Research On The Influence Of Internet Word Of Mouth On Movie Box Office

The report of the 19 th national congress pointed out that it is necessary to strengthen cultural self-confidence and promote the prosperity of culture.Movies are important in the field of culture.Chinese movie market which is dominated by domestic box office,gains economic benefits as well as affects consumers’ lives through cultural output.The emergence of the Internet has changed the circumstance that consumers are usually in a situation of information asymmetry when choosing a movie.Therefore,the influence of Internet word-of-mouth on consumers and on the box office is worth studying.In the past few years,the domestic movie box office has achieved an excellent result.It was difficult to have statistical data of word-of-mouth.The emergence of websites has made it possible to study the influence of Internet word of mouth on the movie box office.This paper mainly conducts an empirical study on the influence of Internet word of mouth on movie box office in the domestic market.Firstly,it explains the background,significance,methods and innovation of the study.Secondly,literature review is carried out,which includes the theoretical basis and the literature research.The theoretical basis includes definition,theoretical basis and mechanism.The literature research is divided into domestic literature research and foreign literature research.Then,it explains the sample and variables used in the paper.The data is adopted form Douban website and Movie box office data website.The volume of online reviews and the score of internet word of mouth are selected as the main variables,as well as the star influence,sequels and schedules are taken as moderating variables.The software selected is Eviews.This paper establishes a multiple linear regression model for empirical study.In the empirical research part,an analysis of the entire sample is carried out.Then it analyzes the influence of Internet word of mouth on the box office in different types.It also analyzes the influence of Internet word of mouth on the box office in different time period.According to the study,the Internet word of mouth conveys the movie quality information to consumers.The influence of internet word of mouth on the domestic movie box office is significant.Internet word of mouth under different classification has different effect on consumer purchase behavior,and thus affects the movie box office.As a signal to convey the quality information of movies,Internet word of mouth plays an important role for consumers to get satisfaction and reduce the risk of loss.Government should establish and improve the information disclosure mechanism,promote the movie mechanism to improve audience satisfaction,and strengthen the supervision of Internet word of mouth,so that Internet word of mouth can better be the signal to promote the efficiency.