Research About The Interactive Effects Of Online Scores Movie Box Office

With the development of Internet and the increasing popularity of online consumption, more and more consumers pay their attention to online reviews when making consumption decisions. At the same time, the academic researches about online reviews expand gradually. However, findings about the impacts of online scores on sales differ, even for the same products. This study, taking online movie as the research object, respectively constructs the interaction-model of the overall score and individual scores from the perspective of online scores themselves and analyzes them empirically, exploring the impact mechanism of online scores from the perspective of interactive effects between different forms of online scores, thus providing a reasonable explanation about the inconsistency of current researches regarding the impact of online scores on sales and guiding the businesses’ operation about online scores.The results show that:As for the overall score, the positive effect of the overall score on sales is negatively impacted by the difference between the level scores and the overall score itself, it means that the bigger the difference, the less the positive effect of the overall score on sales. Moreover, the impact of the overall score on sales is positively affected by the difference between the overall score of one product and those of its substitutes. While considering the difference between the sub-dimensional scores and the overall score, its effect on the role of the overall score is insignificant.As for the individual scores, the impact of the overall score on sales is significantly affected by the difference in the usefulness of reviewers’ experience of individual scores, the difference in the usefulness of reviewers’ social scope of individual scores and the average difference between adjacent scores. Among them, the difference in the usefulness of reviewers’ experience of individual scores has a positive effect on the role of the overall score in sales when the level of the usefulness of individual reviews’ replies or the difference in the usefulness of reviewers’ social scope of individual scores is lower, but this effect is insignificant when the level is higher. Both of the difference in the usefulness of reviewers’ social scope of individual scores and the average difference between adjacent scores have positive interactions with the overall score, namely the bigger the two, the stronger the positive effect of the overall score on sales. While the impact of the difference in the usefulness of individual reviews’ replies on the role of the overall score in sales is insignificant.