网络口碑如何影响电影票房——中国电影“高票房低口碑”现象反思

发布时间：2018-06-22 13:22

本文选题：网络口碑 + 电影票房　；参考：《湖南师范大学社会科学学报》2015年02期

【摘要】：国产电影市场上,高票房低口碑的现象引起了研究者的反思。在格瓦拉生活网上选取了55部国产电影作为样本,通过实证分析探索网络口碑影响电影票房的内在机制。研究结果表明:网络口碑数量、首周票房对电影总票房存在显著地正向影响;网络口碑效价对电影总票房存在显著的负向影响,对网络口碑数量的影响不显著;首周票房对网络口碑的数量存在显著的正向影响。在此基础上,认为中国电影"高票房低口碑"的根本原因在于追求视觉效果,而忽视了影片内容的锻造,影片文化内涵缺失。
[Abstract]:In the domestic film market, the phenomenon of high box office and low reputation caused the reflection of researchers. In this paper, 55 domestic films are selected as samples on Guevara Life Network, and the internal mechanism of the influence of online word of mouth on box office is explored through empirical analysis. The results show that: the number of online word-of-mouth, the first week box office has a significant positive impact on the total box office, the net word-of-mouth titer has a significant negative impact on the total box office, but has no significant effect on the number of online word-of-mouth. The first week box office has a significant positive impact on the number of online word-of-mouth. On this basis, the author thinks that the basic reason of Chinese film "high box office and low reputation" lies in the pursuit of visual effect, but neglects the forging of film content and the lack of cultural connotation.
【作者单位】：东北财经大学工商管理学院;
【基金】：国家自然科学基金项目“调节聚焦范式下的用户生成内容(UGC)对多渠道零售商品牌权益的影响机理研究”(71272050);国家自然科学基金项目“基于虚拟品牌社群的企业负面网络口碑治理研究”(71102089) 中央财政支持地方高校发展专项资金科研重点研究基地项目“SoLoMo趋势下全渠道零售的机理与策略研究”(DUFE2014J15) 霍英东教育基金会高等院校青年教师基金项目“多渠道零售商线上线下营销协同的机制与策略”(131078)
【分类号】：J943

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