Life Cycle Model of Online Word-of-Mouth: Using the Movie Industry as an Example

• Main Authors: Huang, Teng-Feng, 黃騰鋒
• Other Authors: Lin, Yu-Hsiang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/7bys4r

碩士 === 中國文化大學 === 國際企業管理學系 === 102 === Taylor (2003) found that electronic word-of-mouth affects consumers’ choices of goods. Hence, many enterprises now deem electronic word-of-mouth as an important marketing tool. Electronic word-of-mouth is a dynamic phenomenon. How to measure its cycle is an important issue faced at present (Liu, 2006). In this study, electronic movie reviews were used to explore changes in the electronic word-of-mouth life cycle and determine the antecedents affecting movie reviews. Information and electronic word-of-mouth of 50 movies were collected. The Bass diffusion model was adopted to predict the life cycle of electronic movie reviews. Then, regression analysis was con-ducted to discuss the relationship between the antecedents and the Bass parameters values. Empirical results show that the model indeed grasped the dynamic changes of electronic word-of-mouth. In addition, findings also show that professional movie crit-ics and movie classification had significant correlations with the innovative coefficients in the Bass parameters and market potential.