人口参与购买后在线口碑的倾向的统计测量
A Statistical Measure of a Population's Propensity to Engage in Post-Purchase Online Word-of-Mouth
摘要：
在线社区的出现使公司能够通过从互联网上挖掘公开信息来实时监测消费者产生的在线口碑。利用这种新能力的先决条件是开发适当的口碑指标，并确定这些指标与消费者行为之间的关系。沿着这些路线，本文介绍了一个度量的购买人群的倾向率在线产品。使用数据从一个流行的电影网站，我们发现，我们的指标表现出几个关系，以前已经发现存在的方面的产品和消费者的倾向，从事离线口碑。因此，我们的研究，提供了积极的证据，我们的指标的有效性作为一个代理人的倾向从事购买后的在线口碑。我们的研究结果还表明，离线和在线口碑的前因表现出重要的相似性。
英文摘要：
The emergence of online communities has enabled firms to monitor consumer-generated online word-of-mouth (WOM) in real-time by mining publicly available information from the Internet. A prerequisite for harnessing this new ability is the development of appropriate WOM metrics and the identification of relationships between such metrics and consumer behavior. Along these lines this paper introduces a metric of a purchasing population's propensity to rate a product online. Using data from a popular movie website we find that our metric exhibits several relationships that have been previously found to exist between aspects of a product and consumers' propensity to engage in offline WOM about it. Our study, thus, provides positive evidence for the validity of our metric as a proxy of a population's propensity to engage in post-purchase online WOM. Our results also suggest that the antecedents of offline and online WOM exhibit important similarities.
机构、总结、中文摘要均由AI分析而来，可能存在错误，请以论文正文为准。
