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

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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)

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.

Suggested Citation

  • He Jianjia & Chen Lihua & Li Junxiang & Liu Shengmin, 2020. "An Empirical Investigation of the Online Commentary Behavior Dynamics Based on the Marginal Utility Theory," International Journal of Enterprise Information Systems (IJEIS), IGI Global, vol. 16(2), pages 92-106, April.
    • Handle: RePEc:igg:jeis00:v:16:y:2020:i:2:p:92-106
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