| Summary: | 碩士 === 國立臺灣科技大學 === 資訊管理系 === 105 === The development and progress of Internet technology has changed human communication, The virtual communication channel like Social media 、E-news 、
BBS， Gradually become more important than the tradition way due to its ability
to spread further, faster and More preserved .
This study is divided into two parts, the first part is to study the relevance of the EWOM(Electronic word-of-mouth) to the movie's sale performance . Base on box office of 57 Taiwan movie last year and Quantized internet discussion data of the film through the data collection engine. The second part of this study is to explore the influence of professional film media, mass media and social media on film audiences through the theory of motivation and Innovative Diffusion Theory,.
The findings of this research reveals that volumn of internet discussion and activity degree of social media is positively associated with the movie box office；
professional film media is positive influences to user’s “Self Presentation” , mass media is positive influences to user’s “Perceived enjoyment”, Social media is positive influences the “Social Influence” to user and user’s “Perceived enjoyment” and “Self Presentation” . In addition, “Social Influence”、 “Perceived enjoyment”
and “Self Presentation” are positive influences to user’s “intention to watch movie”.
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