Research On The Usefulness Of Online Movie Reviews Integrated With LDA Theme Analysis

With the deep integration of the "Internet+" film industry,various online movie platforms have been constantly updated,and online ticketing and online seat selection services are the world’s leading,allowing audiences to purchase movie tickets and post movie reviews online at any time.Existing research shows that online film reviews not only influence movie box office and word-of-mouth,but also can reflect online word-of-mouth orientation and audience value orientation,which has important research value.However,in the era of big data,due to the information overload caused by the massive movie reviews and the uneven quality of the movie reviews,the audience cannot effectively identify and use the valuable information in it,which affects the efficiency of decision-making.Therefore,in the face of massive movie reviews,how to quickly identify information that is useful for consumer decision-making,and how to efficiently grasp public preferences to create more popular and high-quality movie works have attracted widespread attention from academia.Focusing on the above questions,this paper conducts a research on the usefulness of online movie reviews by incorporating LDA theme analysis,exploring the relevant factors that affect the usefulness of online movie reviews,analyzes the audience’s emotional attitude towards movies,and finds out the potential thematic features implicit in the content of the film reviews.First of all,in order to answer the core question of "what kind of online movie reviews are more useful to the audience",this paper takes information adoption theory as the analytical framework,from the perspective of movie reviewers and content quality,selects the characteristic factors that influence the usefulness of online movie reviews,and then builds a theoretical model of the usefulness of online movie reviews.The Stata 14.0 software performs regression analysis to quantitatively depict the relationship between each indicator factor and the usefulness of online movie reviews.The research was found that consumers pay more attention to the content of movie reviews than to the reviewer attributes when perceiving the usefulness of movie reviews,and the polarity of the rating of movie reviews has a significant effect on the usefulness of online movie reviews.Then,by analyzes the subjective attitudes contained in movie reviews in detail to understand audience preferences,so as to "discuss what are the characteristic themes of strongly useful and highly quality movie reviews".In this paper,through use the word frequency statistics and Word-cloud visualization to the pre-processed’ online movie reviews,it was found that the useful and high-quality online movie reviews contain a large number of strong emotional words;After that,using the emotion analysis tool of baidu-AI open platform,the emotion classification model based on Bi-LSTM neural network accurately and efficiently classifies movie reviews of 180 movies in total of nine different types into three categories: neutral,positive and negative,and statistically analyze its emotional intensity;Finally,based on the LDA theme model,the movie reviews with finished emotion classification were extracted by theme,and use Perplexity and mean similarity to determine the optimal number of topics,and list in each category the top four topics for core feature words to display.It turns out that the high-quality and useful movie review contents of published by the audiences mainly revolves around six aspects: movie characters,directors’ and screenwriters’ level,the storyline,the movie theme,the scene design,and movie values.The main theoretical and practical implications of this paper are as follows: First,the movie rating is integrated into the information adoption model as a control variable,which expands the application of the information adoption model in the field of movie reviews,and studies the influencing factors of online movie reviews usefulness from the audiences’ perspective;Second,the movie reviews information that is valuable to the audiences is quickly filtered out from the large amount of movie reviews,which improves the efficiency of the audiences’ decision making;Third,the audience’s perception of the usefulness of online movie reviews comes from the recognition of emotions in movie reviews.This article helps movie producers analyze the subjective attitudes of audiences,grasp the audience’s preferences,and provide references for them to create more popular and higher-quality movie works;Fourth,extracting the core concerns of audiences about movies,maximizing the value of online film reviews,and helping to promote the vigorous development of the film industry.