Empirical Research Of The Influence With The Film’s Reputation For Young Consumer’s Willing

With the vigorous development of China’s film market, the impact on the reputation of the young movie audience consumption will become increasingly significant. A good reputation movie, to achieve long-term hit, achieved excellent box office success; Conversely, those who suffered bad reviews of the movie, there is likely to be abandoned faced young audience, leading to consequences at the box office plummeted. To some extent, the reputation of the film at the box office movie increasingly decisive role. The main factors Film reputation for young audiences willingness Consumption is the reputation of active search, relationship strength, perceived risk, expertise and specialized knowledge, such as the recipient’s biographyThus, this paper presents five hypotheses:Film reputation active search has a significant impact on young viewers willingness to consume; relationship strength movie reputation has a significant impact on young audiences consumer wishes; perceived risk movie reputation for young audiences consumer will have a significant influence; expertise movie pass by word of mouth has a significant impact on consumer willingness to young audiences; expertise movie reputation receiver has a significant impact on consumer willingness to young audiencesEmpirical results show that the effect on the reputation of the young audience the film is very significant consumer willingness, to a certain extent, have an important impact on the final result will film at the box office. In this paper, film and word of mouth marketing research have a certain contribution for film production companies to carry word of mouth marketing practice some degree of significance. Given the young audience the movie audience in the mainstream groups, significantly affected the reputation of the young movie audience consumption will, in an increasingly competitive film market, and the importance of word of mouth marketing, word of mouth movie must be fully valued.