口碑異質性與動態性之特徵對電影績效之影響

Abstract

隨著網際網路之普及，網路成了消費者進行口碑傳播的一個重要平台。而也由於網絡口碑的重要性和網路資料蒐集的便利性，因此有愈來愈多的研究人員開始利用線上評論的資料來了解口碑的特質以及其對產品的銷售的影響。在以往對於網路口碑特質的研究，有兩個主要的考量指標：即口碑數量(WOM volume)以及口碑評價(WOM valence)。雖然多數的研究發現口碑數量對銷售總額具有正面影響，然而對於口碑評價之影響力之結論總是莫衷一是。此外，根據雙向溝通之論點，兩極化口碑往往能夠提升消費者對於產品之知曉及態度。有鑑於此，本研究欲探究之研究目的有二：希望能進一步從理論與實證結果來瞭解口碑評價之真實影響力；透過對於口碑結構影響之探討，一補充過去文獻對於此部分探討之遺漏。 本研究蒐集了電影產業之口碑資料，並分別從異質性及動態性兩個角度進行口碑效果之分析。其結論統整如下： 1.口碑數量確實對於產品銷售績效具有正向效果之影響力。 2.口碑評價對於產品銷售績效之效果確實呈現分歧之現象。然而其對於模仿使用者之消費是具有影響力的。 3.口碑結構之效果是存在的。不論是從對於模仿使用者之影響力，或是透過對於口碑數量間接影響產品銷售績效，皆能證實口碑結構之影響力。唯此影響力在產品上市初期之效用會較高。

As the Internet has become more and more popular, it is now an important platform for consumers to share word of mouth (WOM). The importance of online WOM and convenience of online data collection have also attracted researchers to investigate the characteristics of word of mouth and its impact to product sales performance by using online user review. Two major indicators were considered from previous online WOM studies: the volume and the valence of WOM. Although most previous studies found that the volume of WOM has a positive impact on total product sales, WOM valence results were not as definitive. Moreover, according to the arguments of two-sided persuasion, controversial WOM often enhances consumers’ product awareness and attitude. Hence, there are two purposes of this study. First, we try to explore the real influence of WOM valence based on the theory and the empirical result. Second, we try to complement the content of WOM by discussing the influence of WOM structure. This study collected WOM data in the motion picture industry and tried to analyze the effect of WOM from the perspectives of heterogeneity and dynamics. The final results are concluded as follows: 1.The volume of WOM has positive impact on product sales performance. 2.The influence of the valence of WOM on the product sales performance has been mixed, however, the valence of WOM has positive impact to consumption of imitators. 3.The influence of WOM structure exists, no matter to the impact on imitators, or the volume of WOM that thereafter indirectly impact on sales performance, they have all proven the influence of WOM structure, which will only outperform during the early-stage of product launch.