电影口碑对年轻观众消费意愿的影响实证研究

发布时间：2018-05-02 11:52

本文选题：电影口碑 + 电影票房　；参考：《湖南大学》2013年硕士论文

【摘要】：随着中国电影市场的蓬勃发展,电影口碑对年轻观众消费意愿的影响变得越来越显著。一个口碑好的电影,能够实现长线卖座,取得优异的票房佳绩；反之,那些遭遇到恶评的影片,就有很有可能面临着被年轻观众抛弃,导致票房骤减的后果。从某种程度上来说,电影口碑对电影票房越来越具有决定性的作用。电影口碑对于年轻观众消费意愿的影响的主要因素是口碑的主动搜寻、关系强度、感知风险、传者的专门知识和接受者的专门知识等。由此,本文提出了五个假设：电影口碑的主动搜寻对年轻观众消费意愿有显著影响：电影口碑的关系强度对年轻观众消费意愿有显著影响；电影口碑的感知风险对年轻观众消费意愿有显著影响；电影口碑传者的专门知识对年轻观众消费意愿有显著影响；电影口碑接收者的专门知识对年轻观众消费意愿有显著影响。实证研究的结果表明,电影口碑对年轻观众消费意愿的影响十分显著,在一定程度上会对电影票房的最终结果产生重要的影响。本文对电影口碑传播和营销研究有一定的贡献,对于电影制作企业开展口碑营销实践亦有一定的指导意义。鉴于年轻观众是电影观众中的主流群体,电影口碑对年轻观众消费意愿的显著影响,在竞争日益激烈的电影市场里,电影的口碑以及口碑营销的重要性必须得到充分的重视。
[Abstract]:With the rapid development of Chinese film market, the influence of movie word-of-mouth on young audience's consumer will become more and more obvious. A movie with good reputation can achieve a long term hit and achieve a good box-office performance; on the other hand, films with bad reviews are likely to be abandoned by young audiences, resulting in a sharp decline in box office sales. To some extent, word of mouth plays a more and more decisive role in the box office. The main factors that influence the young audience's consumer will are the active search of the word of mouth, the intensity of the relationship, the perceived risk, the specialized knowledge of the communicator and the expertise of the receiver, etc. Therefore, this paper puts forward five hypotheses: the active search of film word-of-mouth has a significant influence on the young audience's consumption intention, and the intensity of the relationship between the film word-of-mouth has a significant influence on the young audience's consumption intention; The perceived risk of film word-of-mouth has a significant impact on the young audience's consumer willingness; the professional knowledge of the film word-of-mouth communicator has a significant impact on the young audience's consumer willingness; the film word-of-mouth receiver's expertise has a significant impact on the young audience's consumer willingness. The results of the empirical study show that the influence of film word-of-mouth on the young audience's consumption will be very significant, to some extent, it will have an important impact on the final results of the film box office. This paper has a certain contribution to the study of film word-of-mouth communication and marketing, and also has certain guiding significance for film production enterprises to carry out word-of-mouth marketing practice. In view of the fact that the young audience is the mainstream group in the film audience, the importance of the word of mouth and the marketing of the word of mouth of the film must be paid enough attention to in the increasingly competitive film market, because of the obvious influence of the film word-of-mouth on the young audience's consumption intention.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J943;F713.55

【参考文献】