探討線上評論中產品比較對銷售的影響

Abstract

隨著網路及線上社群的蓬勃發展，使得線上產品評論越來越受歡迎，並造就了許多線上評論網站的興起，甚至電子商務業者也投入線上評論平台的經營，提供消費者撰寫評論、分享經驗的管道。在產品評論中，越來越多的產品比較資訊會被揭露，以提供消費者多方面的產品資訊；然而，先前的研究尚未對線上評論中的產品比較資訊做深入的探討。本研究探討線上評論中產品比較對於線上產品銷售的影響，實驗結果證實評論中的產品比較資訊對於產品銷售有顯著的影響，進一步提供電子商務業者以及產品評論平台經營者重要的商業參考。

With the developments of the Internet and the social media, online reviews become increasingly popular. Many product review websites have been created and maintained. Some business-to-consumer (B2C) e-commerce companies also establish and foster online review forums for their customers to share opinions and experiences. It is a common phenomenon that many review writers disclose product comparison in their online reviews. Although prior studies have successfully demonstrated the relationship between online reviews and product sales, only very few studies have examined the product comparison in online reviews. To better address this important issue, our study investigates whether and how product comparison in online reviews impacts on product sales. Our findings reveal the relationship between product comparison in reviews and product sales, showing the importance of comparison targets in shaping the effect of the comparison on product sales.