| With the growing popularity and rapid development of the Internet,people is increasingly willing to share the information about the product evaluation on BBS, blog, other third-party users reviews websites, etc. As an important form of word of mouth, online reviews cause great changes in consumer behavior and purchase attitudes. Therefore, online reviews gradually get the attention of many businessmen and scholars, and become a marketing tool for businesses.Taking movie as studied product, this article classifies movie online reviews into reviews and comment, and then studies the different impact of the reviews and comment on movie box-office. Firstly, based on the review of literature, this study proposes a conceptual framework to examine the impact of movie reviews on box-office. The online reviews data were collected from Douban movie Web site, containing 43 movies,with 614982 online reviews messages to be coded after excluding titles for which there is no reliable information. Through the panel data analysis of Eviews 7, the main conclusions are as follows:1. Review volume has no significant impact on box-office, however comment volume exceeds the positive effect. Furthermore, the effect of comment volume weakened by week after reaching a peak.2. The impact of both reviews and comments valence variance on box-office are significant, but they have the various patterns. The influence of review valence variance was not existed until three week, but the comment valence variance continued to four week.3. The comment effect on box-office is more than reviews. From the point of volume, review volume have no significant effect, but comment have. As for valence variance, comments have larger degree of disagreement and more lively discussion than review.4. The influence of online movie reviews on box-office weakened over time. |
