中文摘要：

在面板数据环境下分析了商品在线评论情感倾向与商品销售收入的关系，以揭示在线口碑劝说作用对消费者总体购买行为的影响机理。本文以电影行业为背景，基于面板数据环境．研究了不同情感倾向的影评是否影响电影票房收入以及在电影发布后的什么阶段存在影响．并进一步比较了各情感等级的评论影响效应的差异性。分析结果表明．仅在电影发布后第3周，在线影评的情感倾向对电影票房收入存在显著影响，且这种影响超过在线影评数量的影响，口碑的劝说功能发挥主要作用；极端好评（5星评论）的正向影响大于极端差评（1星评论）的负向影响，而中评（2—4星评论）没有显著影响。

英文摘要：

This article aims to explore the persuasive effect of online product reviews on consumers＇ purchase behavior, by reexamining the relationship between the sentimental orientation of online reviews and sales. Taking movie as studied product, based on panel data environment, this article classifies reviews into ones with different sentimental orientations, and then studies the impact of the variant valences on movie box-office incomes. Furthermore, we disclose at which stage these impacts become significant, and further compare the difference of impacts of different sentimental orientation reviews. Our results show that, just at the third week after movie release, the impact of online movie review sentimental orientation on movie incomes is significant, even exceeding that of reviews volume. As for different sentimental orientation reviews, the negative effect of 1 star reviews （extreme negative reviews） exceeds the positive effect of 5 star reviews （extreme positive reviews）, but the 2-4 star reviews （non-extreme reviews） have no significant impact.