本研究主要探討新產品擴散的影響因素，在搜集相關文獻後發現，少有人以經驗品之服飾、明星專輯來分析價格對新產品擴散的影響，以及線上評論對新產品擴散的影響。因此，本研究希望透過搜集Amazon網站上的四種經驗品，包括洋裝(14個)、T-shirt(5個)、鞋子(10個)、CD(6個)等，共35個產品。口碑資料12,815筆，銷售資料4,527筆，並分別探討新產品在銷售時，價格對新產品擴散的影響，以及線上評論的字數和口碑質(valence)對新產品擴散的影響。
研究結果顯示：(1)價格對新產品擴散呈負向相關；(2)線上評論字數對新產品擴散具正向相關；(3)口碑質對新產品擴散沒有顯著相關；(4)線上評論字數對口碑質呈倒U字型影響。
This research mainly discusses the influencing factors of product sales diffusion. After collecting relevant literature, it is found that few people use experience clothing and albums to analyze the impact of product characteristics on sales diffusion and the impact of online reviews on sales diffusion. Therefore, this research hopes to collect a total of 35 products by collecting four empirical products on Amazong, including dresses (14), T-shirts (5), shoes (10), and CD (6). 12815 word-of-mouth information, 4527 sales information and discussed the impact of product price on sales diffusion, product color on sales, the number of online reviews on sales diffusion, and word-of-mouth valence on sales diffusion Impact.
The results of the study show that: (1) The effect of price on product diffusion is negatively correlated.; (2) The number of online reviews has a positive correlation with the spread of new products.; (3) Word-of-mouth valence is not significantly related to the spread of new products.; (4) The number of online comments has an inverted U-shaped impact on word-of-mouth quality.
