The Influence Of Internet Word Of Mouth On Movie Consumers' Adoption Willingness

Word-of-mouth culture has developed to this day,and the network word-of-mouth mechanism has gradually developed and matured,and network word-of-mouth has become an effective means of marketing and promotion for the Internet of modern enterprises.Word-of-mouth communication has also changed from a traditional one-to-one communication mode to a many-to-many communication mode in this network environment.With the rapid development of e-commerce and social media,the channels for online word-of-mouth have also become more diverse.Every aspect of people's daily life is under the radiation scope of Internet word-of-mouth,and movies as an experiential commodity,fancy the experience attributes of goods,and the success of the market depends more on the influence of Internet word-of-mouth.This paper combs through the literature and finds that the related research results of Internet word-of-mouth effect have not yet formed a complete and consistent theoretical system.However,there are fewer studies that use film Internet word-of-mouth as the research object and Internet word-of-mouth channels as the starting point of research.By discussing the research background,the research object and scope of this paper are defined.Secondly,through the study of the network word-of-mouth effect of the film,this article explores the factors that affect consumers' willingness to adopt word-of-mouth in different word-of-mouth channels,integrates the possibility model of fine processing and the information adoption model to obtain the research model of this article.Based on the vacancy,the research hypothesis of this paper is put forward.A large amount of data was collected through a questionnaire survey,and an empirical comparative study was performed using SPSS23.0 and AMOS23.0 statistical analysis.Finally,based on the results of empirical analysis and in-depth interviews,the differences between the factors influencing consumers' willingness to adopt word-of-mouth and the reasons behind ticket purchase platforms and social media channels are explained,and the research conclusions are summarized.The results of empirical analysis show that,whether on the ticket purchase platform channel or on the social media channel,the information quality and information value of film online word of mouth will significantly positively affect the perceived usefulness of consumers;and the publishers of film online word of mouth Both credibility and publisher attractiveness will significantly positively affect consumers' perceived credibility.Consumers 'perceived credibility and perceived usefulness will significantly positively affect consumers' willingness to adopt word of mouth.These analysis results are consistent with previous research results.In a comparative study of word-of-mouth adoption on ticketing platform channels and social media channels,empirical research results show that compared to online ticketing channels,the quality of movie word-of-mouth information and word-of-mouth information valence on social media are useful to consumers.Greater positive impact.That is to say,compared to ticket purchase channels,consumers are more sensitive to the information quality and information valence of movie word of mouth on social media channels,and the information quality and information valence of movie word of mouth on social media are more likely to affect consumers' Perceived usefulness.Compared to social media,the credibility of movie word-of-mouth publishers on online ticket purchase channels has a greater positive impact on consumer perceptions of credibility.In other words,compared to social media,consumers are more sensitive to the credibility of publishers of movie word of mouth on ticketing platforms,and the credibility of publishers of movie word of mouth on ticketing platforms is more likely to affect consumers' perceptions.Reliability.Compared with social media,the appeal of movie word-of-mouth publishers on online ticket purchase channels has a smaller positive impact on consumer perception credibility.In other words,compared to social media,consumers 'perception of the attractiveness of publishers of movie word of mouth on ticketing platforms is less sensitive,and the appeal of publishers of movie word of mouth on social media platforms is more likely to affect consumers' perceptions.Reliability.In the end,this article supplemented and explained the reasons for the above-mentioned perception differences through in-depth interviews with ten film enthusiasts,further understanding consumers 'understanding of the usefulness and credibility of word-of-mouth information from different channels,and exploring the reasons behind their impact.