10210 
6660本文根据可及性—诊断性理论探讨了在线口碑在竞争性体验型产品之间的溢出影响，及品牌对溢出程度的调节作用。文章使用一家基于位置的服务网站提供的用户线下餐饮店铺签到和评论数据，利用贝叶斯动态线性模型实证检验发现，竞争性产品的在线口碑具有负向溢出效应，品牌强度越高对其他品牌的溢出效应越大，而受其他品牌的影响越小；产品同属于一个品牌能够产生一定程度的正向溢出效应；强品牌虽然能够抵御竞争品牌的口碑负面溢出，但是受自身的负面口碑影响较大，因而加强口碑建设尤为重要。
在线评论的口碑溢出效应及其在品牌间的差异研究
摘要
参考文献
3 廖俊云, 黄敏学. 基于酒店销售的在线产品评论、品牌与产品销量实证研究[J]. 管理学报,2016, (1): 122-130. DOI:10.3969/j.issn.1672-884x.2016.01.016
4 汪旭晖, 张其林. 在线评论如何影响多渠道零售商品牌权益?——调节聚焦倾向与在线评论框架的调节匹配视角[J]. 经济管理,2017, (6): 129-146. DOI:10.3969/j.issn.1671-0975.2017.06.045
5 徐伟青, 黄孝俊. 口碑传播的影响力要素及其对营销创新的启示[J]. 外国经济与管理,2004, (6): 26-30. DOI:10.3969/j.issn.1001-4950.2004.06.005
6 Ahluwalia R, Gürhan-Canli Z. The effects of extensions on the family brand name: An accessibility-diagnosticity perspective[J]. Journal of Consumer Research,2000, 27(3): 371-381. DOI:10.1086/317591
7 Ahluwalia R, Unnava H R, Burnkrant R E. The moderating role of commitment on the spillover effect of marketing communications[J]. Journal of Marketing Research,2001, 38(4): 458-470. DOI:10.1509/jmkr.38.4.458.18903
8 Anderson E T, Simester D. Advertising in a competitive market: The role of product standards, customer learning, and switching costs[J]. Journal of Marketing Research,2013, 50(4): 489-504. DOI:10.1509/jmr.11.0538
9 Balachander S, Ghose S. Reciprocal spillover effects: A strategic benefit of brand extensions[J]. Journal of Marketing,2003, 67(1): 4-13. DOI:10.1509/jmkg.67.1.4.18594
11 Bass F M, Bruce N, Majumdar S, et al. Wearout effects of different advertising themes: A dynamic Bayesian model of the advertising-sales relationship[J]. Marketing Science,2007, 26(2): 179-195. DOI:10.1287/mksc.1060.0208
12 Bass F M, Talarzyk W W. An attitude model for the study of brand preference[J]. Journal of Marketing Research,1972, 9(1): 93-96. DOI:10.1177/002224377200900121
13 Bruce N I, Foutz N Z, Kolsarici C. Dynamic effectiveness of advertising and word of mouth in sequential distribution of new products[J]. Journal of Marketing Research,2012, 49(4): 469-486. DOI:10.1509/jmr.07.0441
14 Chae I, Stephen A T, Bart Y, et al. Spillover effects in seeded word-of-mouth marketing campaigns[J]. Marketing Science,2017, 36(1): 89-104. DOI:10.1287/mksc.2016.1001
15 Cleeren K, Dekimpe M G, Helsen K. Weathering product-harm crises[J]. Journal of the Academy of Marketing Science,2008, 36(2): 262-270. DOI:10.1007/s11747-007-0022-8
16 Erdem T, Sun B H. An empirical investigation of the spillover effects of advertising and sales promotions in umbrella branding[J]. Journal of Marketing Research,2002, 39(4): 408-420. DOI:10.1509/jmkr.39.4.408.19120
17 Feldman J M, Lynch J G. Self-generated validity and other effects of measurement on belief, attitude, intention, and behavior[J]. Journal of Applied Psychology,1988, 73(3): 421-435. DOI:10.1037/0021-9010.73.3.421
19 Herr P M, Kardes F R, Kim J. Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective[J]. Journal of Consumer Research,1991, 17(4): 454-462. DOI:10.1086/jcr.1991.17.issue-4
20 Ho-Dac N N, Carson S J, Moore W L. The effects of positive and negative online customer reviews: Do brand strength and category maturity matter?[J]. Journal of Marketing,2013, 77(6): 37-53. DOI:10.1509/jm.11.0011
21 Hu Y, Du R Y, Damangir S. Decomposing the impact of advertising: Augmenting sales with online search data[J]. Journal of Marketing Research,2014, 51(3): 300-319. DOI:10.1509/jmr.12.0215
22 King R A, Racherla P, Bush V D. What we know and don’t know about online word-of-mouth: A review and synthesis of the literature[J]. Journal of Interactive Marketing,2014, 28(3): 167-183. DOI:10.1016/j.intmar.2014.02.001
23 Krishnan T V, " Seethu” Seetharaman P B, Vakratsas D. The multiple roles of interpersonal communication in new product growth[J]. International Journal of Research in Marketing,2012, 29(3): 292-305. DOI:10.1016/j.ijresmar.2012.04.003
24 Kumar A, Smith M D, Telang R. Information discovery and the long tail of motion picture content[J]. MIS Quarterly,2014, 38(4): 1057-1078. DOI:10.25300/MISQ
25 Kumar A, Tan Y L. The demand effects of joint product advertising in online videos[J]. Management Science,2015, 61(8): 1921-1937. DOI:10.1287/mnsc.2014.2086
26 Kwark Y, Lee G M, Pavlou P, et al. The spillover effects of user-generated online product reviews on purchases: Evidence from clickstream data[A]. Proceedings of 37th International Conference on Information Systems[C]. Dublin: Curran Associates, 2016: 1245-1268
27 Luo X M, Gu B, Zhang J, et al. Expert blogs and consumer perceptions of competing brands[J]. MIS Quarterly,2017, 41(2): 371-395. DOI:10.25300/MISQ
28 Martin W, Harman M, Jia Y, et al. The app sampling problem for app store mining[A]. Proceedings of the IEEE/ACM 12th Working Conference on Mining Software Repositories[C]. Florence, Italy: IEEE, 2015: 123–133.
29 Pan Y, Zhang J Q. Born unequal: A study of the helpfulness of user-generated product reviews[J]. Journal of Retailing,2011, 87(4): 598-612. DOI:10.1016/j.jretai.2011.05.002
30 Peres R, Van den Bulte C. When to take or forgo new product exclusivity: Balancing protection from competition against word-of-mouth spillover[J]. Journal of Marketing,2014, 78(2): 83-100. DOI:10.1509/jm.12.0344
31 Qu Y, Zhang J. Trade area analysis using user generated mobile location data[A]. Proceedings of the 22nd International Conference on World Wide Web[C]. Rio de Janeiro, Brazil: ACM, 2013: 1053–1064.
32 Roehm M L, Tybout A M. When will a brand scandal spill over, and how should competitors respond?[J]. Journal of Marketing Research,2006, 43(3): 366-373. DOI:10.1509/jmkr.43.3.366
33 Russell G J, Petersen A. Analysis of cross category dependence in market basket selection[J]. Journal of Retailing,2000, 76(3): 367-392. DOI:10.1016/S0022-4359(00)00030-0
34 Seetharaman P B, Chib S, Ainslie A, et al. Models of multi-category choice behavior[J]. Marketing Letters,2005, 16(3-4): 239-254. DOI:10.1007/s11002-005-5888-y
35 Spence M. Job market signaling[J]. The Quarterly Journal of Economics,1973, 87(3): 355-374. DOI:10.2307/1882010
36 Srivastava R K, Leone R P, Shocker A D. Market structure analysis: Hierarchical clustering of products based on substitution-in-use[J]. Journal of Marketing,1981, 45(3): 38-48. DOI:10.1177/002224298104500303
37 Sujan M. Consumer knowledge: Effects on evaluation strategies mediating consumer judgments[J]. Journal of Consumer Research,1985, 12(1): 31-46. DOI:10.1086/jcr.1985.12.issue-1
39 Zhu F, Zhang X Q. Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics[J]. Journal of Marketing,2010, 74(2): 133-148. DOI:10.1509/jm.74.2.133
引用本文
汪涛, 于雪. 在线评论的口碑溢出效应及其在品牌间的差异研究[J]. 外国经济与管理, 2019, 41(7): 125-136.
导出参考文献，格式为：
下一篇：供应链金融与企业创新投入
