| Summary: | 碩士 === 實踐大學 === 企業管理學系碩士班 === 106 === This paper provides a comprehensive empirical study to analyze the effect of word of mouth on the box office revenue. This study examines the effect of word of mouth by using the world's leading online film discussion platforms, such as the Internet Movie Database (IMDb, Rotten Tomatoes, Facebook and Yahoo Movie), and I also including the most commonly used batch kicks for domestic teenagers, the PTT movies platform, as the data resource. I collect positive and negative rating data on movie Word-of-mouth, trying to investigate that the electronic word-of-mouth how to influence the behavior of consumers/viewers. The final sample of this article includes 104 movies in 2016 box office. Overall, I find that positive-rating word of mouth increases the box office revenue, showing that electronic word of mouth directly affects movie performance. In this paper, I use the number of words and the number of seconds in the Google search results to proxy the herding behavior. However, this study not finds evidence of Google's search and electrical influence on the box office.
|
|---|
