| 摘要: | Mckinsey & Company管理顧問公司研究發現，在美國有67%的消費性產品是透過口碑來銷售(Taylor, 2003)。許多消費者會經由網路尋求他人對某些產品的使用經驗，藉此降低購買風險和不確定性。然而，過去大多數的口碑和銷售之間關係的探討，主要以靜態為主，較少探討動態口碑(如口碑的質與量)與銷售之間的關係。更有甚者，過去的口碑研究忽略了文化差異對動態口碑和銷售之間關係的干擾效果。換言之，在不同的文化架構下，電影上映期間，每周的口碑質與量和銷售之間的關係，是否有所差異，仍不得而知。Hall (1976)研究，亞洲國家人民(如中國)屬於高語境文化(high context)，消費者間同質性程度高，且較依賴先入為主的資訊資訊；而美洲國家(如美國)屬於低語境文化(low context)，消費者間異質性程度高，較強調理性和邏輯。
為探討動態口碑和電影特質對票房之影響，以及文化差異的干擾效果，本研究蒐集美國的IMDB以及中國的豆瓣電影網站中的網路口碑量、口碑質，以及電影相關資料(生產預算、票房明星、導演)，衡量動態電影口碑與票房間關係，以及比較中美的文化差異，是否會干擾動態口碑與票房間關係。本研究以SPSS 22.0進行迴歸分析和二因子變異數分析驗證相關假說。研究結果發現，消費者的動態口碑質與量，均與票房呈正相關。在電影特質中，票房明星與票房呈正相關。第三，相較於美國，中國的電影上映中後期，網路口碑質和票房之間的關係更強，顯示中國的電影上映中後期的主要購買者(模仿者)更重視口碑質，而非口碑量。本研究結論之實務建議：(1)中國消費者比美國消費者易受網路口碑質所影響。因此，在電影上映中後期，業者應該想辦法在中國營造正面口碑；(2)中國與美國，在行銷宣傳方面，應強調電影有哪些票房明星與知名導演，吸引消費者前來觀賞電影；(3)中國與美國，在行銷宣傳方面，在電影上映前中後期，應要注重如何營造口碑量。
According to a research of Mckinsey & Company, a management consulting company, 67 percent of consumer products are sold through word of mouth in America (Taylor, 2003). Many users will consult others about use experience of some products on the Internet, so as to reduce the risk and uncertainty of purchasing. However, a large majority of researches study the relationship between static word of mouth and sales, but few researches focus on the relationship between dynamic word of mouth (such as valance and volume of word of mouth) and sales. Furthermore, previous studies on word of mouth ignored the interfering effect of cultural differences on the relationship between dynamic word of mouth and sales. In other words, in different cultural structures, whether the relationship between weekly word of mouth and sales during a movie’s release is still unknown. Hall (1976) carried out a research and concluded that cultures in Asian countries (such as China) belong to high-context culture, the degree of homogeneity among consumers is high and consumers depend more on preconceived information; while cultures in American countries (such as America) belong to low-context culture, consumers are highly heterogeneous and they stress more on reason and logic.
To study the influences of dynamic word of mouth and movie valance on the box office and interfering effect of cultural differences, the author gathers relevant information of American IMDB, the volume and valance of Internet word of mouth on movie.douban.com in China and movies (including production budgets, stars and directors), explores into the relationship between dynamic word of mouth and box office and compares the differences in Chinese and American cultures and discusses whether cultural differences will influence the relationship between dynamic word of mouth and box office. In this study, SPSS 22.0 is used for regression analysis and two-factor variance analysis to verify the correlation hypothesis. Research finds that both the volume and valance of consumers’ dynamic word of mouth are related to box office. In terms of movie valance, box office stars are positively correlated with the box office. Thirdly, compared with America, in China, the relationship between the valance of network word of mouth and box office is stronger in the middle and late stages during the movie’s release, which indicates that major purchasers (imitators) in the middle and late stages during the movie’s release attach more importance to the valance of word of mouth rather than the volume. The research findings enable practice circles and academic circles to learn more about consumers in high-context culture (such as China) and low-context culture (such as America). For example, in the middle and late stages during the movie’s release, consumers value others’ thoughts more. Lastly, suggestions for practice circles are proposed. |
