댓글이 음원 판매량에 미치는 차별적 영향에 관한텍스트마이닝 분석open accessThe Impact of Comments on Music Download and Streaming: A Text Mining Analysis
- Other Titles
- The Impact of Comments on Music Download and Streaming: A Text Mining Analysis
- Authors
- 박명석; 권영진; 이상용
- Issue Date
- Jun-2018
- Publisher
- 한국지식경영학회
- Keywords
- Big Data Usage; Text Mining; Music sales; Regression Analysis
- Citation
- 지식경영연구, v.19, no.2, pp.91 - 108
- Indexed
- KCI
- Journal Title
- 지식경영연구
- Volume
- 19
- Number
- 2
- Start Page
- 91
- End Page
- 108
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/16878
- DOI
- 10.15813/kmr.2018.19.2.005
- ISSN
- 1229-9553
- Abstract
- This study mainly focused on measuring the impact of comments for a particular song on the number of streamings and downloads. We modeled multiple regression equations to perform this analysis. We chose digital music market for the object of analysis because of its inherent characteristics, such as experience goods, high bandwagon effect, and so on. We carefully utilized text mining technique in accordance with the algorithm of Naïve Bayes classifier to distinguish whether a comment for a piece of music be regarded as positive or negative. In addition, we used ‘size of agency’ and ‘existence of hit song’ as moderating variables. The reason for usage of those variables is that those are assumed to affect users’ decision for selecting particular song especially when downloading or streaming via music sites. We found empirical evidences that positive comments for a particular song increase the number of both downloads and streamings. However, positive comments may decrease the number of downloads when the size of agency of the artist is big. As a result, we were able to say that a positive comment for a particular song functioned as ‘word-of-mouth’ effect, inducing other users’ behavioral response. We also found that other features of an artist such as size of the agency that the artist belongs to functioned as an external factor along with feature of the song itself.
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