代写论文-评论对在线零售网站转化率的影响

代写论文-评论对在线零售网站转化率的影响。Ludwig等人(2012)发现逐字在线评论的语义内容和风格属性会影响在线零售网站的转化率。作者采用文本挖掘的方法提取了亚马逊网站书评的情感内容和语言风格属性的变化。他们发现，积极的情感内容对转化率的影响是不对称的，因此，客户评论中积极情感内容的增加对随后转化率的增加影响较小。评论中消极情感内容的变化不存在这种递减效应。此外，情感线索的积极变化和增加与产品兴趣组的典型语言风格的一致性直接或偶然地增加了转化率。论文范文代写论文-评论对在线零售网站转化率的影响分享给留学生阅读。

Sridhar and Srinivasan (2012) note that consumers’ online ratings of a service are influenced not only by the quality of their service experiences but also by the other online ratings. The results from a model using 7, 499 consumers’ online ratings of 114 hotels support their premise. Other consumers’ online ratings weaken the effects of positive and regular negative features of service experience but can either exacerbate or overturn the negative effect of failure, depending on the quality of failure recovery. For managerial practice, these findings suggest that social influence effects make positive online product ratings a double-edged sword, exacerbating the negative effect of failure and strengthening the benefit of failure recovery.
Ludwig et al. (2012) find that the semantic content and style properties of verbatim online reviews influence online retail sites’ conversion rates. The authors employ text mining to extract changes in affective content and linguistic style properties of book reviews on Amazon.com. They find that the influence of positive affective content on conversion rates is asymmetrical, such that greater increases in positive affective content in customer reviews have a smaller effect on subsequent increases in conversion rate. No such tapering-off effect occurs for changes in negative affective content in reviews. Furthermore, positive changes in affective cues and increasing congruence with the product interest group’s typical linguistic style directly and contingently increase conversion rates.
For managerial practice, these findings suggest that managers should identify and promote the most influential reviews in a given product category, provide instructions to stimulate reviewers to write powerful reviews, and adapt the style of their own editorial reviews to the relevant product category.

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