在线影评和在线短评对票房收入影响的比较研究

发布时间：2018-04-18 14:00

  本文选题：在线评论 + 评论数量　； 参考：《中国管理科学》2017年10期

【摘要】：在线评论是近几年学者十分关注的问题,随着信息载体的丰富,在线评论的形式也越来越多样化,现今研究在线评论数据来源主要有第三方专业评论和非专业评论两大类,但并未有研究对比过两类评论对之间的差异。本文将在线电影评论进一步区分为较长且专业的影评和较短且非专业的短评,首先结合前人研究成果构建了电影在线评论对票房影响的综合模型,然后从豆瓣电影爬取了不同电影的在线评论,利用eviews7.0在面板数据的环境下对比分析了影评与短评对票房收入的影响。研究发现,第一,影评数量对票房收入无影响,而短评数量对票房收入的影响呈倒U形变化;第二,影评极端性对票房收入的影响持续至第三周,而短评极端性对票房收入影响持续至第五周;第三,无论是数量还是极端性,短评在每周的回归结果中均比影评的影响大。结论表明,在线电影评论中起到更重要作用的评论形式为短评。通过本文研究,可以丰富在线评论对销量影响的研究,并能够给在线电影评论网站以及电影出品方提供有针对的可行性营销建议。
[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.

【作者单位】： 北京邮电大学经济管理学院;
【基金】：国家自然科学基金资助项目(71371034,71372194)
【分类号】：J943
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本文编号：1768662