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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, Chen Lihua, Li Junxiang, Liu Shengmin
Copyright: © 2020 |Volume: 16 |Issue: 2 |Pages: 15
ISSN: 1548-1115|EISSN: 1548-1123|EISBN13: 9781799805021|DOI: 10.4018/IJEIS.2020040106
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MLA

Jianjia, He, et al. "An Empirical Investigation of the Online Commentary Behavior Dynamics Based on the Marginal Utility Theory." IJEIS vol.16, no.2 2020: pp.92-106. http://doi.org/10.4018/IJEIS.2020040106

APA

Jianjia, H., Lihua, C., Junxiang, L., & Shengmin, L. (2020). An Empirical Investigation of the Online Commentary Behavior Dynamics Based on the Marginal Utility Theory. International Journal of Enterprise Information Systems (IJEIS), 16(2), 92-106. http://doi.org/10.4018/IJEIS.2020040106

Chicago

Jianjia, He, et al. "An Empirical Investigation of the Online Commentary Behavior Dynamics Based on the Marginal Utility Theory," International Journal of Enterprise Information Systems (IJEIS) 16, no.2: 92-106. http://doi.org/10.4018/IJEIS.2020040106

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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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