Page 107 - 臺大管理論叢第32卷第1期

NTU Management Review Vol. 32 No. 1 Apr. 2022

Table 1 The Effects of Comment Metrics on Revenues
Key
Product
Studies Method Comment Effects of Comment Metrics
Domain
Metrics
Godes and TV show Web Crawling/ Volume and Valence increases TV ratings
Mayzlin (2004) Regression valence

Dellarocas et Movies Web Crawling/ Volume and Both volume and valence
al. (2007) Bass model valence increase box office revenue

Duan et al. Movies Web Crawling/ Volume and Both volume and valence
(2008) 3SLS valence increase box office revenue
Regression
Chintagunta et Movies Web Crawling / Volume and Valence increases TV ratings
al. (2010) Regression valence

Moon, Bergey, Movies Web Crawling/ Volume and Volume decreases satisfaction
and Iacobucci Regression valence
(2010)
Wang and Yu Social media Questionnaire Volume and Both volume and valence
(2017) design/ valence increase box office revenue
Regression
This study A live- Web Crawling/ Volume and Both volume and valence
streaming Hierarchical valence increase gift-sending behavior
website Bayesian Model under the specific conditions of
the streamer's characteristics

2.3 Impact of Viewers' Discrete Emotional Comments on Viewers' Paid Gifting
Emotions are “a mental state of readiness that arises from cognitive appraisals
of events or thoughts” (Bagozzi, Gopinath, and Nyer, 1999). Discrete emotion theory
suggests that emotions include numerous positive (e.g., joy, surprise, amusement,

entertainment, enjoyment, interest, and happiness) and negative emotions (e.g., sadness,
anger, anxiety, surprise, fear, frustration, and disappointment) delineated as semantic
epithets (Teixeira, Wedel, and Pieters, 2012). Emotions play a vital role in comments
since the emotion expressed in a user's comment affects directly toward specific purchase

experiences (Yin et al., 2014). Table 2 lists recent studies regarding the effects of viewers'
emotions on paid gifting during live streaming. Phonthanukitithaworn and Sellitto (2017),
for example, state that viewers feel excitement and joy when using Facebook to watch live
sports telecasts, and these emotions indirectly affect their behavioral intentions. Similarly,

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