I 摘要 互联网的发展与普及，各种电商平台，如京东、淘宝、天猫、蘑菇街等如雨 后春笋般破土而出，消费者足不出户就可以在网上购物，消费者的购物方式发生 了巨大变化。由于互联网的便利性，网络购物受到了消费者的认可和喜爱，与此 同时消费者也可以在各种社交媒体、电商平台上分享产品或服务的信息，发表自 己对于产品或服务的使用感受等。消费者对产品或服务的了解不再像以往一样只 能通过商家的广告宣传等获得，还可以通过浏览这些产品评论进行参考从而决定 是否购买。这些产品评论通过互联网传播，形成了非常有影响力的网络口碑。网 络口碑由于其具有匿名性、非商业目的等性质成为了消费者在购买产品或服务前 最重要的考虑因素之一。因此，研究网络口碑对产品销量的影响显得尤为重要。 本文在以往研究的基础上，选取评论数量、好评率、评论效价、图片评论率 作为衡量网络口碑的维度，研究其对产品销量的影响。加入价格作为调节变量， 研究其在网络口碑对产品销量影响中的调节效应，并以消费者购买意愿作为中介 变量，研究购买意愿是否在网络口碑对产品销量的影响中起到中介效应。 本文选取蘑菇街上的化妆品作为本文的研究对象，通过实证研究发现，评论 数量、好评率对产品销量有显著的正向影响，电商平台的商家可以通过鼓励已购 消费者进行产品评价提高产品的知晓度，并鼓励消费者进行好评提高好评率，从 而提高销量。评论效价与产品销量之间并不是简单的线性关系而是呈现倒U型的 关系。这一结果为电商平台的商家提供了一个新的思路，即商家更应该鼓励消费 者进行真实的产品评价，并且对于评论效价不好的评论，商家也不一定要强迫消 费者修改评论。因为适度的评论效价可以促进产品销量；而过度的评论效价反而 阻碍了产品销量。图片评论率与产品销量之间也不是简单的线性关系而是呈现U 型关系。即较低水平的图片评论率抑制产品销量；较高水平的图片评论率会促进 产品销量。因此商家应该鼓励已购消费者在评价时多上传与产品相关的图片，并 且要上传画质清晰、质量上乘的图片。价格作为产品的一种质量信号会增强评论 数量对产品销量的影响，商家在在线销售过程中要发挥好价格的信号作用，防止 盲目降价对消费者的负面影响。购买意愿在网络口碑对产品销量的影响中起到部 分中介的作用，商家应重视产品收藏夹的功能，致力于将消费者想要购买产品的 意愿转化为实际的购买行为从而提高产品销量。 关键词：网络口碑，价格，购买意愿，产品销量，蘑菇街 ABSTRACT II ABSTRACT With the development and popularization of the Internet, various e-commerce platforms, such as JD, Taobao, Tmall, MOGU Street have sprung up like mushrooms. Consumers can purchase goods online at home. Great changes have taken place. Online shopping has been highly accepted and loved by consumers because of convenience of Internet. Now consumers can browse products or services information on various social media and e-commerce platforms, and make their own remarks of products or services. Consumers can no longer access products or services information via the advertisements and publicity of the merchants only as in the past. They can also refer to these product reviews for reference to decide whether to purchase. These product reviews are spread through the Internet, forming a very influential Online Word-of-Mouth. Because of its anonymity and non-commercial purpose, Online Word-of-Mouth has become one of the most important considerations of consumers before purchasing products or services. Therefore, it is particularly important to study the impact of Online Word-of-Mouth on Product Sales. On the basis of previous researches, this article selects Volume, Customer Favorable Rate, Valence, and Picture Comment Rate as a measure of Online Word- of-Mouth to study its impact on Product Sales. Add Price as a Moderating Variable to study its moderating effect on the impact of Online Word-of-Mouth on Product Sales, and take consumers' Purchase Intention as a Mediating Variable to study whether Purchase Intention plays an intermediary effect on the influence of Online Word- of-Mouth on Product Sales. This article selects the cosmetics on MOGU Street as it’s research object. Through empirical research, it is found that the Volume and Customer Favorable Rate have a significant positive impact on Product Sales. E-commerce platform merchants can increase their products awareness by appealing consumers to comments their products, and even make positive comments to increase Customer Favorable Rate, thereby increasing Sales. The relationship between Valence and Product Sales is not a simple linear relationship but an inverted U-shaped relationship. This result provides a new idea for merchants on e-commerce platforms, that is, merchants should appeal consumers to make real product reviews, and for negative reviews, it isn’t necessary for ABSTRACT III the merchants to ask the consumers to modify. Because moderate Valence can promote Product Sales, however, excessive Valence hinders Product Sales. The relationship between Picture Comment Rate and Product Sales is not a simple linear relationship but a U-shaped relationship too. That means, a lower level of Picture Comment Rate suppresses Product Sales, but a higher level of Picture Comment Rate will promote Product Sales. Therefore, merchants should appeal purchased consumers to upload more clear and high-quality pictures related to the product when making remarks. Price as a quality signal of the product will enhance the impact of Volume on Product Sales. Merchants should make full use of it during online sales, prevent the negative impact of blind price reduction on consumers. Purchase Intention plays a part of intermediary role in the impact of Online Word-of-Mouth on Product Sales. Merchants should pay attention to the function of Favorites and be dedicated to converting consumers' Purchase Intention into actual purchase behaviors to increase Product Sales. Keywords: Online Word-of-Mouth, Price, Purchase Intention, Product Sales, MOGU Street 目录 IV 目 录 第一章 绪 论 .................................................................................................................. 1 1.1 研究背景 ............................................................................................................ 1 1.2 研究问题 ............................................................................................................ 4 1.3 研究目的和意义 ................................................................................................ 4 1.3.1 研究目的 .................................................................................................. 4 1.3.2 研究意义 .................................................................................................. 5 1.4 研究的创新点 .................................................................................................... 6 1.5 研究方法及研究路径 ........................................................................................ 6 第二章 文献综述 ............................................................................................................ 9 2.1 传统口碑的研究 ................................................................................................ 9 2.1.1 传统口碑的概念界定 .............................................................................. 9 2.1.2 传统口碑的影响力 ................................................................................ 10 2.2 网络口碑的研究 .............................................................................................. 12 2.2.1 网络口碑的概念界定 ............................................................................ 12 2.2.2 网络口碑的影响力 ................................................................................ 13 2.2.3 网络口碑的测量维度与研究对象 ........................................................ 16 2.3 评述与借鉴 ...................................................................................................... 17 2.4 本章小结 .......................................................................................................... 18 第三章 研究设计 .......................................................................................................... 19 3.1 概念模型 .......................................................................................................... 19 3.2 研究假设 ........................................................