产品排名对消费者需求的影响:基于中国电影市场的实证研究  

The Impact of Product Rankings on Consumer Demand:The Case of Opening-week Box Office Ranking for Movies

作　　者：陈隽旎 孙琦 龚姝颖 Chen Junni;Sun Qi;Gong Shuying(College of Business,Shanghai University of Finance and Economics;Business College,Sichuan University)

机构地区：[1]上海财经大学商学院 [2]四川大学商学院

出　　处：《南开管理评论》2025年第1期41-52,共12页Nankai Business Review

基　　金：国家自然科学基金项目(72272091);上海市“曙光计划”(21SG32);中央高校基本科研业务费(2023110139)资助。

摘　　要：消费者在进行购买决策时常常需要处理大量复杂的产品信息。因此,消费者需要借助能够简化概括产品信息的“代理变量”对产品信息进行处理,从而简化购买决策行为。产品排名是消费者最常用的简化产品比较和评估过程的信息,消费者经常会在购买前参考产品排名,以支持自己的购买决策。本文以电影市场为例,使用2010-2018年中国电影市场的周票房数据,运用刻画消费者电影需求的离散选择模型,定量研究电影首映周票房排名对消费者电影需求的影响及其机制。研究结论表明:(1)首映周的票房收入排名高,会导致更好的质量感知和更积极的信息扩散,从而导致更高的总票房收入。但是,排名效应的主要渠道是感知质量效应而不是信息扩散效应。(2)首映周票房排名的影响存在异质性,相较于国外电影和由大型电影公司发行的电影,排名对中国本土电影和小公司发行的电影的影响更加显著。(3)首映周票房排名对电影市场整体有市场扩张效应,但是扩张效应主要来自首周票房排名很高的电影,而非所有电影都能从排名信息中获益。In the era of information overload,consumers are often overwhelmed by the vast amount of product information when making purchase decisions.Confronted with complex product choices,they need to process and evaluate a plethora of information,which is typically time-consuming and laborious.As a result,consumers tend to seek information sources that can simplify the decision-making process,enabling them to quickly and effectively narrow down their options and make purchases.Product rankings,such as US News College Ranking and New York Times bestsellers,serve as an intuitive summary of information.They provide consumers with a simplified tool for comparison and evaluation,allowing them to identify potential high-quality products among numerous alternatives swiftly.The impact of product ranking information on consumer demand is primarily achieved through two channels:first,product rankings are perceived as an indicator of product quality,influencing consumer demand by altering their perception of product quality,a phenomenon known as the"perceived quality effect".For instance,movies with high box office rankings are often considered superior quality because they reflect the positive reception of the general audience.Second,product ranking information can stimulate media coverage and information sharing among consumers,promoting the spread of product information,a phenomenon called the"information diffusion effect".For example,the annual list of"the world's 50 best restaurants"(www.theworlds50best.com)attracts coverage from major media outlets worldwide.It also attracts extensive user interest in social media such as Twitter and YouTube.These discussions and reports further amplify the influence of the rankings,making information about the listed restaurants easier to spread and share.These two effects jointly influence the consumer's purchasing decision-making process.The perceived quality effect allows consumers to rapidly assess product quality based on rankings.In contrast,the information diffusion effect amplifies

关 键 词：产品排名 产品质量 信息扩散 离散选择模型 中国电影市场 

分 类 号：J943[艺术—电影电视艺术] F713.55[经济管理—市场营销]