Online Movie Reviews: One's intention behind watching a movie

• Main Authors: Lin, Szu-Yu, 林思妤
• Other Authors: Shieh, Hwai-Shuh
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/10633061647938522568

碩士 === 國立交通大學 === 經營管理研究所 === 104 === Since a long time age, word-of-mouth has always been an important way for people to exchange opinions and information. With the rising of the internet, electronic word-of-mouth(eWOM) shows up and gradually replaces traditional wordof-mouth. People tend to search for others’ experiences and sharing online in order to help them make purchase decisions or at least have a better idea of what they are intended to buy, especially for virtual products or services. Therefore, in this study, we would like to know more about the influence of eWOM to people’s intention of watching movies. Here, we discuss two dimensions of the movie review, which are the source(stranger or acquaintance) and the content feature(concrete or abstract). To do the study, we used a 2 X 2 between-subject design and gave out internet questionnaires to the mass population who are 18 to 50 years old in Taiwan. By using statistical analysis software SPSS 22, we conducted Reliability Analysis, Descriptive Analysis, Independent-Sample T Test and Regression Analysis with a valid sample size of 313. Our research results support our hypothesis that if the source is from an acquaintance and the content feature is concrete, people will have the most intention to watch the movie. In addition, acting abilities of the cast and people’s preference of movie genre will also stronger the positive influence on it.