網路口碑生命週期模型－以電影產業為例

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/28276

Title:	網路口碑生命週期模型－以電影產業為例 Life Cycle Model of Online Word-of-Mouth: Using the Movie Industry as an Example
Authors:	黃騰鋒 Huang, Teng-Feng
Contributors:	國際企業管理學系
Keywords:	口碑生命週期 Bass模型電影口碑 word of mouth life cycle Bass diffusion model movie reviews
Date:	2014-06
Issue Date:	2014-09-26 17:34:55 (UTC+8)
Abstract:	Taylor (2003)研究發現網路口碑會影響消費者對於商品的選擇，因此許多企業開始將網路口碑視為重要的行銷工具。而網路口碑是一種動態的現象，如何測量其週期性是目前所面對到的重要議題(Liu, 2006)。本研究將使用電影的網路口碑，來探討網路口碑生命週期的變化，並找出影響電影口碑的前置因素。本研究收集50部電影資訊與網路口碑，利用Bass模型預測出電影網路口碑的生命週期，再透過迴歸分析來探討前置因素與Bass參數值之間的關係。實證結果發現，模型確實能掌握網路口碑的動態變化，除此之外，本研究也發現了專業影評與電影分級對於Bass參數中的創新係數與市場潛量有顯著相關。 Taylor (2003) found that electronic word-of-mouth affects consumers’ choices of goods. Hence, many enterprises now deem electronic word-of-mouth as an important marketing tool. Electronic word-of-mouth is a dynamic phenomenon. How to measure its cycle is an important issue faced at present (Liu, 2006). In this study, electronic movie reviews were used to explore changes in the electronic word-of-mouth life cycle and determine the antecedents affecting movie reviews. Information and electronic word-of-mouth of 50 movies were collected. The Bass diffusion model was adopted to predict the life cycle of electronic movie reviews. Then, regression analysis was con-ducted to discuss the relationship between the antecedents and the Bass parameters values. Empirical results show that the model indeed grasped the dynamic changes of electronic word-of-mouth. In addition, findings also show that professional movie crit-ics and movie classification had significant correlations with the innovative coefficients in the Bass parameters and market potential.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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