本文選題：在線評(píng)論 + 評(píng)論數(shù)量　； 參考：《中國(guó)管理科學(xué)》2017年10期

【摘要】：在線評(píng)論是近幾年學(xué)者十分關(guān)注的問(wèn)題,隨著信息載體的豐富,在線評(píng)論的形式也越來(lái)越多樣化,現(xiàn)今研究在線評(píng)論數(shù)據(jù)來(lái)源主要有第三方專業(yè)評(píng)論和非專業(yè)評(píng)論兩大類,但并未有研究對(duì)比過(guò)兩類評(píng)論對(duì)之間的差異。本文將在線電影評(píng)論進(jìn)一步區(qū)分為較長(zhǎng)且專業(yè)的影評(píng)和較短且非專業(yè)的短評(píng),首先結(jié)合前人研究成果構(gòu)建了電影在線評(píng)論對(duì)票房影響的綜合模型,然后從豆瓣電影爬取了不同電影的在線評(píng)論,利用eviews7.0在面板數(shù)據(jù)的環(huán)境下對(duì)比分析了影評(píng)與短評(píng)對(duì)票房收入的影響。研究發(fā)現(xiàn),第一,影評(píng)數(shù)量對(duì)票房收入無(wú)影響,而短評(píng)數(shù)量對(duì)票房收入的影響呈倒U形變化;第二,影評(píng)極端性對(duì)票房收入的影響持續(xù)至第三周,而短評(píng)極端性對(duì)票房收入影響持續(xù)至第五周;第三,無(wú)論是數(shù)量還是極端性,短評(píng)在每周的回歸結(jié)果中均比影評(píng)的影響大。結(jié)論表明,在線電影評(píng)論中起到更重要作用的評(píng)論形式為短評(píng)。通過(guò)本文研究,可以豐富在線評(píng)論對(duì)銷量影響的研究,并能夠給在線電影評(píng)論網(wǎng)站以及電影出品方提供有針對(duì)的可行性營(yíng)銷建議。
[Abstract]:Online reviews in recent years scholars are very concerned about the issue, as the carrier of information rich online comment form is becoming more and more diversified, the present study online review data sources are mainly third party professional reviews and non professional reviews two categories, but there is no study compared the differences between the two types of comments on this will be online in between. The movie review is further divided into long and short film and professional and non professional essay, firstly constructs the comprehensive model of the impact on the box office movie online reviews the results of previous studies, and then from the watercress movie crawling not online commentary with the film, using eviews7.0 panel data in the environment and the comparison and analysis of the impact of critics commentary on box office revenue. The study found that, first, the number of critics had no effect on the box office, and a number of inverted U shape of box office receipts; second, the very The end effect of box office receipts continued to third weeks, and the extremes of the commentary on box office revenue continued to fifth weeks; third, either the number or the extremes of the regression results in the weekly commentary than critics effect. The conclusion shows that the online film critics plays a more important role in the form of comments essay. Through this research, can have an impact on rich online reviews on sales, and be able to give online film review website, the film Chupin provides a feasibility for marketing advice.

【作者單位】： 北京郵電大學(xué)經(jīng)濟(jì)管理學(xué)院;
【基金】：國(guó)家自然科學(xué)基金資助項(xiàng)目(71371034,71372194)
【分類號(hào)】：J943
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本文編號(hào)：1768662