互联网信息级联效应下木质林产品厂商的质量行为研究

The Internet market is a new growth point for wood forest products industry, while consumers' concern about the quality of the product in the Internet market has hindered the industrial transformation and upgrading with the help of the Internet. Based on this background, the project uses the information cascade effect which occurs frequently in the Internet as the starting point to reveal the law of quality behavior of wood forest products enterprises in the new environment. Firstly, the project builds a wood forest product quality evaluation model based on product reviews, and quantifies the quality characteristics of wood forest products in the Internet market in China. Secondly, the project builds a new information cascade model and applies the functional coefficient regression model to reveal the formation mechanism and evolution of information cascade in Internet wood forest product market. Thirdly, the project builds a new manufacturer's quality model and applies the panel data quantile regression model to reveal the quality behavior rules of wood forest product enterprises under the Internet information cascade effect. Finally, the project studies the policy system to promote quality improvement of wood forest products in the Internet market. The project builds a new information cascade model and a new manufacturer's quality model incorporating the information cascade, which is more consistent with the reality of the Internet market. The project applies the sentiment analysis to solve the difficulty of quantifying the quality of wood forest products and applies the functional coefficient regression model to solve the difficulty to reflect the dynamic characteristics of the information cascade effect. The project reveals the new law of quality behavior of wood forest products enterprises under the Internet Environment and has good academic value and policy meaning.

互联网市场是木质林产品行业的新增长点，但消费者对互联网市场上产品质量的担忧阻碍了该行业借助互联网的转型升级。为此，本课题以互联网环境下频发的信息级联效应为切入点，试图揭示新环境下木质林产品厂商的质量行为规律。⑴先构建基于产品评论文本的木质林产品质量评价模型，量化分析我国互联网市场上木质林产品的质量特征。⑵构建新的信息级联模型和应用函数系数回归模型分析互联网木质林产品市场上信息级联的产生机理和演变规律。⑶构建新的厂商质量模型和应用面板分位数回归模型揭示木质林产品厂商在互联网信息级联效应下的质量行为规律。⑷研究促进质量提升的政策体系。本课题构建的信息级联模型和融入信息级联的厂商质量模型更符合互联网市场现实，采用文本情感分析法解决木质林产品质量难以量化的难题，采用函数系数回归模型解决信息级联效应动态特征难以估计的问题，揭示了互联网环境下木质林产品厂商的质量行为规律，具有很好的学术价值和政策涵义。

电子商务是数字经济最活跃、最集中的表现形式。借助互联网飞速发展的东风，木质林产品厂商纷纷布局线上，但越来越多的消费者质疑互联网渠道的产品质量水平。研究互联网环境下的厂商质量行为成为推动木质林产品厂商数字化转型升级的关键理论问题。.本课题先采用Python语言编制爬虫程序，采集了有352.84万条用户评论文本的互联网木质林产品市场的微观数据库；结合LDA主题模型和STM主题模型，构建了互联网市场木质林产品质量评价模型，并从产品评论文本中抽取消费者关注的质量维度和质量薄弱环节。其次，利用Meta回归分析法分析互联网市场口碑效应的形成机制，并利用断点回归模型分析了不同维度网络口碑对木质林产品消费的影响。再次，采用实验研究法探究线上线下渠道交互影响消费者对木质林产品厂商质量感知的机制，并运用断点回归模型分析网络口碑对木质林产品厂商服务质量行为的影响。最后，提出构建互联网环境下木质林产品质量监测体系和提升木质林产品质量的方案。.关键结论如下：第一，当商品真实性、服务水平、物流水平三个维度的网络口碑超过行业平均水平的临界值时，木质林产品月销量平均增长75.47%、101.89%和56.60%，但口碑效应在临界点处的“跳跃”现象会造成质量信号局部失真。第二，与纯线上销售渠道和纯线下销售渠道相比，消费者对线上线下混合销售的木质林产品的质量感知更高。第三，当网络口碑低于行业平均水平时，木质林产品厂商会采用更优质的服务质量弥补口碑劣势。第四，改善生产工艺等企业质量行为与企业创新活动高度重叠，而互联网平台经济增加了厂商的产品创新数量，但降低了创新质量。.研究结论具有重要的政策启示，如加强质量品牌建设等建议已被吸纳到正在编制的地方林业产业规划的文本中，完善互联网平台口碑机制的建议已应用到特定的平台建设中，加快补齐电商物流产业短板等建议已形成了9篇被政府部门采纳的决策咨询报告。