在线影评和在线短评对票房收入影响的比较研究

doi:10.16381/j.cnki.issn1003-207x.2017.10.017

Abstract

Abstract: Online reviews have been hot issues of researches in recent years. With the wealth of information carrier, the form of online reviews is more and more diversified. Nowadays the data source of research on online reviews mainly has two types:third-party product reviews and non-professional comment. However, there is little study about comparing the differences between two types of online reviews. In this article, the online movie review is divided into long review and short comment. Firstly, based on the review of literature, a conceptual framework is proposed to examine the impact of movie reviews on box-office. Then the online reviews data is collected from Douban movie Web site. The effects of review and comment on box-office incomes based on panel data are compared. The results show that review volume has no significant impact on box-office. Furthermore,the effect of comment volume weakened by week after reaching a peak. Besides,the influence of review valence variance doesnit exist until third week, but the comment valence variance continues to fifth week. Whether in volume or valence variance, comment has great influence on sales than review. The result indicates that the comment playas more important role in online movie reviews. This study is not only helyful for the further research of the impact of reviews on sales, but also optimizethes marketing strategies for movie producer and movie review site.

Key words: online reviews, volume, extremity, box-office

CLC Number:

SHI Wen-hua, ZHONG Bi-yuan, ZHANG Qi. Comparing the Effects of Online Reviews and Online Comments on Box-office Incomes[J]. Chinese Journal of Management Science, 2017, 25(10): 162-170.

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Comparing the Effects of Online Reviews and Online Comments on Box-office Incomes

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