A study of the relationship between online movie reviews and the intention to watch the movie

International Journal of Economics and Management Pub Date : 2022-01-01 DOI:10.22367/jem.2022.44.14

Hwai-Shuh Shieh, Szu-Yu Lin

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引用次数: 1

Abstract

Abstract Aim/purpose – This study explores how the content feature and source of eWOM affect people’s intentions and further analyses the effectiveness of eWOM on people’s intention to watch movies. Design/methodology/approach – The study considers two dimensions of movie reviews, including the source (anonymous or acquaintance) and the content feature (concrete or abstract), adopts a 2x2 between-subject design, and then analyzes online questionnaires (N = 313) via statistics analysis methods. Findings – The findings showed that if the source is from an acquaintance and the content feature is concrete, then people will have the highest intention to watch the movie. In addition, the acting skills of the cast and the love of the movie genre also enhance the positive influence on the viewer’s experience. Research implications/limitations – The respondents were selected only in Taiwan so this paper do not explain any differences among different countries. For example, cultural differences exist between the West and the East in the content feature of eWOM. Originality/value/contribution – If a type of genre is greatly accepted by the audience and generates huge box-office revenue, then producers and movie companies might keep making movies in these kinds of genre to secure profits. Therefore, box-office movies will usually fall into these certain types of genres, and there will be an abundance of them released in the near future.

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网络影评与观影意愿关系研究

【摘要】目的/目的:本研究探讨网络口碑的内容特征和来源如何影响人们的观影意愿，并进一步分析网络口碑对人们观影意愿的影响效果。设计/方法/方法-本研究考虑影评的来源(匿名或熟人)和内容特征(具体或抽象)两个维度，采用2x2受试者间设计，并通过统计分析方法对在线问卷(N = 313)进行分析。▽调查结果=调查结果显示，如果消息来源是熟人，内容特征是具体的，人们观看电影的意愿最高。此外，演员的演技和对电影类型的热爱也增强了对观众体验的积极影响。研究意义/限制-受访者只选择在台湾，因此本文没有解释不同国家之间的任何差异。例如，在eom的内容特征上存在着东西方文化的差异。独创性/价值/贡献——如果一种类型的电影被观众广泛接受，并产生巨大的票房收入，那么制片人和电影公司可能会继续制作这种类型的电影，以确保利润。因此，票房电影通常会落入这些特定类型的类型，在不久的将来会有大量的电影上映。

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来源期刊

International Journal of Economics and Management Economics, Econometrics and Finance-Economics, Econometrics and Finance (all)

CiteScore

1.80

自引率

0.00%

发文量

期刊介绍： The journal focuses on economics and management issues. The main subjects for economics cover national macroeconomic issues, international economic issues, interactions of national and regional economies, microeconomics and macroeconomics policies. The journal also considers thought-leading substantive research in the finance discipline. The main subjects for management include management decisions, Small Medium Enterprises (SME) practices, corporate social policies, digital marketing strategies and strategic management. The journal emphasises empirical studies with practical applications; examinations of theoretical and methodological developments. The journal is committed to publishing the high quality articles from economics and management perspectives. It is a triannual journal published in April, August and December and all articles submitted are in English. IJEM follows a double-blind peer-review process, whereby authors do not know reviewers and vice versa. Peer review is fundamental to the scientific publication process and the dissemination of sound science.