A Research On The Influencing Factors Of The Effect Of Film Online Word-of-mouth

With the Online word-of-mouth of movies increasingly becoming an important concern of the audience,the film distribution and publicity parties attempt to promote the Online word-of-mouth of movies through more and more effective forms,and different network platforms also provide users with more and more abundant information as far as possible.In the process of the spread of network word-of-mouth information,affected by various factors,the final spread effect will be different.In terms of the film professional segmentation field,Douban Movie is a platform with a large number of domestic users and strong social attributes,so the research based on this platform is also more representative.Then,what are the communication characteristics of this platform in the process of spreading film online word-of-mouth?How is the spread effect? To further explore,what are the specific factors influencing the effect of the Online word-of-mouth dissemination of films? In the future,what aspects should film distributors and publicists start from to optimize the Online word-of-mouth communication strategy of films? This paper focuses on the above several main issues,launched a study.This study adopts the case study method,in-depth interview method and questionnaire survey method,based on the relationship of communication elements among communicators,information and receivers,on the basis of the theory of 5 w to design the model of influence factors hypothesized,again through the questionnaire analysis,combining with the SPSS software to explore the relationship between the variables and the movie iwom,to verify this hypothesis.The main findings of this study are that the influence of network opinion leaders has a significant positive impact on the effect of online word-of-mouth dissemination of films.The credibility of information has a significant positive effect on the effect of online word-of-mouth dissemination of films,and the popular comments,the emotional tendency contained in the comments,thumb up and the useful number all have an effect.The user preference has a significant positive influence on the effect of online word-of-mouth communication of films,including the preferences of cast and crew,quality,schedule,publicity stage,type and content;Users’ acceptance has a significant positive impact on the effect of online word-of-mouth dissemination of films,and changes in cognitive orientation and attitude will take place after acceptance.Gender has no significant influence on the effect of film network word-of-mouth communication.According to the research conclusions,this study believes that film distribution and publicity can optimize the word-of-mouth communication strategy from five aspects:The first tip is to leverage opinion leaders to enhance the interaction enthusiasm of users;The second tip is to guide the creators,take advantage of the fan effect;The third tip is to improve the quality of films,deep cultivation of high-quality film and television content;The fourth tip is to improve the publicity plan and follow up the promotion stage in real time;The fifth tip is to avoid water marketing,word of mouth evaluation environment order.For the Douban film platform itself,two suggestions are also put forward.First,to meet multiple needs,supporting the humanized service experience;Second,the innovation of evaluation indicators,foreign experience localization.