Study Of The Network's Reputation For The Film At The Box Office

With the further development of movie Industrialization and marketization,"Marketing is greater than the movie" concept becomes increasingly important. Under the background of the rapid development of the Internet, IWOM gradually highlights its unique power, and becomes an important factor affecting the market. In this paper, based on the theoretical basis of movie IWOM influence consumer decision, study the effect of the IWOM on the movie box office, and reveals the important influence of IWOM for film industry.Firstly, reviewing and combing the domestic and foreign research about IWOM and consumer purchase decision, combines with the characteristics of the film, divides IWOM into the volume of IWOM and the valence of IWOM, then study of its effect on film respectively. In addition, as a cultural product, movie box office is affected by many factors, this paper introduces the origin of the film, film types, whether to remake, sequel or adapt, movie schedule, actor appeal, director appeal. Use these six factors as the manipulated variable of IWOM. The results showed that the origin of the film, movie schedule and actor appeal do not significantly affect the box office. But film types, whether to remake, sequel or adapt and director appeal influence the volume of IWOM and the valence of IWOM, thus influence the movie box office.This paper selects2011-2013top150movie box office as the research sample. Through the SPSS statistical software for data analysis. It is concluded that IWOM impact of the movie box office. On this basis, combined with the characteristics of film and put forward relevant suggestions of movie IWOM.