在线声誉水平对消费者关注度的影响：对大众点评的实证分析

doi:10.16381/j.cnki.issn1003-207x.2019.1153

摘要/Abstract

摘要： 在线声誉水平代表了消费者对产品的态度，体现了商家的经营绩效。在线声誉水平如何影响消费者的关注度，能否为商家有效吸引顾客？针对这些问题，本文利用大众点评网数据，以星级水平衡量商家的在线声誉水平，以点击量衡量消费者的关注度，构建研究模型，发现在线声誉水平与消费者关注度的影响呈倒U型关系。对于这种影响关系，本文用羊群效应分析了消费者的跟随行为，群体中的理性羊群效应占据主导后，声誉的持续提升对消费者关注度产生了抑制作用。同时，餐厅的产品属性和店铺属性在其中具有调节作用。该研究结论对于消费者和商家的决策都具有参考价值。

关键词: 在线声誉；消费者关注度；羊群效应

Abstract: Online reputation level represents the attitude of consumers towards products and reflects the business performance. For potential consumers, how does online reputation affect their attention，and whether it can effectively attract customers for merchants? Based on the data of Dianping.com, the online reputation level of merchants by the star level, and the attention of consumers by the number of total clicks are measured, so as to build the impact of online reputation level on the attention of consumers. Results show that the influence of online reputation level and consumer attention has an inverted U-shaped curve. The herd effect is used to explain the following behavior of consumers. After the rational herd effect takes the lead, the continuous improvement of reputation has a restraining effect on the attention of consumers, and the product attributes and store attributes of restaurants have a regulating effect. The conclusion of this study has reference value for both consumers and businesses.

Key words: online reputation; consumer attention; herd effect

中图分类号:

C931

张艳辉, 高云帆. 在线声誉水平对消费者关注度的影响：对大众点评的实证分析[J]. 中国管理科学, 2022, 30(8): 277-286.

ZHANG Yan-hui, GAO Yun-fan. The Effect of Online Reputation on Consumer Attention: Based on the Empirical Analysis of DianPing.com[J]. Chinese Journal of Management Science, 2022, 30(8): 277-286.

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