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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。
Online reviews are very concerned by scholars in recent years. With the abundance of information carriers, the forms of online reviews are becoming more and more diversified. The sources of online reviews of online research today are mainly the third-party professional reviews and non-professional reviews. However, no study has compared the differences between the two types of commentaries. This article further divides the online movie reviews into longer and more professional critics and shorter and non-professional short reviews. Based on the previous research results, this article builds a comprehensive model of movie online reviews on the box office impact, and then crawls different movies from the Douban movie Of online reviews, the use of eviews7.0 panel data in the context of comparative analysis of the impact of film reviews and short comments on the box office revenue. The study found that, firstly, the number of film critics has no effect on the box office receipts, and the impact of the number of short films on the box office receipts shows an inverted U-shaped change. Second, the impact of film critics on the box office receipts lasts to the third week, Box office revenue impact lasted five weeks; third, both the number and the extreme, the short comment in the weekly regression results than the impact of film critics. The conclusion shows that the comment form that plays a more important role in online movie reviews is short commentary. Through this study, we can enrich the research on the impact of online reviews on sales volumes, and provide targeted online review websites and film producers with targeted feasibility marketing advice.