电子口碑与消费者质量感知——基于中国院线电影市场的分析  

Electronic Word-of-Mouth and Consumer Quality Perception:An Analysis Based on China's Theatrical Film Market

作　　者：任力[1] 脱虹 Ren Li;Tuo Hong

机构地区：[1]厦门大学经济学院

出　　处：《新闻与传播研究》2024年第6期74-86,127,128,共15页Journalism & Communication

基　　金：2024年四川省哲学社会科学基金“区域国别与国际传播研究”重大专项课题“四川与拉美文化产业合作模式及路径研究”(项目编号:SCJJ24ZD83)的阶段性研究成果。

摘　　要：论文研究1995-2019年在中国院线上映的中国制片电影数据。为控制电影市场宏观环境的变化,论文通过划定年份区间控制影片相较于当今的新旧程度,采用方差分析对不同年代的口碑数据进行对比,并运用多元线性回归模型与Heckman两阶段方法进行实证分析。研究发现,消费者对于不同年代电影的评价意愿和评价标准几乎一致,电影消费者在自媒体评价反馈平台发布的电子口碑能够确切地反映不同年代电影的市场表现,证明电子口碑提供的质量信息具有参考价值,能够作为质量监管部门和生产供给侧洞察消费者对多个时期消费品质量感知的窗口。论文研究结论为电子口碑及其传播媒介评价反馈系统的价值研究提供了有效参考。This article studies the data of films released in Chinese theaters from 1995 to 2019,all produced by Chinese film companies.To control for macro-environmental changes in the film market,the study defines the year interval and compares the new and old markets.It uses ANOVA to compare electronic word-of-mouth data across different periods.Additionally,the study employs a multivariable linear regression model and the Heckman two-stage method for empirical analysis.The findings reveal that consumers'evaluation standards and willingness toward films of different periods are almost identical.The electronic word-of-mouth released by film consumers shows a consistent quality perception of both new and old films.This indicates that electronic word-of-mouth on selfmedia evaluation feedback platforms accurately reflects the market performance of films.Such platforms have reference value and offer a window for quality supervision departments and producers to understand consumers'perceptions of the quality of consumer goods.The research findings have significant reference value for studying the value of electronic word-of-mouth and its media evaluation feedback system.

关 键 词：消费者质量感知 电子口碑效应 自媒体评价反馈平台 票房成功 

分 类 号：J992[艺术—电影电视艺术]