| Relying on the rapid development of network information technology and the iterative upgrade of mobile devices,electronic game products have gradually become diversified,and their quality has been continuously improved;on the other hand,with the development of social economy,people have the ability and willingness to use electronic games as a daily pastime entertainment product and pay a certain fee for them.Given the two reasons above,the scale of Chinese electronic game market continues to expand.As a new experiential product,mobile video games are more subdivided and have more diverse elements than traditional experiential products such as books and movies,making users’ experience and comments on this type of product more subjective and uncertain,the traditional experiential product review usefulness influencing factors cannot well explain the research of the influencing factors of the mobile game product user reviews usefulness.Therefore,based on the information adoption model,this research studies the influencing factors of the mobile games’ review value from two aspects: the vertical product experience depth and horizontal product experience breadth of game users and the attributes of game user reviews.To sum up,this paper proposes the vertical product experience depth and horizontal product experience breadth of mobile game users,as well as the horizontal comparison characteristics and vertical self-characteristics of game user reviews.Based on the information adoption model,this paper studies the influencing factors and influencing mechanisms of the review value of mobile game products from the user’s game experience and game user review attributes.This paper selects 6,223 valid user and comment data of a popular mobile game on a third-party mobile game platform,and divides the data variables into horizontal comparative characteristics of comments,vertical self-characteristics,and depth of reviewer’s product experience based on the information adoption model.From the perspectives of mobile game users’ product experience degree and their review characteristics,the influencing factors of mobile game users’ online review value are studied.In this study,a negative binomial regression model was selected to test the hypothesis.The acquisition,processing and empirical analysis of research data are mainly based on the programming language Python and the professional statistical analysis software Stata.The empirical results show that:(1)From the perspective of mobile game users’ product experience degree,the vertical product experience depth(the time of mobile game users spending on the game)is correlated with the reviews value positively;no significant correlation between the horizontal product experience breadth(the number of historical games of users)and the usefulness of reviews has been found.(2)From the perspective of mobile game users’ comment attributes,the number of comments,the length of the comment text,and the revision of the comments are positively correlated with the usefulness of the comments;the text similarity of comments is negatively correlated with comment value.The theoretical significance of this study lies in that this study proposes an indicator of the product experience degree of game review senders based on the characteristics of mobile game users,and measures the indicator from the breadth of product experience horizontally and the depth of product experience vertically;In addition to the attributes of a single comment,this paper also vectorizes the comment text based on DOC2 VEC text analysis technology,and calculates the similarity between each comment and other comment texts,and adds the horizontal comparison feature of the comment to the range of comment features.The research on value influencing factors is expanded and subdivided in breadth and depth.The practical significance of this research is that the factors that affect the value of mobile game user reviews discovered based on empirical research can help mobile game developers to find highquality reviews that are helpful for game product improvement,and then help mobile game producers conduct development,latest updates and optimizations on their games,and provide new ways for mobile game developers to understand mobile game users.The innovation of this research is that,combined with the characteristics of mobile game users and their comments,the relevant indicators in the traditional information adoption model are subdivided and expanded horizontally and vertically,and an information adoption model is proposed to study the influencing factors of mobile game user comment value.Applying online review value research to mobile gaming products.The specific innovation is as follows: From the perspective of the information sources,the information adoption indicators of the current research mainly come from the information disclosure of the comment sender and the reputation of the comment sender.This study combines the characteristics of mobile game users to analyze the products of game users.The degree of experience is incorporated into the information adoption indicator as an information source feature,and this indicator is further divided into vertical experience depth(the game product experience time)and horizontal experience breadth(the number of historical game products).The perception of value is not only based on the reading of a single comment,but also compares the amount of information of a single comment with other comments.Therefore,this paper,in addition to studying the characteristics of a single comment,based on the DOC2 VEC text analysis technology,calculates a single comment and compared it with other comments.The text similarity of other comments is included in the comment attribute as a horizontal comparison feature of game user comments. |
PDF Full Text Request