网络视频实时在线评论用户认可度的影响因素

Factors Influencing User Acceptance of Real-Time Online Comments

目前,网络视频实时在线评论激增带来的信息爆炸,使实时在线评论信息管理成为重要议题。以往对实时在线评论的研究多集中于个人行为结果方面,而缺乏对实时在线评论信息管理问题的关注;同时,现有视频网站对实时在线评论信息的管理也存在诸多局限。以爱奇艺视频网站热度榜中的电影为样本,基于信息质量维度框架并采用Tobit模型对实时在线评论用户认可度的影响因素进行研究,结果发现:实时在线评论的新颖性、相似性、情感倾向性和信息丰富性,均对实时在线评论的用户认可度存在显著影响,其中新颖性和相似性影响作用最大。视频网站可以据此进一步强化实时在线评论管理,改善用户的体验,保持用户的粘性。

The explosion of real-time online comments makes the management of real-time online comments an important issue at present.Previous studies on real-time online reviews focused more on personal behavior consequences than on information management.On the other hand,there exist limitations in the information management of real-time online comments in video websites.Based on the framework of information quality dimension,this paper uses Tobit model to study the factors influencing user acceptance of real-time online comment.Novelty,similarity,emotional orientation and information richness of real-time online comments have significant effects on user acceptance,among which novelty and similarity play the most important role.The research results can provide some help in the management of real-time online comment of video websites for better viscosity of users.