【作者】 李璇；

【导师】 石文华；

【作者基本信息】 北京邮电大学 ， 工商管理， 2021， 硕士

【摘要】 随着互联网的普及,带动了网络平台的发展,电子商务领域也逐渐走入人们的视野。作为文化产业的重要组成部分,电影产业的产品和服务也在向电子商务方面发展。在网络平台的作用下,消费者观影后可以在各大网络平台分享自己的观影体验,并与其他已观看的消费者进行讨论,进一步发表自己的观点,为阅读者提供更全面的影片信息。但当积极和消极的评论信息同时存在时,就形成了具有矛盾性的在线评论。在现实电影网站中,普遍存在这种具有一定正负比例的矛盾性评论。近年来,学者们对矛盾性评论的研究越来越广泛,已有矛盾性评论的研究中主要是针对搜索型商品开展的研究,对于体验型产品的研究较少,尤其是电影这种具有特殊性的体验型产品也存在矛盾性的评论。因此,本文通过对矛盾性评论和电影在线评论研究的回顾,聚焦于同一电影的不同评论者的矛盾性评论,找到其对票房的影响。首先,根据以往学者的研究成果,将矛盾性评论定义为具有一定的评论数量,其中正面评论和负面评论达到一定的比例,并在评论内容上包含评分差异与情感差异的在线评论。接着,将矛盾性评论的外延扩展为评分方差、情感方差、影评短评平均情感差异和影评短评平均分的评分差异,从而构建电影在线评论对票房影响的理论模型。然后,从豆瓣电影中爬取已上映的不同院线电影在线评论,从三个方向划分为六个维度,分析了在线评论数量、评论长度、评分方差、情感差异、影评短评平均情感差异和影评短评平均分的评分是否对电影票房收入产生影响。研究结果显示,在线电影评论的短评数量、影评数量、短评长度、影评长度、影评情感差异和短评情感差异六个因素显著的正向影响电影票房收入,而短评评分方差、影评评分方差、影评短评平均情感差异和影评短评平均分的评分差异对电影票房收入没有显著的正向影响。因此,结果表明在线电影评论的矛盾性对电影票房是具有一定影响的。通过本文研究,一方面可以对现有矛盾性评论对体验型产品的研究进行补充,并丰富在线电影评论对电影票房影响的研究。另一方面也可以为网络平台和电影发行商们能更好的利用矛盾性在线评论,影响消费者的购买决策,提供合理化的建议。更多还原

【Abstract】 With the popularity of the Internet,the development of the network platform has been driven,and the field of e-commerce has gradually entered people’s vision.As an important part of the cultural industry,the film industry’s products and services are also developing towards e-commerce.Under the role of network platforms,consumers can share their movie-watching experience on various network platforms after watching the movie,and discuss with other consumers who have watched the movie to further express their views,so as to provide more comprehensive information about the movie for readers.But when both positive and negative comment information exists,online comments are paradoxical.This kind of contradictory comments with a certain positive and negative ratio are common in real movie websites.In recent years,scholars have made more and more extensive studies on contradictory reviews.The existing studies on contradictory reviews are mainly focused on search-type commodities,but there are few studies on experience-type products,especially films,which have special experience-type products.Therefore,by reviewing the research on contradictory reviews and online reviews of films,this paper focuses on the contradictory reviews of different critics of the same film to find its impact on the box office.First of all,according to the previous research results of scholars,contradictory comments are defined as online comments with a certain number of comments,in which a certain proportion of positive comments and negative comments reach a certain proportion,and the comments contain differences in ratings and emotional differences in content.Then,the extension of contradictory reviews is extended into rating variance,sentiment variance,average sentiment difference of film reviews and average rating difference of film reviews,so as to construct a theoretical model of the impact of film online reviews on box office.Then,the online reviews of films released in different theaters were collected from Douban films and divided into six dimensions from three directions.The paper analyzed whether the number of online reviews,the length of reviews,the variance of scores,the emotional difference,the average emotional difference of film reviews and the average score of film reviews had an impact on the box office revenue of films.Results show that a number of essays online movie reviews,film quantity,short length,length of film,emotional differences and essay reviews six factors are significant difference of positive influence on film at the box office,the essay score variance,the difference of average score variance,reviews essay reviews the emotion and the essay reviews the average score of film at the box office no significant differences in positive influence.Therefore,the results show that the contradictions of online movie reviews have a certain impact on the box office.Through this study,on the one hand,it can supplement the existing research on the impact of contradictory reviews on experience-based products,and enrich the research on the impact of online movie reviews on movie box office.On the other hand,it can also provide reasonable suggestions for network platforms and film distributors to make better use of contradictory online reviews to influence consumers’purchasing decisions.更多还原