An Empirical Study On The Influence Of The Negative Reputation Of The Network Of Film And Television Products On The Audiovisual Will Of Consumers

Television is an important part of China’s cultural. At the same time, along with the network popularization, the Internet become an important means to obtain information. On the one hand, people can use the Internet website and forum voice their opinions. On the other hand, when people want to find information of film products, they can also use the Internet. Internet word-of-mouth Plays an important role, and negative word-of-mouth is more extensive than positive word-of-mouth. As a result of television’s special, we often see some film and television products of negative word-of-mouth not reduce the consumer watching will, but attract more audience.This paper selects television audience as the object of study, analysis of the effect of negative word-of-mouth for watching will of consumers. Through the study of documents, this paper determines the dimensions of Internet negative word-of-mouth, the number, the strength, the professional of the sender and receiver. Secondly, this paper constructs a model of Internet negative word-of-mouth affect consumer willingness to watch.According to the results of analysis, confirm the number and the strength of Internet negative word-of-mouth has a significant positive effect on audiences. Finally, applying the conclusion of the research to practical, help publishers better understand audiences watching motivation, provide a theoretical basis and guidance for the future film and television product marketing.