Research On The Influence Of Internet Communication On Consumers’ Purchase Intention Of Domestic Art Films

The Internet has produced many changes in the development of decades.Among them,various network portals have produced complex information,which is closely linked with people’s lives.Therefore,more and more consumers have begun to choose to query the reputation information of goods online and use it as the basis for consumption decisions.For the film,a special commodity,online word-of-mouth marketing is becoming more and more important.In recent years,there are occasional low-cost art films that have grown up with good word-of-mouth and achieved satisfactory box office,but more domestic art film marketers still fail to pay attention to the role of online wordof-mouth communication in box office.Therefore,this paper starts from the theory of information communication,discusses how network communication affects the purchase intention of domestic art film consumers,reveals the core elements of online word-ofmouth information that consumers care about,and provides reference for domestic art film marketing.Domestic research on art films is mostly qualitative,lacking relevant empirical research,while the research on online word-of-mouth communication mostly focuses on the price and quantity of online word-of-mouth.Therefore,after reviewing the research status of domestic art films and online word-of-mouth,this paper divides online word-of-mouth communication into communicator characteristics and communicator content characteristics and introduces them on the basis of previous research,This is an empirical study on the purchase intention of domestic art film consumers.By sorting out the relationship between online word-of-mouth communication and domestic art films and the impact of online word-of-mouth communication on consumer purchase decisions,based on the information communication theory,this paper selects two dimensions of communicator characteristics and communicator content characteristics as independent variables to explore its impact on the purchase intention of domestic art film consumers;Take the content characteristics of communicators as intermediary variables,and take three communication channels: cultural promotion platform,marketing platform,and free discussion platform as adjustment variables.The direct impact of the two independent variables on the purchase intention of art films and the intermediary effect of the content characteristics of the communicators between the communicators’ characteristics and the purchase intention are respectively studied,and the influence of the communicators’ characteristics,the characteristics of the communication content and the regulatory variables of the communication channel on the purchase intention of domestic art films is investigated,and then the differences of the characteristics of different consumer groups are analyzed,So as to put forward targeted suggestions for guiding the online word-of-mouth marketing of domestic art films.Through questionnaire survey and data analysis,the conclusions of this paper are as follows:(1)The three dimensions of the communicator’s characteristics: professionalism,homogeneity and popularity have a significant positive impact on the purchase intention of domestic art film consumers;(2)The communicator’s content characteristics have three dimensions of timeliness,secondary promotion and emotional resonance,which have a significant positive impact on the purchase intention of domestic art film consumers;(3)The communicator’s content characteristics have three dimensions of timeliness,secondary promotion and emotional resonance have a partial intermediary effect on the communicator’s characteristics and the purchase intention of domestic art film consumers;(4)The communication channel has a partial regulatory effect between the characteristics of the communicator,the content characteristics of the communicator and the purchase intention of domestic art film consumers.In addition,this paper also discusses the influence of the characteristics of domestic art film consumer groups on the characteristics of communicators,content characteristics and purchase intentions of communicators.The results show that:(1)women pay more attention to the popularity of domestic art film online word-of-mouth communicators than men.(2)There was no significant difference in all age groups.(3)Housewives have a significantly higher reputation for domestic art film online word-of-mouth communicators than other groups,and the timeliness of domestic art film online word-of-mouth communicators is significantly higher than that of office workers and freelancers.(4)The homogeneity and popularity of people with incomes above 8000 yuan to domestic art film online word-ofmouth communicators are significantly lower than those with incomes below 8000 yuan,and the timeliness and emotional resonance of people with incomes above 8000 yuan to domestic art film online word-of-mouth communicators are significantly lower than those with incomes below 8000 yuan.