媒體曝光對銷量之影響：以臺灣網路書店為例

The Influence of Media Exposure on Sales: A Case Study of An Online Bookstore in Taiwan

羅健華(Chien-Hua Lo)

指導教授 ： 江淳芳

共同指導教授 ： 馮勃翰(Po-Han Fong)

國立臺灣大學/社會科學院/經濟學研究所/碩士(2018年)

https://doi.org/10.6342/NTU201802988

摘要

我們利用網路書店的訂單資料，來衡量廣播節目曝光與網路書店促銷活動對書籍銷售量的影響。我們發現在廣播節目播出當天，在該集節目中所介紹的書目的銷售量會增加16.01 倍，此效果大約會隨著時間經過而遞減。至於書店的促銷活動，我們把焦點放在該書店每天挑選一本書所進行的「單日六六折」，以及搭配主打書目所推出的「加購六六折」，我們認為除了價格之外，網路上的曝光也會對銷售量有所影響，因此在促銷活動結束後，即使售價已經恢復，短期內銷售量仍會增加；而實證結果顯示，在促銷活動結束後，銷
售量在四天內仍然顯著提升。以「單日六六折」為例，促銷隔天的銷售量平均仍會增加約5.65 倍，而曝光度較低的「加購六六折」，促銷隔天的銷售量只增加約2.62 倍，可見網路曝光的強度是影響銷售量改變幅度的因素之一。

關鍵字

書籍銷售 ； 價格折扣 ； 廣播媒體 ； 媒體曝光 ； 網路行銷

並列摘要

We use online bookstore order data to measure the impact of broadcasting exposure and online promotions on book sales volume, and find that on the broadcasting day, the sales volume of books introduced in the episode increases by 16.01 times, and the effect roughly decreases as time flows. As for the online promotions, we focus on the 34% off! Today Only, a promotion activity in which the online bookstore picks a book per day for discount, and Additional Purchase With 34% off, Today Only for some promotional books. We claim that besides price effect, the online exposure also affects the sales volume. After the promotion day, the sales volume increases in the short term even if the price has recovered. Empirical results show that the sales volume increases significantly in four days after the promotion day. Take 34% off! Today Only as an example, the sales volume of the next day of promotion increases by 5.65 times. As for Additional Purchase With 34% off, Today Only, the sales volume of the next day of promotion only increases by 2.62 times. It shows that the intensity of the online exposure affects the change rate of sales.

並列關鍵字

book sales ； discount pricing ； radio media ； media exposure ； online marketing

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