臺灣博碩士論文加值系統

本文主要利用真實的口碑資訊來檢測口碑的動態模式。本研究利用電影影評作為口碑資訊，其中的電影影評並非專業影評，而是指一般大眾看完電影後到網站上分享心得。本研究的口碑資料是在開眼電影網上公開的討論區裡蒐集。將討論區的口碑作全面性的下載，再依電影名稱存檔及索引，以供日後查詢。結果顯示1、不論以短期或長期來看，口碑確實存在其生命週期。除了傳統的鐘型曲線外，還存在其他不同的型態。2、大部分的電影，有很大一部分的討論量在上映一個禮拜內 （尤其是第五天）達到最高峰。3、口碑的討論量若在某期間內累積到一定的程度，則此電影便有相當的票房量。4、不同期間其討論內容亦不相同。

This research makes use of true public information to examine the dynamic state mode. This research uses movie review as information. The movie review is not critical essay or professional movie review. It means consumer who share their thinking on the website after seeing movie. The data of this research collect and download from the forum on the website. Then keep the data in the archives by movie’s name in order to backup and index.
The results suggest: First, despite short-term or long-term, word of mouth really exists its life cycle. In addition to the bell-shaped curve, it also has other different types of curve. Second, most of movies, the most part of word of mouth is concentrated in first week, especially on the fifth day. Third, if the quantity of word of mouth is very large in certain period, the box office will become great. Fourth, the content of movie reviews is not the same in different period.

目錄 I
圖目錄 II
表目錄 IV
第一章 緒論 1
第一節 研究背景與研究動機 1
第二節 研究目的 2
第三節 預期研究貢獻 2
第二章 文獻回顧 3
第一節 電影特性 3
第二節 電影評論（口碑） 4
第三節 產品生命週期 (Product Life Cycle) 7
第三章 研究方法 10
第一節 口碑生命週期 (Word of Mouth Life Cycle)之操作型定義 10
第二節 選擇產品類型 12
第三節 網路媒介的選擇 14
第四節 網站的選擇 14
第五節 研究設計 15
第四章 資料分析與解釋 18
第一節 分類標準 18
第二節 電影分類 20
第五章 結論與建議 48
第一節 口碑生命週期圖形 48
第二節 管理意涵 51
第三節 研究貢獻 53
第四節 研究限制 54
第五節 未來研究建議 54
參考文獻 56
附錄一 標準作業流程 60

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李心嵐， 「跨國新產品銷售預測模式之研究：以電影為例」，政大國貿所碩士論文，民國89年