网络口碑与电影消费者态度及观赏动机的关系研究

上海交通大学硕士学位论文网络口碑与电影消费者态度及观赏动机的关系研究姓名：张强申请学位级别：硕士专业：企业管理指导教师：李乃和20080101AffectARESEARCHONTHERELATIONSHIPBETWEENMOVIECONSUMER’SATTITUDE,WATCHINGINTENTIONANDONLINEWORDOFMOUTHABSTRACTNowadays,asthedevelopmentoftheinternettechnology,theeffectofwordofmouthtomarketingisbecomingmoreandmoresignificant,thisattractstheattentionofthecompanies,consumersandresearchersandhasbecomeapromisingresearcharea.Thispaperanalyzestherelationshipbetweenonlinewordofmouthrelatingtomotionpicturesandtheattitudeofconsumerstowardthemovieandthewatchingintentionofthemovie,conductedaresearchofthemechanisminwhichthewordofmouthoperatesandworks.Generallyspeaking,themaincontributionofthispaperincludes:Firstly,summarizesthebasicconceptsandtheoriesofwordofmouthmarketing,thecurrentresearchofonlinewordofmouth,theperspectiveofexperientialproductsandtheconsumeremotion.Furthermore,thispaperanalyzestherelationshipbetweentheseconceptsandtheirsignificancetothisresearch.ThebiggestcontributionofthisresearchisthatthispaperbringsforwardawordofmouthevaluationmodelofmotionpicturecustomersbasedonthefamousC-A-Bmodelinconsumerresearch.Thefirstdifferencebetweenthetwomodelsisthatthisresearchexpandstheconcept“affect”intheresearchto“emotion”.Althoughtheyarebothpsychologicalvariableswhichcanbetranslatedintothesameword“ganqing”inChineseandhavebasicallyidenticalmeaningindailyuse,theyalsohavedifferentcharacters.Secondly,finddimensiontomeasureconsumer’scognitionandemotionalresponsestowordofmouth,thatis,hedonic,utilitarian,andinterestingnessforcognitionandpleasure,arousal,anddominanceforemotion.Basedonthismodel,hypothesizesoftheresearcharebroughtforward.UsingStructuralEquationModeltoanalyzethedatacollectedbytheempiricalresearch,thisresearchmodifiedthepreviouslymentionedevaluationmodelbasedontheanalysisresults.Theresultsprovedtherationalityoftheresearchtoanalyzewordofmouthfromtheemotionperspective.Finally,thelimitationsofthisresearchandfutureresearchdirectionaresuggested.KEYWORDS:Onlinewordofmouth,consumeremotion,motionpictures,attitude,watchingintention1-1.............................................................................................................52-1................................................152-2Schloberger................................................................................202-3............................................................................243-1............................................................................283-2TRA............................................................................................333-3............................................................................................343-4........................................................................................344-1...........................................................................................................405-1.......................................................................................................616-1................................................................642-1....................................................102-2Izard...................................................................214-1PAD................................465-1........................................................................................545-2...........................................................................................................545-3Cronbach.......................................................................555-4....................................................................................555-5....................................................................................575-6...............................................................................................595-7....................................................................................6011.1wordofmouth67%[96][35]21.21.2.1affect1.2.2cognition1affect1affectemotionaffectemotionaffectemotion3behavioraffectaffectaffectemotionPADhedonismutilitarianisminterestingness1.341-151-1Fig1-1Researchstructureofthispaperzzzzzzzzzzzzzzzzzzzzz62.12.2emotion2.1AmericanWordOfMouthMarketingAssociationWOMMAWordofMouth,WOM/WordofMouthmarketing/72.1.12.1.1.1rating2.1.1.2[19]8[19]anonymity[26]2.1.2volumeawareness[59]Liu2006[59]valence[32][59]rating[15]9[59]Dispersion,communityGodesandMayzlin20041entropy[32]2.1.3[14][18][25][32][59]Chatterjee2001[14]Senecal&Nantel2004[92]11000nnNitititnititititPOSTPOSTLogifPOSTPOSTPOSTENTROPYifPOST=−==∑fitPOSTnit1t+10Chevalier&Mayzlin2006Amazon.comBarnesandnoble.com[15]Dellarocas,Awad,andZhang2004Basspqq[18]GodesMayzlin200444[32]Liu2006[59]2-12VolumeValenceDispersionDellarocas,Awad,ZhangGodesMayzlinLiu211Hu,Pavlou&Zhang2006[46]Senecal&Nantel2004[92]contentanalysis2.1.4Senecal&Nantel2004searchqualityexperiencequality12[92]Senecal&Nantel2002[92]2.1.5[26][19]132.22.2.1HolbrookHirschman1982[HedonicConsumption][41]hedonicvalue14emotionaffect2.2.2[41]--上海交通大学硕士学位论文网络口碑与电影消费者态度及观赏动机的关系研究15潮后在逐渐下降。采用更加