本文選題：電影口碑 + 電影票房��； 參考：《湖南大學》2013年碩士論文

【摘要】：隨著中國電影市場的蓬勃發(fā)展,電影口碑對年輕觀眾消費意愿的影響變得越來越顯著。一個口碑好的電影,能夠實現(xiàn)長線賣座,取得優(yōu)異的票房佳績；反之,那些遭遇到惡評的影片,就有很有可能面臨著被年輕觀眾拋棄,導致票房驟減的后果。從某種程度上來說,電影口碑對電影票房越來越具有決定性的作用。電影口碑對于年輕觀眾消費意愿的影響的主要因素是口碑的主動搜尋、關系強度、感知風險、傳者的專門知識和接受者的專門知識等。 由此,本文提出了五個假設：電影口碑的主動搜尋對年輕觀眾消費意愿有顯著影響：電影口碑的關系強度對年輕觀眾消費意愿有顯著影響；電影口碑的感知風險對年輕觀眾消費意愿有顯著影響；電影口碑傳者的專門知識對年輕觀眾消費意愿有顯著影響；電影口碑接收者的專門知識對年輕觀眾消費意愿有顯著影響。 實證研究的結果表明,電影口碑對年輕觀眾消費意愿的影響十分顯著,在一定程度上會對電影票房的最終結果產(chǎn)生重要的影響。本文對電影口碑傳播和營銷研究有一定的貢獻,對于電影制作企業(yè)開展口碑營銷實踐亦有一定的指導意義。鑒于年輕觀眾是電影觀眾中的主流群體,電影口碑對年輕觀眾消費意愿的顯著影響,在競爭日益激烈的電影市場里,電影的口碑以及口碑營銷的重要性必須得到充分的重視。
[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.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：J943;F713.55

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