消费者在产品删除决策中的声音有多大？零售分析洞察

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services Pub Date : 2024-10-04 DOI:10.1016/j.jretconser.2024.104110

Qingyun Zhu , Yiru Wang , Xun Xu , Joseph Sarkis

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引用次数: 0

摘要

本研究探讨了在线消费者评论在产品删除决策中的作用。在产品组合管理理论和信号理论的基础上，我们将以在线消费者评论行为为代表的消费者声音与组织声音战略产品删除决策相结合。我们使用文本挖掘和逻辑回归模型对消费者在线评论与组织产品删除决策之间的关系进行了实证评估。结果表明，消费者在线评论特征是影响产品删除决策的重要因素。研究结果表明，评论属性评分较低的产品，或评论内容与核心性能属性相关性较低的产品，更有可能被删除。在线评论的语言零售分析特征也为产品删除决策提供了启示。评论主观性较强、长度较短、可读性较低的产品更有可能被删除。购买前消费者的声音--认为在线评论有用或无用--也会影响产品删除决策。总的结论是，当涉及到通过删除产品进行产品规划和产品组合管理时，在线评论可以为战略和战术层面更智能的零售运营规划提供重要的零售分析。

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How loud is consumer voice in product deletion decisions? Retail analytic insights

This study examines the role of online consumer reviews in product deletion decisions. Building upon product portfolio management theory and the signaling theory, we integrate consumer voice, represented by online consumer review behavior into organizational voice—strategic product deletion decision-making. We empirically evaluated the relationship between online consumer reviews and organizational product deletion decisions using text mining and logistic regression models. The results indicate consumer online review characteristics are significant factors for product deletion decisions. Findings suggest that products with lower review attribute ratings, or those with textual review content less pertinent to the core performance attributes, are more likely to be deleted. The linguistic retail analytic characteristics of online reviews also provide insights for product deletion decisions. Products with reviews having higher subjectivity, shorter length, and lower readability are more likely to be deleted. Pre-purchase consumer voice—the perceived helpfulness or unhelpfulness of online reviews also impacts product deletion decisions. A general conclusion is that online reviews can provide important retail analytics for smarter retail operations planning at the strategic and tactical levels when it comes to product planning and portfolio management through product deletion.

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来源期刊

Journal of Retailing and Consumer Services BUSINESS-

CiteScore

20.40

自引率

14.40%

发文量

340

审稿时长

20 days

期刊介绍： The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.