ABSTRACT Facing with thousands of online product reviews, consumers usually pay close attention to those valuable ones which provide more specific and credible evaluations on products. Whether a close association exists between product review quality and sales is thus examined in this paper. By employing text mining techniques on multiple review features, a review is measured as one of the following two levels: high-quality or low-quality. In doing so, aggregate quality level of product’s whole reviews is also identified. Then, a two-level econometrical analysis is conducted on the real datasets from Amazon.cn. The results reveal that aggregate quality level of positive reviews and negative reviews interactively influence sales. In the situation the aggregate quality level of positive reviews is high meanwhile that of negative reviews’ is low, product sale is the highest, while in the opposite situation product sale is the lowest. The results also reveal that consumers understand product’s value from weighting positive and negative reviews of high-quality level, which then positively relates to product sales and exerts a dynamic effect on sales by the moderating role of product selling stage and popularity. The paper innovatively integrates the quantitative and qualitative characteristics of reviews to estimate their economic effect.

中文翻译：

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网络口碑对销售的影响：产品评论质量的调节作用

摘要 面对数以千计的在线产品评论，消费者通常会密切关注那些对产品提供更具体、更可信的评价的有价值的评论。因此，本文研究了产品评论质量和销售之间是否存在密切关联。通过对多个评论特征采用文本挖掘技术，评论被衡量为以下两个级别之一：高质量或低质量。这样做时，还确定了产品整体评论的总体质量水平。然后，对来自 Amazon.cn 的真实数据集进行两级计量经济学分析。结果表明，正面评论和负面评论的总体质量水平会交互影响销售。在正面评论的总体质量水平较高而负面评论的总体质量水平较低的情况下，产品销售额最高，而在相反情况下，产品销售额最低。结果还表明，消费者通过对高质量水平的正面和负面评论进行加权来了解产品的价值，进而与产品销售呈正相关，并通过产品销售阶段和受欢迎程度的调节作用对销售产生动态影响。本文创新性地结合评论的定量和定性特征来估计其经济效果。进而与产品销量呈正相关，并通过产品销售阶段和人气的调节作用对销量产生动态影响。本文创新性地结合评论的定量和定性特征来估计其经济效果。进而与产品销量呈正相关，并通过产品销售阶段和人气的调节作用对销量产生动态影响。本文创新性地结合评论的定量和定性特征来估计其经济效果。