本文選題：影視產(chǎn)品　切入點：網(wǎng)絡(luò)口碑　出處：《首都經(jīng)濟貿(mào)易大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：影視文化消費是我國文化消費中的重要組成部分,與此同時,隨著網(wǎng)絡(luò)的普及,因特網(wǎng)也逐漸成為人們獲取信息的重要手段。一方面,人們可以通過借助互聯(lián)網(wǎng)上的網(wǎng)站和論壇將自己對于某產(chǎn)品的看法發(fā)表出來。另一方面,當人們想要尋找電影產(chǎn)品的相關(guān)信息的時候,也可以通過搜集相關(guān)網(wǎng)站用戶的評論,了解相關(guān)影視產(chǎn)品的評價。影視產(chǎn)品的網(wǎng)絡(luò)口碑對消費者的視聽意愿有著重要的影響,一般而言,產(chǎn)品的負面口碑比正面口碑的影響更加廣泛。但由于影視產(chǎn)品不同于其他實體產(chǎn)品,他更多的依靠的是消費者的感官體驗,所以我們經(jīng)常會看到有時某些影視產(chǎn)品的負面口碑不但不會減少消費者視聽的意愿,反而還會出現(xiàn)口碑越差影視產(chǎn)品的票房越好的奇怪現(xiàn)象。本文主要選取廣大影視產(chǎn)品觀眾作為研究對象,分析網(wǎng)絡(luò)的負面口碑對于消費者觀影意愿的影響。在國內(nèi)外相關(guān)理論研究的基礎(chǔ)上,本文確定了網(wǎng)絡(luò)負面口碑的構(gòu)成維度:網(wǎng)絡(luò)負面口碑的口碑數(shù)量、負面口碑的負面程度、傳播者的專業(yè)能力、接收者的影視產(chǎn)品涉入度。其次,依據(jù)所研究文獻的TRA模型的相關(guān)理論,本文構(gòu)建出影視產(chǎn)品的網(wǎng)絡(luò)負面口碑對消費者視聽意愿的影響模型。根據(jù)實證分析的結(jié)果,確定網(wǎng)絡(luò)負面口碑的數(shù)量和負面程度對消費者的視聽意愿有正向的顯著影響,影視產(chǎn)品網(wǎng)絡(luò)負面口碑的所有組合形式對于消費者的視聽意愿都具有顯著的交互作用。最后,將進行的實證研究的結(jié)論應(yīng)用于實際,本文為發(fā)行商更好的了解消費者的視聽動機,并進一步為將來影視產(chǎn)品的網(wǎng)絡(luò)口碑營銷提供了理論基礎(chǔ)和指導(dǎo)建議。
[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.
【學(xué)位授予單位】：首都經(jīng)濟貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：J943

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本文編號：1569522