An Empirical Investigation of the Online Commentary Behavior Dynamics Based on the Marginal Utility Theory

An Empirical Investigation of the Online Commentary Behavior Dynamics Based on the Marginal Utility Theory

He Jianjia (School of Business, University of Shanghai for Science and Technology, Shanghai, China), Chen Lihua (School of Business, University of Shanghai for Science and Technology, Shanghai, China), Li Junxiang (School of Business, University of Shanghai for Science and Technology, Shanghai, China) and Liu Shengmin (School of Business, University of Shanghai for Science and Technology, Shanghai, China)
Copyright: © 2020 |Pages: 15
DOI: 10.4018/IJEIS.2020040106

Abstract

As a typical online word-of-mouth, online commentary has an important impact on consumer purchasing decisions. Therefore, it is very important to study the behavior of consumer online commentary. In this study, the user's behavior is quantitatively analyzed based on the real data of the website, and a user behavior dynamics model under the influence of marginal utility is constructed. The study found that the user comment behavior is subject to power law distribution, different levels of user activity are different and there is a tendency to rise first and then decline. This study provides a theoretical basis for the website to adjust customer relationship management in a timely manner.
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2. Literature Review

As a typical online word of mouth, online commentary has an important impact on consumers' purchasing decisions. Therefore, it is of great commercial value to study the behavior of consumer online commentary. The current research mainly involves the following three aspects.

2.1. The Impact of Online Reviews on Purchase Intentions

Chan, Lam, Chow, Fong and Law (2017) based on homogeneity and similarity-attraction theory, whether research commentary titers are positively correlated with consumers' willingness to book hotels; Du, Ding, Xie and Lei (2016) The online review is the research object, and the influence model of online review on consumers' purchasing intention is constructed based on the receiver's professional ability; Gavilan et al. (2018) analyzed the impact of positive and negative comments on the first stage of the hotel booking process; He (2019) based on signal theory and rational behavior theory, using SEM analysis method to construct consumer repurchase intention model under the network word of mouth perspective; Hsu, Yu and Chang (2017) explored online user reviews, regulatory focus and product type pairs The influence of consumers' willingness to purchase and whether they are regulated by perceived fairness; Hong, Zheng, Zhou and Ao (2019) proposed a theoretical model of online review of college students' willingness to purchase based on existing literature; Shan and Zhao (2017) Based on the ELM model, study the interaction mechanism between consumers' own contradictory attitudes and Internet word-of-mouth; Thakur (2018) analyzes the participation of users, especially those who use mobile devices to shop. Online reviews in the role; Zhao et al. (2018) based on the theory of social influence, this paper explores the sources and influences of the influence and value expression of consumers' online comments; Yang, Sun, Lin, Qi and Gu (2018) based on the theory of information communication, constructed a theoretical model of the influence of Internet word-of-mouth on consumers' willingness to purchase books.

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