可读性和吸引性对商品销量的影响——基于电影简介的文本分析  

The Impact of Readability and Attractiveness on Product Sales——Text Analysis Based on Movie Introduction

作　　者：刘德文 高维和 闵凉宇 LIU De-wen;GAO Wei-he;MIN Liang-yu(School of Management,Nanjing University of Posts&Telecommunications,Nanjing 210003,China;College of Business,Shanghai University of Finance and Economics,Shanghai 200433,China;Faculty of Business Information,Shanghai Business School,Shanghai 200235,China)

机构地区：[1]南京邮电大学管理学院,江苏南京210003 [2]上海财经大学商学院,上海200433 [3]上海商学院商务信息学院,上海200235

出　　处：《中国管理科学》2022年第6期167-177,共11页Chinese Journal of Management Science

基　　金：国家自然科学基金资助项目(71872106,71572099);上海财经大学研究生创新基金资助项目(CXJJ-2019-325,CXJJ-2018-401)。

摘　　要：商品简介为企业提供着向消费者传递商品信息,并激起消费者购买欲的重要作用。但是鲜有研究对商品简介文本的营销效果进行分析。为了弥补上述研究缺陷,本文基于营销实践的特征和相关文献梳理,并采用机器学习的方式度量了中国大陆2018年上映264部电影简介文本的可读性和吸引性水平,并检验其对首周票房和总票房的影响。研究发现,简介文本的可读性和吸引性对首周票房和总票房有差异化的影响,可读性对于首周票房的影响较大,而吸引性对总票房的影响较大。此外,明星的存在削弱了文本可读性和吸引性对票房的影响;而且,在高电影评分组中,可读性和吸引性对首周票房及总票房的负向交互作用显著。本文基于启发式-系统式模型凝练出商品简介文本的可读性和吸引性两个特征并研究其对票房的影响,对丰富中国电影研究,指导中国电影营销实践具有重要参考价值。Product introduction plays an important role in consumer purchase decisions. It is of practical significance to understand how to design and craft the text introduction so as to study consumer purchase decision making behavior of such products. However, previous marketing text analysis researches have mainly focused on consumer-side variables(e.g., online reviews), and didn’t pay enough attention on producer-side variables(e.g., product introduction). Also, the outcome variables in previous text analysis studies included only non-purchase variables such as shares, comments and likes. Due to the difficulty of matching product sales at an aggregate level, few studies have used actual secondary data to quantify the impact of text-based outcomes.To overcome the mentioned research gap, based on relevant marketing practices and heuristic-systemic model, two characteristics of movie introduction(readability and attractiveness) are proposed. Then, used a machine learning SVM model, the readability and attractiveness level of the introduction of 264 films released in Chinese mainland in 2018 are computed and its impact on the box office in short term and long term are tested. It is found that: movie introduction’s readability and attractiveness have a different impact on first week’s box office and total box office. Readability has a greater impact on first week’s box office, and attractiveness has a greater impact on total box office. Beside, the presence of stars undermined the impact of readability and attractiveness on the box office, and readability and attractiveness have significant negative interactions effect on first week’s box office and total box office in the high-rating movie group. The research conclusion has great practical significance for the development of the Chinese movie industry and reasonable guidance for movie managers in promoting movie sales.

关 键 词：电影简介 可读性 吸引性 机器学习 

分 类 号：F274[经济管理—企业管理] F235.92[经济管理—国民经济]