影视产品的网络负面口碑对消费者视听意愿影响的实证研究

发布时间：2018-03-05 08:40

本文选题：影视产品　切入点：网络口碑　出处：《首都经济贸易大学》2015年硕士论文　论文类型：学位论文

【摘要】：影视文化消费是我国文化消费中的重要组成部分,与此同时,随着网络的普及,因特网也逐渐成为人们获取信息的重要手段。一方面,人们可以通过借助互联网上的网站和论坛将自己对于某产品的看法发表出来。另一方面,当人们想要寻找电影产品的相关信息的时候,也可以通过搜集相关网站用户的评论,了解相关影视产品的评价。影视产品的网络口碑对消费者的视听意愿有着重要的影响,一般而言,产品的负面口碑比正面口碑的影响更加广泛。但由于影视产品不同于其他实体产品,他更多的依靠的是消费者的感官体验,所以我们经常会看到有时某些影视产品的负面口碑不但不会减少消费者视听的意愿,反而还会出现口碑越差影视产品的票房越好的奇怪现象。本文主要选取广大影视产品观众作为研究对象,分析网络的负面口碑对于消费者观影意愿的影响。在国内外相关理论研究的基础上,本文确定了网络负面口碑的构成维度:网络负面口碑的口碑数量、负面口碑的负面程度、传播者的专业能力、接收者的影视产品涉入度。其次,依据所研究文献的TRA模型的相关理论,本文构建出影视产品的网络负面口碑对消费者视听意愿的影响模型。根据实证分析的结果,确定网络负面口碑的数量和负面程度对消费者的视听意愿有正向的显著影响,影视产品网络负面口碑的所有组合形式对于消费者的视听意愿都具有显著的交互作用。最后,将进行的实证研究的结论应用于实际,本文为发行商更好的了解消费者的视听动机,并进一步为将来影视产品的网络口碑营销提供了理论基础和指导建议。
[Abstract]:The consumption of film and television culture is an important part of the cultural consumption in our country. At the same time, with the popularization of the network, the Internet has gradually become an important means for people to obtain information. People can use websites and forums on the Internet to express their views on a product. On the other hand, when people want to find information about a movie product, they can also collect comments from users of relevant websites. Understand the evaluation of the related film and television products. The online word-of-mouth of the film and television products has an important influence on the consumers' audiovisual wishes, generally speaking, The negative word of mouth of the product is more extensive than the positive word of mouth. But because the film and television products are different from other physical products, they rely more on the sensory experience of the consumer. So we often see that sometimes the negative word of mouth of some film and television products does not reduce consumers' willingness to watch and see. On the contrary, the worse the word-of-mouth film and television products, the better the box office. This paper analyzes the influence of negative word of mouth on consumers' willingness to watch film. On the basis of relevant theoretical research at home and abroad, this paper determines the dimensions of the formation of negative word of mouth on the Internet: the number of negative word of mouth on the network, the negative degree of negative word of mouth, The professional ability of the communicator, the involvement of the film and television products of the receiver. Secondly, according to the relevant theory of the TRA model of the literature, Based on the results of empirical analysis, it is determined that the number and degree of negative online word of mouth has a positive and significant impact on consumers' audiovisual willingness. All the combinations of negative word-of-mouth of film and television product network have significant interaction with consumers' audiovisual will. Finally, the conclusion of the empirical research is applied to practice. This paper provides a theoretical basis and guidance suggestions for distributors to better understand consumers' audiovisual motivation and to further provide theoretical basis and guidance for the future network word-of-mouth marketing of film and television products.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：J943

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