| The vigorous development of e-commerce has enriched the shopping channels of consumers,and online shopping has gradually become one of the mainstream consumption methods.The shopping behavior of online consumers has attracted the attention of managers and researchers.In traditional shopping environment,consumers will making decisions considering product attributes and others' recommendations.However,under the online shopping environment,consumers rely more on electronic word-of-mouth.Online reviews are the typical electronic word-of-mouth,including star reviews and text reviews.Previous studies mainly classify online reviews from the perspective of star reviews and explore the impact of different online reviews on product sales or consumer choice.Few literature focus on the impact of different online reviews on consumer choice from the perspective of text review.As the text review is more likely to arouse the attention of consumers,it is more meaningful to analyze the influence of the three categories online reviews on consumers' choice from the perspective of text review.This study explores the impact of neutral online reviews on consumer brand choice.Tablet PC,a common kind of search goods,is selected as the subjects.Using the web crawling technology,we grabbed product attributes and online reviews of Tablet PC from the Tmall e-commerce platform in multiple brands.The data was cleaned up to the format of structured data and then we did the word segmentation and word frequency analysis.With those results,we get to know what kind of product attributes are consumers mainly concern when they decide to buy tablet computer in different brands.Based on the results of previous studies and our analysis,the factors of tablet PC brand choice model are determined.Using the sentiment analysis tool of online reviews,the emotional value of each reviews is calculated.Through different emotional value division interval,the online reviews are divided into three categories,positive reviews,negative reviews and neutral reviews.Consumers purchased the tablet PC during the specific period are regarded as the objects,and the choice set is consisted of "bestselling" tablet PC modes.Considering the individual attributes and commodity attributes,we use the nested Logit model to analyze consumers' tablet computer brand choice model under the structure of brand-mode decision tree.The empirical results show that the classification of online reviews based on the sentiment analysis of text reviews can efficiently divide online reviews into three categories,and neutral online reviews have a significant impact on consumer brand choice.The higher proportion of neutral online reviews,the less probable of consumer choosing the certain mode of tablet PC.In addition,consumers' individual attributes and some commodity attributes also have a significant impact on consumer brand choice. |
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