视频网站运营中用户评论的作用及实证分析被引量：9

Empirical Study of The Role of Users' Reviews in the Online Video Website Operation

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摘要网络视频的定制情况与视频的评论数量显著正相关,而与其好评率和顶踩数量没有显著关系。也就是说,即使视频的差评很多,也不会对视频的定制造成负面影响,即视频的差评不但没有对视频造成不好的影响,相反,由于加深了用户对视频的印象或者是存在感知,反而对视频的点播有正向作用,但好评的正向作用大于差评。相对于购物网站,视频网站更关注如何吸引用户评论,因为增加用户评论数量会相应地增加点播数量,从而增加整个网站的流量。 The amount of users’online reviews is positively associated with the number of click on the video,and the positive rating has no significant impact on it. That is to say that,even if there are a lot of negative feedback from the users,it may not hurt the click on this video. What’s more,because the negative feedback improve the users’awareness on the video,it has a positive impact on the click of this video. Compared with the online shopping website,online video website will pay more attention to how to attract more users＆#39; review. The reason for that is the increase in users＆#39; review will increase the number of click on the video,which will in turn increase the overall website traffic.

作者周良王璇

机构地区中国人民大学商学院北京化工大学经济管理学院

出处《中国流通经济》 CSSCI 北大核心 2015年第2期90-97,共8页 China Business and Market

基金中国人民大学科学研究基金--中央高校基本科研业务费专项资金资助项目"在线个性化定制:内在独特性需求与外在社会化影响之间的平衡"(项目编号:14XNH087)的部分成果

关键词视频定制视频评论用户口碑负面信息 video customization online review word of mouth negative information

分类号 F279.23 [经济管理—企业管理]

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