评论用户身份差异、品牌强度与电影票房  

Exploring the Influence Mechanism of Users' and Non-users' Online Reviews in the Chinese Commercial Movie Market

作　　者：赵锴[1,2] 杨小聪 陶晓波 李晓婧[1] ZHAO Kai;YANG Xiao-cong;TAO Xiao-bo;LI Xiao-jing

机构地区：[1]西安交通大学经济与金融学院 [2]英国伯明翰大学商学院 [3]广州大学公共管理学院 [4]北方工业大学经济与管理学院 [5]中国人民大学

出　　处：《产业经济评论》2019年第1期29-47,共19页Review of Industrial Economics

基　　金：中国博士后基金项目"建设协同创新机制视角下的创意阶层理论研究"(2017M613092);广州大学人才引进科研启动基金项目(69-18ZX10191);北京市自然科学基金面上项目(9182003);北京市青年拔尖人才个人项目(2016000026833ZS05)

摘　　要：伴随着互联网技术的飞速发展与应用,如何通过网络营销环境质量的提升,促进我国文化产业尤其是影视业健康、稳定发展,是摆在政策制定者与从业者面前的重要研究课题。本文基于第三方影评平台的网络评论数据,构建了一个兼顾多重市场营销要素(网络评分、用户身份差异与品牌效应)的实证模型,探析各要素互动在形塑消费者认知在线评论可信度和后续购买行为过程中扮演的关键角色。本文发现:对于真实性较高的网络评论而言,其分值对电影票房的影响显著强于真实性较低的网络评论,但评论方差对电影票房的影响则显著弱于真实性较低的网络评论;品牌强度负向调节了用户网络评论分值对电影票房的影响,正向调节了用户网络评论方差对电影票房的影响;对于非用户网络评分与方差,品牌强度和其的相互关系与用户网络评分与方差恰恰相反。充分认识线上营销环境中各要素之间的联动关系,是提高消费者购买效率、企业高效调整影视产品与服务的关键。With the rapid expansion of internet technology in China,managing the online communication environment becomes crucial in understanding how the cultural industry particularly the film industry can develop in a healthy and sustainable way.The paper constructs a novel analytical framework that simultaneously involves the roles of online word of mouth,source identity and brand equity,attempting to explore how the interactional effects of multiple marketing factors can be a significant determinant of online box office sales.The results reveal the following:Frist users’review ratings exerted a significantly higher effect on the number of ticket purchased than did non-users’review ratings,but the variance of users’reviews exerted a significantly lower effect on the number of ticket purchased than did that of non-users’reviews.Further analysis reveals that the brand strength of films negatively moderated the effect of users’online review ratings on the number of ticket purchased but positively moderated the effect of users’online review variance on the number of ticket purchased.Such relationships are opposite for non-users.

关 键 词：网络评论 用户身份差异 品牌效应 电影票房 

分 类 号：F274[经济管理—企业管理] J943[经济管理—国民经济]