(54.236.58.220) 您好!臺灣時間:2021/02/28 09:42
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:朱珮綺
研究生(外文):Pei-Chi Chu
論文名稱:大眾評論對於電影院進場人次之影響-以台北地區電影院為例
論文名稱(外文):The impact of amateur film reviews on movie theater attendance: predictors versus influencers
指導教授:佘健源佘健源引用關係
指導教授(外文):Chien-Yuan Sher
學位類別:碩士
校院名稱:國立中山大學
系所名稱:企業管理學系研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:64
中文關鍵詞:電影產業追蹤資料國片電影評論固定效果模型
外文關鍵詞:film industryfilm reviewsTaiwanese moviespanel datafixed effect model
相關次數:
  • 被引用被引用:3
  • 點閱點閱:629
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:183
  • 收藏至我的研究室書目清單書目收藏:0
日常生活中,消費者經常在購買產品或服務後,將其使用經驗分享給大眾;而潛在消費者在購買前也可能參照這些評論。因此,本研究以電影產業為例,探討評論對電影消費人次之影響。

  過去的電影實證研究認為評論有兩種效果-influence effect和prediction effect;前者指評論會影響進場人次,也因此評論對進場人次有因果關係,而後者指評論跟票房只是共變,之間並無因果關係,僅是皆受無法觀察到之電影特性所影響。本研究沿用過去實證研究對於評論效果的定義,並運用追蹤資料與固定效果模型將兩種效果分離。

  筆者使用台北地區過去8個月所有電影院之進場人次與PTT評論之資料,並運用隨機效果模型與固定效果模型進行分析。研究結果發現,正面與負面評論皆有正向的influence effect,中立評論則擁有負向的influence effect,且在隨機效果模型中,負面評論的影響更大。此外,筆者亦發現,評論對國片與好萊塢片存在不同的影響;正面評論僅對國片具有正向的influence effect,中立評論僅對好萊塢片有負向的influence effect;最後,負面評論對國片與好萊塢片皆有influence effect,但對國片為負向影響,對好萊塢片則為正向影響。
This study empirically distinguishes the influence and prediction effects of amateur film reviews on movie theater attendance by using panel data. We combine the weekly information regarding online amateur film reviews and a dataset containing the theater attendance in Taipei; we analyze these data via both random and fixed effect models. Our results indicate that both positive and negative reviews have a positive influence effect; the one having negative effects is a neutral review. Moreover, we also find that Taiwanese audience responds differently to reviews regarding native or foreign movies. For Taiwanese films, positive (negative) reviews have a positive (negative) influence effect. However, for Hollywood films, neutral (negative) reviews have a negative (positive) influence effect.
學位論文審定書 i
博碩士論文授權書 ii
誌謝 iii
中文摘要 iv
英文摘要 v
目錄 vi
表次 vii
圖次 vii
1. 緒論 1
1.1 研究背景與動機 1
1.2 研究問題 5
2. 文獻回顧 6
2.1 口碑的定義與演變 6
2.2 電影產業 10
2.3 大眾評論與專業評論 13
2.4 評論的效果 14
2.5 正負面口碑對產品銷售量之影響 18
2.6 其他影響電影銷售量之因素 19
3. 研究方法 24
3.1 資料來源 24
3.2 分析工具 35
4. 研究結果 39
4.1 敘述統計及樣本概況 39
4.2 基本分析結果 42
4.3 進階分析結果 45
5. 結論與建議 49
5.1 研究結論 49
5.2 研究建議與未來方向 50
參考文獻 52
1. 中文文獻
Baker, W. (2004). 市場機會理論應用之二. 台北: 遠流文化事業.
李雅靖, & 吳忠翰. (2011). 網路口碑訊息對消費者信任的影響. 傳播與管理研究, 10(2), 69-104.
胥愛琦. (2009). 計量經濟學. Jeffrey M. Wooldridge.“Introductory Econometrics–A Modern Approach.”.
2. 英文文獻
Ackerberg, D. A. (2003). Advertising, learning, and consumer choice in experience good markets: an empirical examination*. International Economic Review, 44(3), 1007-1040.
Albert, S. (1998). Movie stars and the distribution of financially successful films in the motion picture industry. Journal of Cultural Economics, 22(4), 249-270.
Arndt, J. (1967). Role of Product-Related Conversations in the Diffusion of a New Product. Journal of Marketing Research, 4(3), 291-295. doi: 10.2307/3149462
Basuroy, S., Chatterjee, S., & Ravid, S. A. (2003). How critical are critical reviews? The box office effects of film critics, star power, and budgets. Journal of marketing, 67(4), 103-117.
Berlyne, Daniel Ellis. "A theory of human curiosity." British Journal of Psychology. General Section , 45.3 (1954), 180-191.
Berger, J., Sorensen, A. T., & Rasmussen, S. J. (2010). Positive effects of negative publicity: When negative reviews increase sales. Marketing Science, 29(5), 815-827.
Buttle, F. A. (1998). Word of mouth: understanding and managing referral marketing. Journal of strategic marketing, 6(3), 241-254.
Chakravarty, A., Liu, Y., & Mazumdar, T. (2010). The Differential Effects of Online Word-of-Mouth and Critics'' Reviews on Pre-release Movie Evaluation. Journal of Interactive Marketing, 24(3), 185-197. doi: 10.1016/j.intmar.2010.04.001
Cheung, C. M., Lee, M. K., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229-247.
Cheung, C. M., & Thadani, D. R. (2010). The effectiveness of electronic word-of-mouth communication: A literature analysis. Proceedings of the 23rd Bled eConference eTrust: Implications for the Individual, Enterprises and Society, 329-345.
Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of marketing research, 43(3), 345-354.
Chisholm, D. C., & Norman, G. (2006). When to exit a product: Evidence from the US motion-picture exhibition market. The American economic review, 96(2), 57-61.
Corts, K. S. (2001). The strategic effects of vertical market structure: Common agency and divisionalization in the US motion picture industry. Journal of Economics & Management Strategy, 10(4), 509-528.
De Vany, A., & Walls, W. D. (1999). Uncertainty in the movie industry: Does star power reduce the terror of the box office? Journal of cultural economics, 23(4), 285-318.
De Vany, A., & Walls, W. D. (2002). Does Hollywood Make Too Many R‐Rated Movies? Risk, Stochastic Dominance, and the Illusion of Expectation*. The Journal of Business, 75(3), 425-451.
De Vany, A. S., & Walls, W. D. (1997). The Market for Motion Pictures: Rank, Revenue, and Survival. Economic Inquiry, 35(4).
Deuchert, E., Adjamah, K., & Pauly, F. (2005). For Oscar glory or Oscar money? Journal of Cultural Economics, 29(3), 159-176.
Dewan, S., & Ramprasad, J. (2009). Chicken and egg? Interplay between music blog buzz and album sales. PACIS 2009 proceedings, 87.
Duan, W., Gu, B., & Whinston, A. B. (2008a). Do online reviews matter?—An empirical investigation of panel data. Decision support systems, 45(4), 1007-1016.
Duan, W., Gu, B., & Whinston, A. B. (2008b). The dynamics of online word-of-mouth and product sales—An empirical investigation of the movie industry. Journal of retailing, 84(2), 233-242.
Eckert, R., & De Vany, A. (1989). Motion picture antitrust: The paramount cases revisited.
Einav, L. (2007). Seasonality in the US motion picture industry. The Rand journal of economics, 38(1), 127-145.
Elberse, A., & Anand, B. (2007). The effectiveness of pre-release advertising for motion pictures: An empirical investigation using a simulated market. Information Economics and Policy, 19(3), 319-343.
Elberse, A., & Eliashberg, J. (2003). Demand and supply dynamics for sequentially released products in international markets: The case of motion pictures. Marketing Science, 22(3), 329-354.
Eliashberg, J., & Shugan, S. M. (1997). Film Critics: Influencers or Predictors? Journal of Marketing, 61(2), 68-78. doi: 10.2307/1251831
Gemser, G., Van Oostrum, M., & Leenders, M. A. (2007). The impact of film reviews on the box office performance of art house versus mainstream motion pictures. Journal of Cultural Economics, 31(1), 43-63.
Ginsburgh, V. (2003). Awards, success and aesthetic quality in the arts. The Journal of Economic Perspectives, 17(2), 99-111.
Ginsburgh, V., & Weyers, S. (1999). On the perceived quality of movies. Journal of Cultural Economics, 23(4), 269-283.
Godes, D., & Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing science, 23(4), 545-560.
Goh, J. C., & Ederington, L. H. (1993). Is a Bond Rating Downgrade Bad News, Good News, or No News for Stockholders? The Journal of Finance, 48(5), 2001-2008. doi: 10.2307/2329078
Grossman, G. M., & Shapiro, C. (1984). Informative advertising with differentiated products. The Review of Economic Studies, 51(1), 63-81.
Guzman, E., & Maalej, W. (2014, August). How do users like this feature? a fine grained sentiment analysis of app reviews. In 2014 IEEE 22nd international requirements engineering conference (RE) (pp. 153-162). IEEE.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet? Journal of interactive marketing, 18(1), 38-52.
Henry, A., Nigel, P., Linda, B., & Kevin, V. (2004). Consumer behavior: a strategic approach. Boston, M. A.: Houghton Mifflin Company.
Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of consumer research, 454-462.
Holbrook, M. B. (1999). Popular Appeal versus Expert Judgments of Motion Pictures. Journal of Consumer Research, 26(2), 144-155.
Kwon, J. M., Bae, J.-i., & Phelan, K. (2011). Online consumer herding behaviors in the hotel industry.
Lampel, J., & Shamsie, J. (2000). Critical push: Strategies for creating momentum in the motion picture industry. Journal of Management, 26(2), 233-257.
Liu, Y. (2006). Word of mouth for movies: Its dynamics and impact on box office revenue. Journal of marketing, 70(3), 74-89.
McKenzie, J. (2012). The economics of movies: A literature survey. Journal of Economic Surveys, 26(1), 42-70.
Miao, R., & Ma, Y. (2015). The Dynamic Impact of Web Search Volume on Product Sales—An Empirical Study Based on Box Office Revenues.
Mulrow, C. D. (1987). The medical review article: state of the science. Annals of Internal Medicine, 106(3), 485-488.
Nelson, R., Donihue, M., & Waldman, D. C. Wheaton 2001 ‘What’s an Oscar worth?’. Economic Inquiry, 39(1), 1-16.
Prag, J., & Casavant, J. (1994). An empirical study of the determinants of revenues and marketing expenditures in the motion picture industry. Journal of Cultural Economics, 18(3), 217-235.
Ravid, S. A. (1999). Information, Blockbusters, and Stars: A Study of the Film Industry*. The Journal of Business, 72(4), 463-492.
Ravid, S. A., & Basuroy, S. (2004). Managerial Objectives, the R‐Rating Puzzle, and the Production of Violent Films*. The Journal of Business, 77(S2), S155-S192.
Reinstein, D. A., & Snyder, C. M. (2005). The influence of expert reviews on consumer demand for experience goods: A case study of movie critics*. The journal of industrial economics, 53(1), 27-51.
Richins, M. L. (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study. The journal of marketing, 68-78.
Shrum, W. (1991). Critics and publics: Cultural mediation in highbrow and popular performing arts. American Journal of Sociology, 347-375.
Skowronski, J. J., & Carlston, D. E. (1989). Negativity and extremity biases in impression formation: A review of explanations. Psychological bulletin, 105(1), 131.
Soberman, D. A. (2004). Research note: Additional learning and implications on the role of informative advertising. Management Science, 50(12), 1744-1750.
Tversky, A., & Kahneman, D. (1991). Loss Aversion in Riskless Choice: A Reference-Dependent Model. The Quarterly Journal of Economics, 106(4), 1039-1061.
Vogel, H. (1990). Entertainment industry economics: a guide for financial analysis.
Westbrook, R. A. (1987). Product/Consumption-Based Affective Responses and Postpurchase Processes. Journal of Marketing Research, 24(3), 258-270. doi: 10.2307/3151636
Williams, M., & Buttle, F. (2011). The eight pillars of WOM management: Lessons from a multiple case study. Australasian Marketing Journal (AMJ), 19(2), 85-92.
Ye, Q., Law, R., & Gu, B. (2009). The impact of online user reviews on hotel room sales. International Journal of Hospitality Management, 28(1), 180-182.
山口勧. (1978). NEGATIVITY BIAS IN ACCEPTANCE OF THE “PEOPLE''S OPINION”. Japanese Psychological Research, 20(4), 200-205.
3. 相關網站
文化部影視及流行音樂產局. Website:http://www.bamid.gov.tw/bin/home.php
台灣經濟研究院. 2014影視廣播產業趨勢研究調查報告─電影產業. Website: http://www.tier.org.tw/
自由時報(2012). 異星戰場票房慘收,迪士尼製片主席辭職. Website: http://ent.ltn.com.tw/news/breakingnews/630490
尼爾森(2013). 尼爾森:第三方背書的免費廣告最受全球消費者信賴. Website: http://www.nielsen.com/tw/zh/press-room/2013/newsTWTrustInAd20130917.html
尼爾森(2015). 口碑,最佳的廣告形式. Website: http://www.nielsen.com/tw/zh/press-room/2015/news-taiwan-trust-in-ad-2015-ch.html
資訊工業策進會(2014).《網路社群調查》逾92%網友在討論區找購物資訊. Website: http://mic.iii.org.tw/aisp/pressroom/press01_pop.asp?sno=411&cred=2015/11/11&type1=2
資訊工業策進會(2015).《網路社群調查》逾80%網友在個人化社群尋找購物資訊. Website: http://mic.iii.org.tw/aisp/pressroom/press01_pop.asp?sno=412&cred=2015/11/11&type1=2
蘋果日報(2015). 文化部編1300萬,明年起統計全國票房. Website: http://www.appledaily.com.tw/realtimenews/article/new/20150901/682397/
翁書婷(2015). 誰看了《刺客聶隱娘》?貓眼電影大數據告訴你. 數位時代.Website: http://www.bnext.com.tw/article/view/id/37288
Ffaarr & Lon. (2013) PTT鄉民大百科. 時報文化出版公司.
New Opinion Research Corporation. (2008). Online Consumer Reviews Significantly Impact Consumer Purchasing Decisions. Website: http://www.reuters.com/article/idUS117426+24-Jun-2008+BW20080624
Myles Anderson. (2013). 2013 Study: 79% Of Consumers Trust Online Reviews As Much As Personal Recommendations. Search Engine Land. Website: http://searchengineland.com/2013-study-79-of-consumers-trust-online-reviews-as-much-as-personal-recommendations-164565
Mintel. (2015). SEVEN IN 10 AMERICANS SEEK OUT OPINIONS BEFORE MAKING PURCHASES. Website: http://www.mintel.com/press-centre/social-and-lifestyle/seven-in-10-americans-seek-out-opinions-before-making-purchases
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔