Research On The Influence Of Internet Word-of-Mouth On The Box Office Of Animated Films In Mainland China

Since 2004,with the CPC central committee and the release of a series of relevant policy documents,China’s animation film market has developed rapidly as an important sector in the cultural market.With the continuous development of social media,online word of mouth is more and more closely related to people’s consumption decisions.Consumers get information and make decisions on the Internet before purchase.The box office of animated films is the most intuitive indicator to measure the development of the animated film market,in recent years,some domestic animated film,relying on good reputation gain high box office,behind the classical IP adaptation,"dreams" "white snake origin" "journey to the west of the risk return of nezha conquers the familiars down,such as common reputation counter attack successful cases,and the Internet" tap water "phenomenon made the success of the marketing link also inseparable.However,more domestic animation films and foreign has established a perfect publicity system compared to the initiative is still insufficient,the relevant marketing still failed to pay attention to the role of online word of mouth.Domestic scholars on Internet word of mouth and animation film is given priority to with qualitative,lack of quantitative research,at the same time,most of the current study will film related to internal factors as control variable,discuss the impact of Internet word of mouth animation film at the box office and ignore the consumption of the environmental impact comprehensive decision-making,rarely discuss other information on the Internet word of mouth influence mechanism adjustment.In addition,the measurement standard of all aspects of animated films is different from that of ordinary live-action films,and the related variables are also different from the traditional variables of ordinary film market in the past,so it is necessary to study separately.So the author based on the consumer purchase decisions related to perceived risk theory and clues theory can be used to explain iwom persuade consumers behavior path,and compare with the live-action movie throughout,with iwom titer,quantity,and animated film market in China as the research object,establish Internet word of mouth and animation film in other internal clues related regulating the relationship between the variables under the effect of interaction model,thus improve the Internet word of mouth marketing emphasis in animation film market,further enrich the related area of research.So this paper reviewed the research status of domestic animation film,summarizes the Internet word of mouth and movie box office of the relevant literature,based on the theory of perceived risk and clues to use clear context,on the basis of previous studies,from the number of Internet word of mouth and titer two dimensions to explore its influence on animation film at the box office,and join other five film internal factors:on new influence,director,film producer,voice actors,whether adaptation as regulating variable,build the relationship between the dependent and independent variables and control variables and the model.Respectively by correlation analysis,variance analysis and research the independent variable and adjust variables influence on animation film at the box office,centralized control variable regression analysis and research on the mutual influence of independent variable and dependent variable to explore what factors can regulate Internet word of mouth and animation film,the relationship between the guided animation film in the field of Internet marketing to provide conclusions and inspiration.In this paper,the number of ratings and reviews of domestic mainstream websites Douban and Mtime as the independent variable data source,collected the sample statistical data of 175 domestic animation films released in China’s animation film market in the five years from 2015 to 2019(up to December 31).Through correlation analysis,variance analysis on regulating variable and independent variables and the significance test,using regression analysis research hypothesis verification regulation effect,in order to calculate the equation of the mathematical model quantitative conclusion adjust the variables of the independent variable and dependent variable relationship adjustment.Finally,the following conclusions are drawn:(1)the number of online word of mouth and online score have a significant positive impact on the box office of animated films;(2)the schedule,the influence of dubbing actors and the place of origin have no significant influence on the box office of animation films;(3)whether the influence of adaptation and director has a significant impact on the box office of animation films;(4)the director’s influence and whether the adaptation can positively adjust the influence of online word-of-mouth on the box office of animated films.On this basis,compare the results with the literature review,summary and analysis of animation films and live-action movie box office the similarities and differences between influencing factors and regulation,analyze the animated film market in China are faced with the problem,for the domestic animation film production and domestic animation market of Internet word of mouth marketing advice,hope for the development of Chinese animation film in the future market to provide theoretical and practical reference.