【硕士论文】网络口碑与电影消费者态度及观赏动机的关系研究

Affect://info.3dou.com/ARESEARCHONTHERELATIONSHIPBETWEENMOVIECONSUMER’SATTITUDE,WATCHINGINTENTIONANDONLINEWORDOFMOUTHABSTRACTNowadays,asthedevelopmentoftheinternettechnology,theeffectofwordofmouthtomarketingisbecomingmoreandmoresignificant,thisattractstheattentionofthecompanies,consumersandresearchersandhasbecomeapromisingresearcharea.Thispaperanalyzestherelationshipbetweenonlinewordofmouthrelatingtomotionpicturesandtheattitudeofconsumerstowardthemovieandthewatchingintentionofthemovie,conductedaresearchofthemechanisminwhichthewordofmouthoperatesandworks.Generallyspeaking,themaincontributionofthispaperincludes:Firstly,summarizesthebasicconceptsandtheoriesofwordofmouthmarketing,thecurrentresearchofonlinewordofmouth,theperspectiveofexperientialproductsandtheconsumeremotion.Furthermore,thispaperanalyzestherelationshipbetweentheseconceptsandtheirsignificancetothis“affect”intheresearchto“emotion”.Althoughtheyarebothpsychologicalvariableswhichcanbetranslatedintothesameword“ganqing”inChineseandhavebasicallyidenticalmeaningindailyuse,theyalsohavedifferentcharacters.Secondly,finddimensiontomeasureconsumer’scognitionandemotionalresponsestowordofmouth,thatis,hedonic,utilitarian,andinterestingnessforcognitionandpleasure,arousal,anddominanceforemotion.Basedonthismodel,hypothesizesoftheresearcharebroughtforward.UsingStructuralEquationModeltoanalyzethedatacollectedbytheempiricalresearch,thisresearchmodifiedthepreviouslymentionedevaluationmodelbasedontheanalysisresults.Theresultsprovedtherationalityoftheresearchtoanalyzewordofmouthfromtheemotionperspective.Finally,thelimitationsofthisresearchandfutureresearchdirectionaresuggested.:Onlinewordofmouth,consumeremotion,motionpictures,attitude,watchingintention://info.3dou.com/11.1wordofmouth67%[96][35]://info.3dou.com/3behavioraffectaffectaffectemotionPADhedonismutilitarianisminterestingness1.3://info.3dou.com/51-1Fig1-1Researchstructureofthispaperzzzzzzzzzzzzzzzzzzzzz://info.3dou.com/72.1.12.1.1.1rating2.1.1.2[19][19]anonymity[26]2.1.2volumeawareness[59]Liu2006[59]valence[32][59]rating[15][59]Dispersion,communityGodesandMayzlin20041entropy[32]2.1.3[14][18][25][32][59]Chatterjee2001[14]Senecal&Nantel2004[92]11000nnNitititnititititPOSTPOSTLogifPOSTPOSTPOSTENTROPYifPOST=−==∑fitPOSTnit1t+[15]Dellarocas,Awad,andZhang2004Basspqq[18]GodesMayzlin200444[32]Liu2006[59]2-12VolumeValenceDispersionDellarocas,Awad,ZhangGodesMayzlinLiu2[46]Senecal