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Modern Management 2023
探索在线评论对票房收入的影响——基于多维度情感视角
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Abstract:
本文选取了2017~2021年的121,603条在线评论，将多属性态度理论引入到实证研究中，从多维度情感驱动的新视角考察在线评论对票房的影响。采用DTM (Dynamic Topic Models，动态主题模型)和情感挖掘技术从在线评论中提取特定维度的情感，然后使用分位数回归分析多维度情感对电影票房的影响。研究结果表明，三个维度的情感对电影票房具有正向促进作用(明星、类型和情节)。具体而言，明星对票房的影响呈现倒U型，情节对票房的影响随着分位数的上升而增加，类型对于票房的影响集中在中部的分位点。情感方差负向调节三个特定维度情绪对票房的影响。我们的研究丰富了关于网络评论和电影营销的实证研究，并基于实证结果提出了一些管理意义和实践见解。
This paper selects 121,603 online reviews from 2017 to 2021, introduces multi-attribute attitude theory into empirical research, and examines the impact of online reviews on box office from a new perspective driven by multi-dimensional emotions. This paper uses DTM (Dynamic Topic Model) and sentiment mining technology to extract the sentiment of specific dimensions from online reviews, and then using quantile regression to analyze the impact of multi-dimensional sentiment on movie box office. The results of the study show that three dimensions of emotion have a positive effect on movie box office (star, genre and plot). Specifically, the influence of stars on box office presents an inverted U shape, the influence of plot on box office increases as the quantile rises, and the influence of genre on box office is concentrated in the middle quantile. Emotional variance negatively moderates the impact of three specific dimensions of emotion on box office. Our study enriches the empirical research on online reviews and movie marketing, and proposes some managerial implications and practical insights based on the empirical results.
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