重庆交通大学学报(社会科学版) ›› 2020, Vol. 20 ›› Issue (1): 40-45.

• 经济管理 • 上一篇    下一篇

饭店顾客负面评论回复对产品销量的影响 ——以太原柳巷商业区为例

赵鹏宇,徐家红,裴国臣   

  1. 忻州师范学院 旅游管理系,山西 忻州 034000
  • 收稿日期:2019-03-05 修回日期:2019-03-24 出版日期:2020-01-20 发布日期:2020-02-14
  • 作者简介:赵鹏宇(1981—),男,忻州师范学院旅游管理系副教授,研究方向:景区管理与游客服务;徐家红(1986—),女,忻州师范学院旅游管理系助教,研究方向:旅游地理;裴国臣(1994—),男,忻州师范学院旅游管理系学生。
  • 基金资助:
    文化和旅游部人才计划“双师型”教师培养项目“应用型本科导师制下旅游专业大学生创新创业教育研究”(WMYC20181-032);山西省科技厅软科学项目“五台山景区管理与服务困境、影响因素及提升对策”(2018041022-4);山西省高校哲学社会科学研究项目“乡村振兴战略下五台山景区农户旅游参与模式及生态效益研究”(201803096);山西省哲学社会科学项目“乡村振兴战略下山西省康养旅游产业融合发展路径研究”(2018B209)。

Hotel Customer Negative Comments Reply to the Impact of Product Sales --A Case Study of Taiyuan Willow Lane Business District

ZHAO Pengyu, XU Jiahong, PEI Guochen   

  1. Department of Tourism Management, Xinzhou Normal University, Xinzhou, Shanxi 034000, China
  • Received:2019-03-05 Revised:2019-03-24 Online:2020-01-20 Published:2020-02-14

摘要: 为了解负面评论对产品销量的影响,以太原柳巷商业区为研究对象,选取负面评论者专业度、内容评分、星级评分、产品价格为自变量,以商家回复及时程度和回复质量作为调节变量,结果表明:前3个变量对销量有显著影响,其中星级评论者比一般评论者更显著,产品价格对销量没有显著影响;商家回复质量和回复及时程度对负面评论与销量均有显著的调节作用。

关键词: 产品销量, 负面评论内容评分, 在线负面评论, 商户回复

Abstract: In order to obtain the negative impact of the negative comments on the total sales volume of the product, we selected the negative commentators professional degree, the product price, the negative comment content score and the star rating, and added the business reply to the timely and the quality of the response as a regulatory variable, from the four latitude analysis of its negative comments and product sales relationship regulation. The results show that: (1) negative commentators professionalism, negative commentary star ratings, content ratings have a significant impact on product sales, among which star commentators have a greater impact on product sales than those of general commentators; (2) the quality of business response and the timely response to the negative comments on the product sales have a significant regulatory role, and business timely response and targeted response than business delay and recovery of the regulatory role is more significant.

Key words: product sales, negative comments content ratings, online negative comments, merchant response