| 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. |
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