Shan Siqing, Yang Yangzi, Li Chenxi
School of Economics and Management, Beihang University, Beijing 100191, China.
Behav Sci (Basel). 2024 Sep 15;14(9):823. doi: 10.3390/bs14090823.
Studies have found that competitive products' online review ratings (ORRs) have a spillover effect on the focal product's sales. However, the spillover effect of online review sentiment (ORS) as an essential component of online review analysis has yet to be studied. In this study, we analyze online review content from JD.com using the latent Dirichlet allocation to identify the product attribute topics that consumers are most concerned about. We then construct a baseline regression model of ORS and ORRs to explore the effects of online competitive product reviews on focal product sales. Moreover, we examine how the interaction between ORS and critical factors of online reviews affect sales. Our results indicate that the ORS of competitive products has a negative effect on focal product sales, and the effect is greater than the ORS and ORRs of focal products, respectively. In addition, the ORS of competitive products inhibits the sale of focal products as evaluations of product attributes become more positive or online review usefulness increases. We also find that the effect of ORRs of competitive products is not significant, which may be because clothing, as an experiential product, requires consumers to gain more information about specific usage scenarios before making a decision. This study provides a more accurate basis for consumer decision-making and offers retailers a novel approach to developing marketing strategies.
研究发现，竞争产品的在线评论评分（ORR）对焦点产品的销售有溢出效应。然而，在线评论情感（ORS）作为在线评论分析的一个重要组成部分，其溢出效应尚未得到研究。在本研究中，我们使用潜在狄利克雷分配（Latent Dirichlet Allocation）分析京东的在线评论内容，以识别消费者最关注的产品属性主题。然后，我们构建了一个ORS和ORR的基线回归模型，以探讨竞争产品的在线评论对焦点产品销售的影响。此外，我们还研究了ORS与在线评论关键因素之间的相互作用如何影响销售。我们的结果表明，竞争产品的ORS对焦点产品销售有负面影响，且该影响分别大于焦点产品的ORS和ORR。此外，随着产品属性评价变得更加积极或在线评论有用性增加，竞争产品的ORS会抑制焦点产品的销售。我们还发现，竞争产品的ORR的影响不显著，这可能是因为服装作为一种体验性产品，消费者在做出决定之前需要获得更多关于特定使用场景的信息。本研究为消费者决策提供了更准确的依据，并为零售商制定营销策略提供了一种新方法。
