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

He Jianjia, Chen Lihua, Li Junxiang and Liu Shengmin
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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
Liu Shengmin: School of Business, University of Shanghai for Science and Technology, Shanghai, China

International Journal of Enterprise Information Systems (IJEIS), 2020, vol. 16, issue 2, 92-106

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.

Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jeis00:v:16:y:2020:i:2:p:92-106

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