Study On The Influence Of Social Networks On User’s Movie Purchase Intentions

This study is based on the Technology acceptance model. In terms ofliterature review and sum-up, I chose the4characters of the SNS as theindependent variables, and used the SNS users’ cognition-based trust andaffect-based trust these two crucial factors as the intervening variable, theirpurchase intentions of the movies is the dependent variable. This study aimto build up an influence model to show the customers’ purchasing behaviorof movies can be affected by their using of the SNS.Through the empirical analysis, I found out that customers’ purchaseintentions of the movies and their utility-dependent, cognition-based trustand affect-based trust of the SNS have a positive correlation; informationopenness and affect-based trust have a positive correlation; interactivecommunication and the purchase intentions have a positive correlation; thecustomers’ purchasing intention and their cognition-based trust andaffect-based trust of the SNS have a positive correlation. From thecustomers’ perspective, their ages and the amount time they used on theSNS also have an influence on their purchasing behavior.Based on these findings, this study comes out with three constructiveadvices for the movie producers and their marketing team: holisticinformation spreading system and feedback system; optimizing therelationship between “predictable” and “Unpredictable”; ride themomentum for restarting. I pointed out the innovations and limitations ofthis research, the expectations of this study area were also indicated at theend of this study.