A Research On The Relationship Between Movie Consumer's Attitude, Watching Intention And Online Word Of Mouth

Nowadays, as the development of the internet technology, the effect of word of mouth to marketing is becoming more and more significant, this attracts the attention of the companies, consumers and researchers and has become a promising research area. This paper analyzes the relationship between online word of mouth relating to motion pictures and the attitude of consumers toward the movie and the watching intention of the movie, conducted a research of the mechanism in which the word of mouth operates and works. Generally speaking, the main contribution of this paper includes:Firstly, summarizes the basic concepts and theories of word of mouth marketing, the current research of online word of mouth, the perspective of experiential products and the consumer emotion. Further more, this paper analyzes the relationship between these concepts and their significance to this research.The biggest contribution of this research is that this paper brings forward a word of mouth evaluation model of motion picture customers based on the famous C-A-B model in consumer research. The first difference between the two models is that this research expands the concept"affect"in the research to"emotion". Although they are both psychological variables which can be translated in to the same word"ganqing"in Chinese and have basically identical meaning in daily use, they also have different characters. Secondly, find dimension to measure consumer's cognition and emotional responses to word of mouth, that is, hedonic, utilitarian, and interestingness for cognition and pleasure, arousal, and dominance for emotion. Based on this model, hypothesizes of the research are brought forward.Using Structural Equation Model to analyze the data collected by the empirical research, this research modified the previously mentioned evaluation model based on the analysis results. The results proved the rationality of the research to analyze word of mouth from the emotion perspective.Finally, the limitations of this research and future research direction are suggested.