| In recent years,with the development of new information technology,human life has been an unprecedented change,online and offline combination of consumption patterns(020)gradually cover all consumer groups.Network group buy is the typical representative of 020 business model,but also from the United States Groupon website group purchase model has been promoted in China's rapid development of online consumer market.Groupon for consumers to provide more and more rich information,in addition to the basic product or service information,consumer spending after the Internet to make the experience of comment has become a potential consumer to make an important basis for decision-making purchase decisions,groupon for the consumer to set the review system gradually improved,the effectiveness of online commentary is getting higher and higher,the information between consumers and businesses more and more symmetrical.In this paper,based on the previous research on the network group buy,online reviews and other related research literature,taking the dining group buy as the research object,from the two aspects of online scoring and online comments,by analyzing interaction of products' sales factors to analyze the consumer decision factors indirectly,And the quantile regression model was used to analyze the change of the interaction degree of each factor in the sales dynamic change.Among them,the online score,taking the taste score,service score,environmental score and its score average and the total score,based on information availability and diagnostic theory to determine the difference between the target variables to analyze the impact of the effect;On the number of online comments,taking the number of low scores,the number of high scores and the total number of comments,the degree of action of the target variable is analyzed based on the comparison of the consumer psychology.Finally,the relevant hypothesis is verified by ordinary multiple regression and quantile regression through STATA 14.0.The conclusion of the research is obtained based on the empirical results,and the shortcomings and future research prospects of this study are expounded.The innovation of this paper lies in the influencing factors' own interaction effect and the dynamic change of sales level,taking into account the influence of the online comment on the sales of the product.Especially on the basis of the number of online reviews,the paper analyzes the interaction between low scores,high scores and total number of reviews,and the existing literature mainly studies the direct sales of online products Influence,very few scholars to consider the number of online comments on their own interaction.In addition,based on the online scoring and online commentary two perspectives,this paper constructs the quantile regression model in the empirical analysis,analyzes the direction and degree of the influence of each influencing factor or interaction effect under different sales level,so as to Business or online buy platform based on different levels of sales to take a different marketing strategy,and most scholars in the past based on static sales point of view of the analysis,and not for different levels of sales to consider the impact of changes in the role of factors.Through the above innovation,we can analyze the influence of online comment on the sales of food and beverage products,and help the businessmen to take effective benefit promotion strategy for different situations and provide strong theoretical guidance for the future development of network buy mode. |
PDF Full Text Request