数字文化产品为何流行?基于积极心理理论的大规模文本分析  

Why Are Digital Cultural Products Popular?A Large-scale Text Analysis Based on Positive Psychology Theory

作　　者：龚诗阳 杨伟超 宋元明 汪婉芩 Gong Shiyang;Yang Weichao;Song Yuanming;Wang Wanqin(Business School,Beijing Normal University;School of Statistics,Beijing Normal University;Gatton College of Business and Economics,University of Kentucky;Marketing Department,Papergames)

机构地区：[1]北京师范大学经济与工商管理学院 [2]北京师范大学统计学院 [3]美国肯塔基大学经济管理学院 [4]苏州叠纸网络科技股份有限公司市场部

出　　处：《南开管理评论》2025年第1期175-186,共12页Nankai Business Review

基　　金：国家自然科学基金项目(72472012、71972040);北京师范大学中央高校基本科研业务费专项(2022NTSS43)资助。

摘　　要：随着消费者文化需求的日益增长,互联网上不断涌现出大量的数字文化产品(如小说、歌曲等)。本研究基于积极心理学理论,从消费者心理层面探索了这些数字文化产品获得成功的原因。借助自然语言处理和机器学习算法,我们开发了一种可以自动从数字文化产品的文本内容中提取积极心理主题特征的方法。随后,我们将该方法应用于大规模网络文学作品样本(N=18742),提取了24种积极心理主题(如智慧、勇敢、善良、团队、希望等)和典型词语,从而构建了代表作品中积极心理主题特征的变量。实证研究结果表明,数字文化产品中所反映的积极心理的强度和多样性均对产品流行度有显著的正向影响。本研究不仅从积极心理学的理论视角揭示了文化产品流行的原因,同时也为相关营销管理实践提供了方法支持和指导建议。In recent years,a large number of digital cultural products(e.g.,novels,songs,videos,and other creative content)have proliferated across the internet to meet the increasing demand for entertainment and cultural consumption.While some of these products rapidly achieve popularity,others fail to gain traction,despite having similar characteristics.This raises the question:Why do some cultural products become more popular than others?Traditionally,scholars have argued that the popularity of cultural products is largely random,driven primarily by patterns of social influence and incidental initial shocks.These initial,random shocks,such as early consumer choices or online buzz,can lead to a growing momentum as subsequent consumers are influenced by early attention.However,this perspective largely overlooks the role of individual-level psychological processes in shaping consumer preferences and cultural success.Building upon positive psychology theory,this paper explores the idea that cultural products'success may be driven,in part,by the positive psychological themes embedded within them.According to the theory of character strengths proposed by Peterson and Seligman(2004),there are 24 core strengths(e.g.,bravery,wisdom,kindness,etc.)that are central to human well-being and happiness.We hypothesize that these positive psychological themes reflected in cultural products can enhance their appeal by aligning with consumers'emotional and psychological needs.To test this hypothesis,we developed an innovative tool using natural language processing(NLP)to automatically extract and quantify the positive psychological features embedded in cultural products.Specifically,we employed guided Latent Dirichlet Allocation(LDA),a more f lexible extension of the traditional LDA model.Unlike unsupervised LDA,which generates topics solely based on data,the guided LDA model allows for the incorporation of predefined“seed words”based on positive psychology theory to guide the topic-generation process.This semi-supervised approach enabl

关 键 词：数字文化产品 积极心理 文本分析 自然语言处理 机器学习 

分 类 号：G63[文化科学—教育学]