评论方差与电影销售的再检验:倒u型关系和边界条件

IF 5.9 3区 管理学 Q1 BUSINESS Internet Research Pub Date : 2023-11-20 DOI:10.1108/intr-08-2021-0536
Jungwon Lee, Cheol Park
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引用次数: 0

摘要

目的本研究基于启发式系统模型(HSM),动态考察评价方差对销售的影响以及缓和这种影响的边界条件。设计/方法/途径基于HSM的理论领域,提出了一个概念模型,分析了评价方差与销售之间的非线性关系以及调节这种关系的交互作用和动机因素。收集美国和韩国针对电影行业的网站评论数据,对作者的假设进行实证分析,并使用面板回归分析进行验证。在交互因素和动机因素的调节下,综述方差与综述方差呈倒u型关系。其中,评价效价和拥有社交媒体(OSM)作为交互因素产生正向交互效应,选择数作为激励因素与评价方差产生正向交互效应。评价差异的影响在美国比在韩国更不明显。独创性/价值研究结果揭示了评论方差与销售额之间的非线性关系,从而支持了先前研究的矛盾结果。本研究通过使用在线评论数据,将高速切削作为理论框架来验证各种高速切削机制,从而为文献做出贡献。这一探索性研究也有助于国际市场营销文献表明,审查差异的影响在不同的文化。
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Reexamining review variance and movie sales: the inverted-U-shaped relationship and boundary conditions

Purpose

This study is based on the heuristic-systematic model (HSM) to dynamically examine the effect of review variance on sales and the boundary conditions that mitigate this effect.

Design/methodology/approach

Based on the theoretical domain of HSM, a conceptual model is proposed that analyzes the nonlinear relationship between review variance and sales and the interaction and motivation factors that moderate these relationships. Review data from websites targeting the film industry in the USA and South Korea (Korea) were collected to empirically analyze the authors' hypothesis, and panel regression analysis was used for confirmation.

Findings

Moderated by interactive and motivational factors, review variance exhibits an inverse-U-shaped relationship with review variance. Specifically, as an interaction factor, review valence and owned social media (OSM) resulted in positive interaction effects, and as a motivation factor, the number of alternatives exhibited a positive interaction effect with review variance. The effect of review variance was less pronounced in the USA than in Korea.

Originality/value

The study outcomes reveal a nonlinear relationship between review variance and sales, thus supporting the contradictory findings of previous studies. This study contributes to the literature by using the HSM as a theoretical framework to verify various HSM mechanisms using online review data. This exploratory study also contributes to the international marketing literature by showing that the effects of review variance vary across cultures.

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来源期刊
Internet Research
Internet Research 工程技术-电信学
CiteScore
11.20
自引率
10.20%
发文量
85
审稿时长
>12 weeks
期刊介绍: This wide-ranging interdisciplinary journal looks at the social, ethical, economic and political implications of the internet. Recent issues have focused on online and mobile gaming, the sharing economy, and the dark side of social media.
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