网络口碑如何影响电影票房——中国电影“高票房低口碑”现象反思  

How Online Word-of-Mouth(WOM) Affects Box Office:The Reflection on “High Box Office and Low WOM” in Chinese Film Market

作　　者：汪旭晖[1] 王军[1] 

机构地区：[1]东北财经大学工商管理学院

出　　处：《湖南师范大学社会科学学报》2015年第2期152-160,共9页Journal of Social Science of Hunan Normal University

基　　金：国家自然科学基金项目"调节聚焦范式下的用户生成内容(UGC)对多渠道零售商品牌权益的影响机理研究"(71272050);国家自然科学基金项目"基于虚拟品牌社群的企业负面网络口碑治理研究"(71102089);中央财政支持地方高校发展专项资金科研重点研究基地项目"SoLoMo趋势下全渠道零售的机理与策略研究"(DUFE2014J15);霍英东教育基金会高等院校青年教师基金项目"多渠道零售商线上线下营销协同的机制与策略"(131078)

摘　　要：国产电影市场上,高票房低口碑的现象引起了研究者的反思。在格瓦拉生活网上选取了55部国产电影作为样本,通过实证分析探索网络口碑影响电影票房的内在机制。研究结果表明:网络口碑数量、首周票房对电影总票房存在显著地正向影响;网络口碑效价对电影总票房存在显著的负向影响,对网络口碑数量的影响不显著;首周票房对网络口碑的数量存在显著的正向影响。在此基础上,认为中国电影"高票房低口碑"的根本原因在于追求视觉效果,而忽视了影片内容的锻造,影片文化内涵缺失。In the Chinese movie industry, it seems that the more negatively the WOM is the higher box office it achieves. This phenomenon has got researchers＇ attention. This article uses 55 Chinese movies＇ online WOM information to examine how WOM affects box office revenue. The WOM data were collected from Gewara web site. The empirical analysis indicates that： the volume of WOM and the opening week box office have positive influence on box office; the valence of WOM has negative influence on box office and has no influence on its volume; the opening week box office has positive influence on the volume of WOM. On the basis of which, the paper thinks that the causes of “high box of- rice and low WOM” lies in the lack of cultural connotations. Sometime Chinese movies pay much attention to visual ef- fects, but neglect video content.

关 键 词：网络口碑 电影票房 网络口碑数量 网络口碑效价 

分 类 号：J943[艺术—电影电视艺术]