Investigating the Interactive Effect of Electronic Word-of-Mouse Volume and Valence on box Office Before and After Movie Release

• Main Authors: Li, Bo-Han, 李博涵
• Other Authors: Lin, Yu-Hsiang
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/ua449u

碩士 === 中國文化大學 === 國際企業管理學系 === 106 === 　　With rapid development of Internet, more and more consumers like to decide whether to buy or not through the word of mouse on website, so is the current situation in film industry. However, in the past, most literatures only discussed the influence of word of mouse characteristics on box office from static point of view, but ignored dynamic one. In other words, we should make further inspection on dynamic and various characteristics of word of mouse, and the influence of dynamic word of mouse characteristics on box office before and after film release. Furthermore, in the past, most literatures only focused on single feature influence of word of mouse (volume or valence) on the box office. However, as for real online film platforms, both valence and volume of word of mouse have interactive effects on the final box office. In order to solve these important practical problems, this thesis not only collected the valence and volume of word of mouse of 83 films on douban.com from 2014 to 2017, and the box office data of China box office website and relevant data of movies, but also discussed the shortcomings of above researches. 　　It found that the valence and volume of word of mouse before release had no significant influence on overall box office, and it also had no interactive effect on overall box office. This result showed us that the valence and volume of word of mouse before release cannot predict the overall box office. It also explained that pre-release word of mouse will occur continuously rather than intensively, so studios should periodically promote and strengthen the intensity of advertising and marketing. After the film released, the weekly word of mouse volume had a significant impact on weekly box office. Only in the fifth week, valence can impact on box office of that week significantly. In addition, the volume and valence of word of mouse after the film release have significant interactive effects on the box office. That is, regardless of the valence, word of mouse is still the key factor affecting the box office. In other words, when valence is high, the more word of mouse, the better the box office; conversely, when the valence is low, the more word of mouse, the better the box office, too. Therefore, in the first four weeks after film released, the studio should create new topics and hotspots every week to improve the word of mouse volume. In the fifth week, studios should know the current situation of word of mouse timely, when encounter negative word of mouth, studios have supposed to try every means to decrease the damage of negative word of mouth. Furthermore, in order to encourage consumers to go to the cinema, studios should propagandize by all manner of media to build positive word of mouth.