yi)(yi)(yi)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)與(yu)(yu)非(fei)(fei)合(he)(he)(he)意(yi)(yi)(yi)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)綜合(he)(he)(he)性(xing)技術(shu)(shu)影(ying)響框架模型為(wei)(wei)(wei)：x(gx,bx)=F((1-θ)gχ，(1-θ)bχ)=(1-θ)F(gχ,bχ)=(1-θ)gδχbχ1-δ，z=φ(θ)F(gχ,bχ)上式中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)，φ(θ)為(wei)(wei)(wei)消(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)線(xian)(xian)(xian)好評(ping)(ping)(ping)G轉換成的(de)(de)(de)(de)(de)(de)(de)品(pin)(pin)(pin)牌營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)效(xiao)果，φ(θ)=(1-θ)1/α，0<α<1。與(yu)(yu)此(ci)(ci)同(tong)時(shi)，X廠(chang)(chang)商(shang)(shang)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)生(sheng)產(chan)(chan)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)非(fei)(fei)合(he)(he)(he)意(yi)(yi)(yi)產(chan)(chan)出(chu)(chu)(chu)(chu)z存(cun)(cun)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)的(de)(de)(de)(de)(de)(de)(de)非(fei)(fei)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)線(xian)(xian)(xian)評(ping)(ping)(ping)論(lun)品(pin)(pin)(pin)牌營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)影(ying)響為(wei)(wei)(wei)：z=φ(θ)F(gχ,bχ)=(1-θ)1/αF(gχ,bχ)=(1-θ)1/αgδχbχ1-δ電(dian)商(shang)(shang)X對產(chan)(chan)品(pin)(pin)(pin)x的(de)(de)(de)(de)(de)(de)(de)凈營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)函(han)(han)數(shu)(shu)(shu)(shu)為(wei)(wei)(wei)：χ=zαF1-α=zα[gδχbχ1-δ]1-α根據企(qi)業生(sheng)產(chan)(chan)成本(ben)最(zui)小化和(he)(he)(he)利益最(zui)大(da)(da)化原則，在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)消(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)線(xian)(xian)(xian)評(ping)(ping)(ping)價(jia)約束下(xia)(xia)的(de)(de)(de)(de)(de)(de)(de)X和(he)(he)(he)Y需(xu)要控制θ中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)g和(he)(he)(he)b投入產(chan)(chan)出(chu)(chu)(chu)(chu)的(de)(de)(de)(de)(de)(de)(de)最(zui)優，即在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)消(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)線(xian)(xian)(xian)評(ping)(ping)(ping)論(lun)g和(he)(he)(he)b中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)滿足(zu)以(yi)下(xia)(xia)約束條(tiao)件(jian)(jian)：電(dian)商(shang)(shang)X在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)實(shi)際營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)非(fei)(fei)期望產(chan)(chan)出(chu)(chu)(chu)(chu)z必然面對消(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)線(xian)(xian)(xian)評(ping)(ping)(ping)論(lun)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)一(yi)定(ding)(ding)比(bi)例的(de)(de)(de)(de)(de)(de)(de)差(cha)(cha)評(ping)(ping)(ping)內容，消(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)線(xian)(xian)(xian)差(cha)(cha)評(ping)(ping)(ping)與(yu)(yu)品(pin)(pin)(pin)牌營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)成本(ben)存(cun)(cun)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)正比(bi)例關(guan)系，即電(dian)商(shang)(shang)X在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)產(chan)(chan)品(pin)(pin)(pin)x的(de)(de)(de)(de)(de)(de)(de)凈營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)函(han)(han)數(shu)(shu)(shu)(shu)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)需(xu)要投入更多的(de)(de)(de)(de)(de)(de)(de)要素(su)(su)來彌(mi)補營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)效(xiao)果的(de)(de)(de)(de)(de)(de)(de)下(xia)(xia)滑。假(jia)設(she)λ為(wei)(wei)(wei)非(fei)(fei)合(he)(he)(he)意(yi)(yi)(yi)產(chan)(chan)出(chu)(chu)(chu)(chu)z在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)線(xian)(xian)(xian)差(cha)(cha)評(ping)(ping)(ping)的(de)(de)(de)(de)(de)(de)(de)單(dan)位糾(jiu)正成本(ben)，則x產(chan)(chan)品(pin)(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)新(xin)成本(ben)函(han)(han)數(shu)(shu)(shu)(shu)為(wei)(wei)(wei)：在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)滿足(zu)電(dian)商(shang)(shang)交(jiao)易(yi)市場自(zi)由進出(chu)(chu)(chu)(chu)的(de)(de)(de)(de)(de)(de)(de)零利潤條(tiao)件(jian)(jian)下(xia)(xia)，通過(guo)求導成本(ben)函(han)(han)數(shu)(shu)(shu)(shu)可以(yi)得出(chu)(chu)(chu)(chu)x產(chan)(chan)品(pin)(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)消(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)在(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)(zai)線(xian)(xian)(xian)差(cha)(cha)評(ping)(ping)(ping)糾(jiu)正密度函(han)(han)數(shu)(shu)(shu)(shu)為(wei)(wei)(wei)：e=z/χ=αp/γ≤1。

（二）研究變量設計(ji)

消(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)(zhe)的(de)(de)(de)(de)(de)(de)(de)(de)(de)電商(shang)(shang)(shang)(shang)消(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)在(zai)(zai)(zai)(zai)線(xian)(xian)評(ping)(ping)(ping)論(lun)(lun)(lun)(lun)內容(rong)十分(fen)豐富(fu)，其中既包括了(le)對(dui)產(chan)品(pin)(pin)(pin)(pin)(pin)(pin)使用(yong)(yong)(yong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)概(gai)括性(xing)(xing)差評(ping)(ping)(ping)與好評(ping)(ping)(ping)，也包括了(le)評(ping)(ping)(ping)論(lun)(lun)(lun)(lun)長(chang)度(du)(du)(du)、有用(yong)(yong)(yong)性(xing)(xing)投(tou)票等能(neng)(neng)(neng)夠(gou)有效(xiao)(xiao)反(fan)映消(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)(zhe)感(gan)知與滿意度(du)(du)(du)的(de)(de)(de)(de)(de)(de)(de)(de)(de)情(qing)感(gan)評(ping)(ping)(ping)論(lun)(lun)(lun)(lun)。本(ben)文(wen)借鑒(jian)趙鍇(kai)等（2018）和楊東紅(hong)等（2019）對(dui)消(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)(zhe)在(zai)(zai)(zai)(zai)線(xian)(xian)評(ping)(ping)(ping)論(lun)(lun)(lun)(lun)的(de)(de)(de)(de)(de)(de)(de)(de)(de)量(liang)化研究(jiu)(jiu)方(fang)法，選(xuan)擇京東商(shang)(shang)(shang)(shang)城(cheng)消(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)(zhe)在(zai)(zai)(zai)(zai)線(xian)(xian)評(ping)(ping)(ping)論(lun)(lun)(lun)(lun)中的(de)(de)(de)(de)(de)(de)(de)(de)(de)評(ping)(ping)(ping)論(lun)(lun)(lun)(lun)長(chang)度(du)(du)(du)、有用(yong)(yong)(yong)性(xing)(xing)投(tou)票及評(ping)(ping)(ping)論(lun)(lun)(lun)(lun)回(hui)(hui)復(fu)(fu)數(shu)(shu)(shu)為(wei)(wei)本(ben)文(wen)實證(zheng)檢驗的(de)(de)(de)(de)(de)(de)(de)(de)(de)三類消(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)(zhe)在(zai)(zai)(zai)(zai)線(xian)(xian)評(ping)(ping)(ping)論(lun)(lun)(lun)(lun)指(zhi)(zhi)標。具體(ti)(ti)如下(xia)：評(ping)(ping)(ping)論(lun)(lun)(lun)(lun)長(chang)度(du)(du)(du)：主要(yao)指(zhi)(zhi)消(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)(zhe)在(zai)(zai)(zai)(zai)兩個電商(shang)(shang)(shang)(shang)平臺各品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)消(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)后(hou)(hou)在(zai)(zai)(zai)(zai)線(xian)(xian)評(ping)(ping)(ping)論(lun)(lun)(lun)(lun)內容(rong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)字數(shu)(shu)(shu)。唐曉波（2014）、朱娟（2017）和曲佳(jia)彬(bin)（2018）等眾多(duo)學者(zhe)(zhe)(zhe)(zhe)(zhe)的(de)(de)(de)(de)(de)(de)(de)(de)(de)研究(jiu)(jiu)表明，電商(shang)(shang)(shang)(shang)消(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)的(de)(de)(de)(de)(de)(de)(de)(de)(de)用(yong)(yong)(yong)戶評(ping)(ping)(ping)論(lun)(lun)(lun)(lun)內容(rong)包含了(le)對(dui)購買相關產(chan)品(pin)(pin)(pin)(pin)(pin)(pin)或(huo)(huo)服(fu)務的(de)(de)(de)(de)(de)(de)(de)(de)(de)豐富(fu)程(cheng)度(du)(du)(du)，而(er)評(ping)(ping)(ping)論(lun)(lun)(lun)(lun)字數(shu)(shu)(shu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)數(shu)(shu)(shu)量(liang)能(neng)(neng)(neng)夠(gou)有效(xiao)(xiao)體(ti)(ti)現消(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)(zhe)對(dui)電商(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)營(ying)(ying)(ying)銷(xiao)(xiao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)情(qing)感(gan)接受或(huo)(huo)反(fan)饋(kui)態度(du)(du)(du)。因此，本(ben)文(wen)把(ba)消(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)(zhe)在(zai)(zai)(zai)(zai)線(xian)(xian)評(ping)(ping)(ping)論(lun)(lun)(lun)(lun)的(de)(de)(de)(de)(de)(de)(de)(de)(de)評(ping)(ping)(ping)論(lun)(lun)(lun)(lun)長(chang)度(du)(du)(du)作(zuo)為(wei)(wei)實證(zheng)檢驗的(de)(de)(de)(de)(de)(de)(de)(de)(de)核(he)(he)心解釋變(bian)量(liang)之一。有用(yong)(yong)(yong)性(xing)(xing)投(tou)票：主要(yao)指(zhi)(zhi)京東商(shang)(shang)(shang)(shang)城(cheng)針對(dui)電商(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)營(ying)(ying)(ying)銷(xiao)(xiao)設置的(de)(de)(de)(de)(de)(de)(de)(de)(de)用(yong)(yong)(yong)戶有用(yong)(yong)(yong)性(xing)(xing)投(tou)票數(shu)(shu)(shu)據。楊東紅(hong)等（2019）研究(jiu)(jiu)消(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)(zhe)在(zai)(zai)(zai)(zai)線(xian)(xian)評(ping)(ping)(ping)論(lun)(lun)(lun)(lun)的(de)(de)(de)(de)(de)(de)(de)(de)(de)有用(yong)(yong)(yong)性(xing)(xing)投(tou)票時(shi)發(fa)現，該(gai)指(zhi)(zhi)標能(neng)(neng)(neng)夠(gou)讓(rang)電商(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)營(ying)(ying)(ying)銷(xiao)(xiao)商(shang)(shang)(shang)(shang)更(geng)好地(di)對(dui)市場消(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)(zhe)進(jin)行忠誠(cheng)度(du)(du)(du)的(de)(de)(de)(de)(de)(de)(de)(de)(de)篩選(xuan)；Mudambi S.M.等（2014）研究(jiu)(jiu)也發(fa)現有用(yong)(yong)(yong)性(xing)(xing)投(tou)票對(dui)電商(shang)(shang)(shang)(shang)體(ti)(ti)驗類產(chan)品(pin)(pin)(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)(de)(de)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)營(ying)(ying)(ying)銷(xiao)(xiao)能(neng)(neng)(neng)夠(gou)提供客觀有效(xiao)(xiao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)決(jue)策(ce)依據。基(ji)于此，本(ben)文(wen)把(ba)電商(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)營(ying)(ying)(ying)銷(xiao)(xiao)有用(yong)(yong)(yong)性(xing)(xing)投(tou)票作(zuo)為(wei)(wei)另一核(he)(he)心解釋變(bian)量(liang)。評(ping)(ping)(ping)論(lun)(lun)(lun)(lun)回(hui)(hui)復(fu)(fu)數(shu)(shu)(shu)：主要(yao)指(zhi)(zhi)消(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)(zhe)在(zai)(zai)(zai)(zai)京東商(shang)(shang)(shang)(shang)城(cheng)進(jin)行電商(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)產(chan)品(pin)(pin)(pin)(pin)(pin)(pin)消(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)發(fa)表評(ping)(ping)(ping)論(lun)(lun)(lun)(lun)后(hou)(hou)引(yin)發(fa)的(de)(de)(de)(de)(de)(de)(de)(de)(de)其他(ta)同(tong)類產(chan)品(pin)(pin)(pin)(pin)(pin)(pin)消(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)(zhe)或(huo)(huo)潛在(zai)(zai)(zai)(zai)消(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)(zhe)的(de)(de)(de)(de)(de)(de)(de)(de)(de)互動回(hui)(hui)應個數(shu)(shu)(shu)。李中梅等（2017）和曲佳(jia)彬(bin)（2018）等學者(zhe)(zhe)(zhe)(zhe)(zhe)在(zai)(zai)(zai)(zai)研究(jiu)(jiu)消(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)(zhe)在(zai)(zai)(zai)(zai)線(xian)(xian)評(ping)(ping)(ping)論(lun)(lun)(lun)(lun)的(de)(de)(de)(de)(de)(de)(de)(de)(de)評(ping)(ping)(ping)論(lun)(lun)(lun)(lun)回(hui)(hui)復(fu)(fu)有效(xiao)(xiao)性(xing)(xing)中發(fa)現，電商(shang)(shang)(shang)(shang)消(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)后(hou)(hou)產(chan)生的(de)(de)(de)(de)(de)(de)(de)(de)(de)消(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)(zhe)在(zai)(zai)(zai)(zai)線(xian)(xian)好評(ping)(ping)(ping)對(dui)產(chan)品(pin)(pin)(pin)(pin)(pin)(pin)銷(xiao)(xiao)售影響一般，而(er)附帶圖(tu)片的(de)(de)(de)(de)(de)(de)(de)(de)(de)中評(ping)(ping)(ping)或(huo)(huo)差評(ping)(ping)(ping)能(neng)(neng)(neng)夠(gou)引(yin)起(qi)更(geng)多(duo)其他(ta)消(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)(zhe)的(de)(de)(de)(de)(de)(de)(de)(de)(de)互動回(hui)(hui)復(fu)(fu)，并向(xiang)潛在(zai)(zai)(zai)(zai)消(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)(zhe)傳(chuan)遞(di)明顯的(de)(de)(de)(de)(de)(de)(de)(de)(de)消(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)決(jue)策(ce)信號(hao)。因此，本(ben)文(wen)把(ba)電商(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)營(ying)(ying)(ying)銷(xiao)(xiao)中消(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)費(fei)(fei)(fei)(fei)者(zhe)(zhe)(zhe)(zhe)(zhe)在(zai)(zai)(zai)(zai)線(xian)(xian)評(ping)(ping)(ping)論(lun)(lun)(lun)(lun)后(hou)(hou)的(de)(de)(de)(de)(de)(de)(de)(de)(de)回(hui)(hui)復(fu)(fu)數(shu)(shu)(shu)作(zuo)為(wei)(wei)又(you)一核(he)(he)心解釋變(bian)量(liang)。

（三）數(shu)據抓取與處理

在(zai)(zai)數(shu)(shu)據獲取與處(chu)(chu)理方面：本文(wen)使用(yong)網絡爬蟲軟件，以2018年京東(dong)商城中(zhong)(zhong)某品(pin)牌(pai)家庭(ting)廚衛(wei)類產(chan)品(pin)的(de)(de)(de)(de)(de)消費(fei)(fei)(fei)(fei)者(zhe)在(zai)(zai)線(xian)評(ping)(ping)(ping)(ping)論為(wei)(wei)研(yan)究(jiu)對象，分(fen)別抓取平(ping)臺品(pin)牌(pai)類家電(dian)消費(fei)(fei)(fei)(fei)評(ping)(ping)(ping)(ping)論內(nei)容(rong)中(zhong)(zhong)的(de)(de)(de)(de)(de)好評(ping)(ping)(ping)(ping)、中(zhong)(zhong)評(ping)(ping)(ping)(ping)和差評(ping)(ping)(ping)(ping)。由于(yu)消費(fei)(fei)(fei)(fei)者(zhe)在(zai)(zai)線(xian)評(ping)(ping)(ping)(ping)論中(zhong)(zhong)的(de)(de)(de)(de)(de)形式和內(nei)容(rong)復雜多樣，且(qie)(qie)存在(zai)(zai)大(da)量的(de)(de)(de)(de)(de)無效(xiao)評(ping)(ping)(ping)(ping)論，為(wei)(wei)提(ti)高研(yan)究(jiu)的(de)(de)(de)(de)(de)準確性，本文(wen)采取的(de)(de)(de)(de)(de)處(chu)(chu)理方法(fa)如(ru)(ru)下：刪除操作：對評(ping)(ping)(ping)(ping)論內(nei)容(rong)毫(hao)無意義，如(ru)(ru)“無”等以及(ji)“此用(yong)戶未(wei)進(jin)(jin)行評(ping)(ping)(ping)(ping)論”的(de)(de)(de)(de)(de)在(zai)(zai)線(xian)評(ping)(ping)(ping)(ping)論進(jin)(jin)行刪除；篩選操作：對評(ping)(ping)(ping)(ping)論內(nei)容(rong)多，且(qie)(qie)明顯重復或(huo)者(zhe)為(wei)(wei)廣告的(de)(de)(de)(de)(de)在(zai)(zai)線(xian)評(ping)(ping)(ping)(ping)論進(jin)(jin)行篩選；分(fen)箱處(chu)(chu)理：根據MDLP熵(shang)(shang)分(fen)組(zu)分(fen)箱法(fa)把(ba)消費(fei)(fei)(fei)(fei)者(zhe)在(zai)(zai)線(xian)評(ping)(ping)(ping)(ping)論中(zhong)(zhong)的(de)(de)(de)(de)(de)非連續自變(bian)量數(shu)(shu)據進(jin)(jin)行分(fen)類處(chu)(chu)理，進(jin)(jin)行MDLP 熵(shang)(shang)分(fen)組(zu)。其中(zhong)(zhong)，消費(fei)(fei)(fei)(fei)者(zhe)在(zai)(zai)線(xian)評(ping)(ping)(ping)(ping)論的(de)(de)(de)(de)(de)信(xin)息(xi)增益(yi)為(wei)(wei)前后(hou)的(de)(de)(de)(de)(de)信(xin)息(xi)熵(shang)(shang)之(zhi)差，且(qie)(qie)信(xin)息(xi)增益(yi)越大(da)則分(fen)組(zu)更(geng)有效(xiao)。實現分(fen)組(zu)有效(xiao)的(de)(de)(de)(de)(de)信(xin)息(xi)增益(yi)條(tiao)件如(ru)(ru)下：Gains(X,T,S)>log2(N-1)/N+(X,T,S)/N經過數(shu)(shu)據爬蟲的(de)(de)(de)(de)(de)抓取和處(chu)(chu)理，最終得(de)到(dao)本文(wen)實證檢驗的(de)(de)(de)(de)(de)關于(yu)電(dian)商品(pin)牌(pai)營銷產(chan)品(pin)消費(fei)(fei)(fei)(fei)者(zhe)在(zai)(zai)線(xian)評(ping)(ping)(ping)(ping)論118842條(tiao)，其中(zhong)(zhong)好評(ping)(ping)(ping)(ping)數(shu)(shu)量為(wei)(wei)87944條(tiao)，中(zhong)(zhong)評(ping)(ping)(ping)(ping)數(shu)(shu)量為(wei)(wei)10695條(tiao)，差評(ping)(ping)(ping)(ping)數(shu)(shu)量為(wei)(wei)20203條(tiao)。

電商營銷中消費者在線評論信息感知有用性實證檢驗

（一）基準回歸

本(ben)文(wen)以處理后的(de)(de)(de)(de)(de)(de)在(zai)(zai)線(xian)評(ping)論(lun)(lun)數(shu)據(ju)為(wei)解釋變量(liang)，以該(gai)(gai)(gai)品(pin)(pin)(pin)(pin)牌的(de)(de)(de)(de)(de)(de)銷量(liang)為(wei)被(bei)解釋變量(liang)，采用(yong)穩健(jian)的(de)(de)(de)(de)(de)(de)OLS 模(mo)型對(dui)消(xiao)(xiao)費(fei)(fei)者(zhe)(zhe)(zhe)在(zai)(zai)線(xian)評(ping)論(lun)(lun)信息(xi)(xi)感知有(you)(you)(you)用(yong)性(xing)進(jin)行分(fen)類(lei)基準回(hui)歸，檢(jian)(jian)驗(yan)(yan)結(jie)(jie)果(guo)如表(biao)1所示(shi)。根(gen)據(ju)表(biao)1回(hui)歸結(jie)(jie)果(guo)，模(mo)型（1）顯示(shi)消(xiao)(xiao)費(fei)(fei)者(zhe)(zhe)(zhe)總體(ti)的(de)(de)(de)(de)(de)(de)在(zai)(zai)線(xian)評(ping)論(lun)(lun)及方差(cha)對(dui)京東(dong)商(shang)(shang)城家電(dian)產(chan)品(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)(de)品(pin)(pin)(pin)(pin)牌營銷產(chan)生顯著(zhu)(zhu)影響，說明(ming)了(le)(le)(le)在(zai)(zai)線(xian)評(ping)論(lun)(lun)中的(de)(de)(de)(de)(de)(de)評(ping)論(lun)(lun)長度(du)、有(you)(you)(you)用(yong)性(xing)投(tou)票(piao)和評(ping)論(lun)(lun)回(hui)復(fu)數(shu)與電(dian)商(shang)(shang)品(pin)(pin)(pin)(pin)牌營銷之間(jian)可能(neng)(neng)存在(zai)(zai)異(yi)質(zhi)性(xing)影響，不(bu)能(neng)(neng)從整(zheng)體(ti)層面進(jin)行消(xiao)(xiao)費(fei)(fei)者(zhe)(zhe)(zhe)在(zai)(zai)線(xian)評(ping)論(lun)(lun)信息(xi)(xi)感知有(you)(you)(you)用(yong)性(xing)對(dui)電(dian)商(shang)(shang)品(pin)(pin)(pin)(pin)牌營銷影響的(de)(de)(de)(de)(de)(de)測度(du)。根(gen)據(ju)模(mo)型（2）的(de)(de)(de)(de)(de)(de)檢(jian)(jian)驗(yan)(yan)結(jie)(jie)果(guo)，評(ping)論(lun)(lun)長度(du)信息(xi)(xi)感知有(you)(you)(you)用(yong)性(xing)系(xi)(xi)數(shu)為(wei)0.205，且通(tong)過(guo)了(le)(le)(le)1%置(zhi)信水平下的(de)(de)(de)(de)(de)(de)顯著(zhu)(zhu)性(xing)檢(jian)(jian)驗(yan)(yan)，說明(ming)了(le)(le)(le)有(you)(you)(you)20.5%比例的(de)(de)(de)(de)(de)(de)消(xiao)(xiao)費(fei)(fei)者(zhe)(zhe)(zhe)傾向于(yu)在(zai)(zai)線(xian)評(ping)論(lun)(lun)中的(de)(de)(de)(de)(de)(de)評(ping)論(lun)(lun)長度(du)，即該(gai)(gai)(gai)比例的(de)(de)(de)(de)(de)(de)消(xiao)(xiao)費(fei)(fei)者(zhe)(zhe)(zhe)對(dui)電(dian)商(shang)(shang)品(pin)(pin)(pin)(pin)牌營銷中的(de)(de)(de)(de)(de)(de)在(zai)(zai)線(xian)評(ping)論(lun)(lun)字數(shu)表(biao)現為(wei)積極態(tai)度(du)。根(gen)據(ju)模(mo)型（3）的(de)(de)(de)(de)(de)(de)檢(jian)(jian)驗(yan)(yan)結(jie)(jie)果(guo)，有(you)(you)(you)用(yong)性(xing)投(tou)票(piao)信息(xi)(xi)感知有(you)(you)(you)用(yong)性(xing)系(xi)(xi)數(shu)為(wei)0.114，但未(wei)通(tong)過(guo)顯著(zhu)(zhu)性(xing)檢(jian)(jian)驗(yan)(yan)，說明(ming)了(le)(le)(le)消(xiao)(xiao)費(fei)(fei)者(zhe)(zhe)(zhe)對(dui)目前(qian)京東(dong)商(shang)(shang)城設(she)置(zhi)的(de)(de)(de)(de)(de)(de)品(pin)(pin)(pin)(pin)牌產(chan)品(pin)(pin)(pin)(pin)有(you)(you)(you)用(yong)性(xing)投(tou)票(piao)尚未(wei)表(biao)現出(chu)明(ming)顯的(de)(de)(de)(de)(de)(de)接受態(tai)度(du)，其原因(yin)可能(neng)(neng)是電(dian)商(shang)(shang)平臺的(de)(de)(de)(de)(de)(de)有(you)(you)(you)效性(xing)投(tou)票(piao)大多是針對(dui)體(ti)驗(yan)(yan)類(lei)產(chan)品(pin)(pin)(pin)(pin)進(jin)行的(de)(de)(de)(de)(de)(de)設(she)置(zhi)，而(er)具體(ti)的(de)(de)(de)(de)(de)(de)搜(sou)索(suo)類(lei)產(chan)品(pin)(pin)(pin)(pin)很少發起該(gai)(gai)(gai)類(lei)模(mo)式的(de)(de)(de)(de)(de)(de)投(tou)票(piao)。根(gen)據(ju)模(mo)型（4）的(de)(de)(de)(de)(de)(de)檢(jian)(jian)驗(yan)(yan)結(jie)(jie)果(guo)，評(ping)論(lun)(lun)回(hui)復(fu)數(shu)信息(xi)(xi)感知有(you)(you)(you)用(yong)性(xing)系(xi)(xi)數(shu)為(wei)0.392，且通(tong)過(guo)了(le)(le)(le)5%置(zhi)信水平下的(de)(de)(de)(de)(de)(de)顯著(zhu)(zhu)性(xing)檢(jian)(jian)驗(yan)(yan)，有(you)(you)(you)效說明(ming)了(le)(le)(le)有(you)(you)(you)39.2%比例的(de)(de)(de)(de)(de)(de)消(xiao)(xiao)費(fei)(fei)者(zhe)(zhe)(zhe)傾向于(yu)在(zai)(zai)線(xian)評(ping)論(lun)(lun)中的(de)(de)(de)(de)(de)(de)回(hui)復(fu)數(shu)量(liang)，即該(gai)(gai)(gai)比例的(de)(de)(de)(de)(de)(de)消(xiao)(xiao)費(fei)(fei)者(zhe)(zhe)(zhe)對(dui)電(dian)商(shang)(shang)品(pin)(pin)(pin)(pin)牌營銷中的(de)(de)(de)(de)(de)(de)在(zai)(zai)線(xian)評(ping)論(lun)(lun)回(hui)復(fu)內(nei)容更表(biao)現為(wei)積極的(de)(de)(de)(de)(de)(de)接受態(tai)度(du)，尤(you)其是包含產(chan)品(pin)(pin)(pin)(pin)圖片等信息(xi)(xi)的(de)(de)(de)(de)(de)(de)回(hui)復(fu)內(nei)容。

（二）雙維(wei)固定效應(ying)檢驗(yan)

本文對(dui)電(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)中(zhong)(zhong)(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)消(xiao)(xiao)(xiao)費(fei)(fei)(fei)者(zhe)(zhe)在(zai)(zai)線(xian)評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)論(lun)(lun)(lun)(lun)(lun)信(xin)息感(gan)知(zhi)(zhi)有(you)(you)用(yong)(yong)(yong)性(xing)(xing)(xing)中(zhong)(zhong)(zhong)(zhong)介(jie)效(xiao)應分析采取雙維檢(jian)(jian)驗(yan)方(fang)(fang)法，并在(zai)(zai)檢(jian)(jian)驗(yan)中(zhong)(zhong)(zhong)(zhong)依據(ju)穩健Hausman檢(jian)(jian)驗(yan)結(jie)(jie)(jie)果(guo)(guo)(guo)(guo)確定為固定效(xiao)應模型。具體(ti)(ti)檢(jian)(jian)驗(yan)結(jie)(jie)(jie)果(guo)(guo)(guo)(guo)如表(biao)2所示(shi)。根據(ju)表(biao)2可以看出(chu)：第(di)一，第(di)一列(lie)(lie)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)估計(ji)系數(shu)反映了(le)電(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)中(zhong)(zhong)(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)消(xiao)(xiao)(xiao)費(fei)(fei)(fei)者(zhe)(zhe)在(zai)(zai)線(xian)評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)論(lun)(lun)(lun)(lun)(lun)信(xin)息感(gan)知(zhi)(zhi)有(you)(you)用(yong)(yong)(yong)性(xing)(xing)(xing)總體(ti)(ti)中(zhong)(zhong)(zhong)(zhong)介(jie)效(xiao)應呈“U”型，且(qie)估計(ji)結(jie)(jie)(jie)果(guo)(guo)(guo)(guo)通(tong)過(guo)(guo)了(le)1%統(tong)(tong)計(ji)水(shui)(shui)平的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)顯(xian)著性(xing)(xing)(xing)檢(jian)(jian)驗(yan)。消(xiao)(xiao)(xiao)費(fei)(fei)(fei)者(zhe)(zhe)在(zai)(zai)線(xian)評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)論(lun)(lun)(lun)(lun)(lun)意味著消(xiao)(xiao)(xiao)費(fei)(fei)(fei)者(zhe)(zhe)對(dui)電(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)感(gan)知(zhi)(zhi)和(he)反饋程度(du)(du)，該結(jie)(jie)(jie)果(guo)(guo)(guo)(guo)說(shuo)(shuo)明(ming)(ming)了(le)在(zai)(zai)線(xian)評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)論(lun)(lun)(lun)(lun)(lun)信(xin)息總量(liang)(liang)(liang)(liang)與電(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)成正比關系。第(di)二，根據(ju)第(di)二列(lie)(lie)估計(ji)結(jie)(jie)(jie)果(guo)(guo)(guo)(guo)，消(xiao)(xiao)(xiao)費(fei)(fei)(fei)者(zhe)(zhe)在(zai)(zai)線(xian)評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)論(lun)(lun)(lun)(lun)(lun)中(zhong)(zhong)(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)論(lun)(lun)(lun)(lun)(lun)長(chang)度(du)(du)信(xin)息感(gan)知(zhi)(zhi)有(you)(you)用(yong)(yong)(yong)性(xing)(xing)(xing)對(dui)電(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)中(zhong)(zhong)(zhong)(zhong)介(jie)影(ying)響效(xiao)果(guo)(guo)(guo)(guo)明(ming)(ming)顯(xian)，且(qie)通(tong)過(guo)(guo)了(le)5%統(tong)(tong)計(ji)水(shui)(shui)平的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)顯(xian)著性(xing)(xing)(xing)檢(jian)(jian)驗(yan)，說(shuo)(shuo)明(ming)(ming)在(zai)(zai)其(qi)他(ta)因素(su)不(bu)變的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)條(tiao)(tiao)件(jian)下，評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)論(lun)(lun)(lun)(lun)(lun)長(chang)度(du)(du)總量(liang)(liang)(liang)(liang)每(mei)增加1%，能(neng)(neng)夠(gou)促進電(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)提(ti)高(gao)0.26%。該結(jie)(jie)(jie)果(guo)(guo)(guo)(guo)說(shuo)(shuo)明(ming)(ming)電(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)在(zai)(zai)與消(xiao)(xiao)(xiao)費(fei)(fei)(fei)者(zhe)(zhe)“流(liu)量(liang)(liang)(liang)(liang)”互動(dong)中(zhong)(zhong)(zhong)(zhong)受(shou)消(xiao)(xiao)(xiao)費(fei)(fei)(fei)者(zhe)(zhe)在(zai)(zai)線(xian)評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)論(lun)(lun)(lun)(lun)(lun)長(chang)度(du)(du)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)影(ying)響明(ming)(ming)顯(xian)。第(di)三，根據(ju)第(di)三列(lie)(lie)估計(ji)結(jie)(jie)(jie)果(guo)(guo)(guo)(guo)，消(xiao)(xiao)(xiao)費(fei)(fei)(fei)者(zhe)(zhe)在(zai)(zai)線(xian)評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)論(lun)(lun)(lun)(lun)(lun)中(zhong)(zhong)(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)有(you)(you)用(yong)(yong)(yong)性(xing)(xing)(xing)投(tou)(tou)票信(xin)息感(gan)知(zhi)(zhi)有(you)(you)用(yong)(yong)(yong)性(xing)(xing)(xing)對(dui)電(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)中(zhong)(zhong)(zhong)(zhong)介(jie)影(ying)響微弱(ruo)，且(qie)通(tong)過(guo)(guo)了(le)5%統(tong)(tong)計(ji)水(shui)(shui)平的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)顯(xian)著性(xing)(xing)(xing)檢(jian)(jian)驗(yan)，說(shuo)(shuo)明(ming)(ming)在(zai)(zai)其(qi)他(ta)因素(su)不(bu)變的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)條(tiao)(tiao)件(jian)下，有(you)(you)用(yong)(yong)(yong)性(xing)(xing)(xing)投(tou)(tou)票總量(liang)(liang)(liang)(liang)每(mei)增加1%，能(neng)(neng)夠(gou)促進電(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)提(ti)高(gao)0.05%。該結(jie)(jie)(jie)果(guo)(guo)(guo)(guo)說(shuo)(shuo)明(ming)(ming)電(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)在(zai)(zai)與消(xiao)(xiao)(xiao)費(fei)(fei)(fei)者(zhe)(zhe)“流(liu)量(liang)(liang)(liang)(liang)”互動(dong)中(zhong)(zhong)(zhong)(zhong)受(shou)消(xiao)(xiao)(xiao)費(fei)(fei)(fei)者(zhe)(zhe)在(zai)(zai)線(xian)評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)論(lun)(lun)(lun)(lun)(lun)有(you)(you)用(yong)(yong)(yong)性(xing)(xing)(xing)投(tou)(tou)票的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)影(ying)響不(bu)太明(ming)(ming)顯(xian)。第(di)四，根據(ju)第(di)四列(lie)(lie)估計(ji)結(jie)(jie)(jie)果(guo)(guo)(guo)(guo)，消(xiao)(xiao)(xiao)費(fei)(fei)(fei)者(zhe)(zhe)在(zai)(zai)線(xian)評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)論(lun)(lun)(lun)(lun)(lun)中(zhong)(zhong)(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)論(lun)(lun)(lun)(lun)(lun)回(hui)(hui)復數(shu)信(xin)息感(gan)知(zhi)(zhi)有(you)(you)用(yong)(yong)(yong)性(xing)(xing)(xing)對(dui)電(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)中(zhong)(zhong)(zhong)(zhong)介(jie)影(ying)響效(xiao)果(guo)(guo)(guo)(guo)明(ming)(ming)顯(xian)，且(qie)通(tong)過(guo)(guo)了(le)1%統(tong)(tong)計(ji)水(shui)(shui)平的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)顯(xian)著性(xing)(xing)(xing)檢(jian)(jian)驗(yan)，說(shuo)(shuo)明(ming)(ming)在(zai)(zai)其(qi)他(ta)因素(su)不(bu)變的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)條(tiao)(tiao)件(jian)下，評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)論(lun)(lun)(lun)(lun)(lun)回(hui)(hui)復總量(liang)(liang)(liang)(liang)每(mei)增加1%，能(neng)(neng)夠(gou)促進電(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)提(ti)高(gao)0.55%。該結(jie)(jie)(jie)果(guo)(guo)(guo)(guo)說(shuo)(shuo)明(ming)(ming)電(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)在(zai)(zai)與消(xiao)(xiao)(xiao)費(fei)(fei)(fei)者(zhe)(zhe)“流(liu)量(liang)(liang)(liang)(liang)”互動(dong)中(zhong)(zhong)(zhong)(zhong)受(shou)消(xiao)(xiao)(xiao)費(fei)(fei)(fei)者(zhe)(zhe)在(zai)(zai)線(xian)評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)論(lun)(lun)(lun)(lun)(lun)回(hui)(hui)復的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)影(ying)響十分明(ming)(ming)顯(xian)。對(dui)策建(jian)議一方(fang)(fang)面，電(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)企(qi)(qi)業在(zai)(zai)進行品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)中(zhong)(zhong)(zhong)(zhong)無須刻意通(tong)過(guo)(guo)額外的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)成本去消(xiao)(xiao)(xiao)除中(zhong)(zhong)(zhong)(zhong)評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)和(he)差評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)，應該將企(qi)(qi)業的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)注意力(li)集中(zhong)(zhong)(zhong)(zhong)于消(xiao)(xiao)(xiao)費(fei)(fei)(fei)者(zhe)(zhe)在(zai)(zai)線(xian)評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)論(lun)(lun)(lun)(lun)(lun)中(zhong)(zhong)(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)論(lun)(lun)(lun)(lun)(lun)回(hui)(hui)復和(he)評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)論(lun)(lun)(lun)(lun)(lun)內(nei)容上(shang)，并重視(shi)相關體(ti)(ti)驗(yan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)用(yong)(yong)(yong)戶(hu)有(you)(you)效(xiao)性(xing)(xing)(xing)投(tou)(tou)票數(shu)據(ju)，綜合利(li)用(yong)(yong)(yong)好品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)產生的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)好評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)、中(zhong)(zhong)(zhong)(zhong)評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)和(he)差評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)，掌握消(xiao)(xiao)(xiao)費(fei)(fei)(fei)者(zhe)(zhe)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)產品(pin)(pin)(pin)(pin)(pin)(pin)(pin)態度(du)(du)，管(guan)理(li)產品(pin)(pin)(pin)(pin)(pin)(pin)(pin)質量(liang)(liang)(liang)(liang)，與客戶(hu)進行有(you)(you)效(xiao)溝(gou)通(tong)。另一方(fang)(fang)面，電(dian)(dian)(dian)(dian)商(shang)(shang)(shang)(shang)企(qi)(qi)業在(zai)(zai)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)推(tui)廣中(zhong)(zhong)(zhong)(zhong)應采取一定的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)激勵(li)措施(shi)鼓勵(li)消(xiao)(xiao)(xiao)費(fei)(fei)(fei)者(zhe)(zhe)增加評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)論(lun)(lun)(lun)(lun)(lun)內(nei)容和(he)回(hui)(hui)復內(nei)容，并通(tong)過(guo)(guo)大數(shu)據(ju)甄別(bie)技術將評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)論(lun)(lun)(lun)(lun)(lun)長(chang)度(du)(du)較(jiao)(jiao)長(chang)和(he)評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)論(lun)(lun)(lun)(lun)(lun)回(hui)(hui)復數(shu)量(liang)(liang)(liang)(liang)較(jiao)(jiao)多的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)論(lun)(lun)(lun)(lun)(lun)進行智能(neng)(neng)前置(zhi)排序，而并非一味地將點贊數(shu)高(gao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)論(lun)(lun)(lun)(lun)(lun)放在(zai)(zai)前面，這樣既能(neng)(neng)方(fang)(fang)便消(xiao)(xiao)(xiao)費(fei)(fei)(fei)者(zhe)(zhe)更加客觀和(he)直接地獲取品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)產品(pin)(pin)(pin)(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)消(xiao)(xiao)(xiao)費(fei)(fei)(fei)信(xin)息，又能(neng)(neng)利(li)于企(qi)(qi)業充(chong)分重視(shi)評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)論(lun)(lun)(lun)(lun)(lun)內(nei)容較(jiao)(jiao)多和(he)評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)論(lun)(lun)(lun)(lun)(lun)回(hui)(hui)復較(jiao)(jiao)多的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)相關中(zhong)(zhong)(zhong)(zhong)評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)和(he)差評(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)信(xin)息，從而在(zai)(zai)與消(xiao)(xiao)(xiao)費(fei)(fei)(fei)者(zhe)(zhe)“流(liu)量(liang)(liang)(liang)(liang)”互動(dong)中(zhong)(zhong)(zhong)(zhong)挖掘更多商(shang)(shang)(shang)(shang)業價值。

作者：袁(yuan)麗紅(hong) 單位(wei)：成都(dou)銀杏酒店管理學院