Research Of The Effects Of Electronic Word-of-Mouth On College Students' Movie Purchase Intention

Under the background of the age of the Internet,Consumers through a variety of Internet channels to exchange the information about product or service.With the high interaction,anonymous and convenient,Electronic Word-of-mouth immediately becoming the burgeoning hot spot during the area of marketing.The movie industry as the core part of culture industries,which the business should realize he importance and strategy of Electronic Word-of-mouth.Therefore,how to reasonable use the effect of Electronic Word-of-mouth to customers is the key factor during the area of marketing.Given the College student the movie audience in the mainstream groups,Electronic Word-of-mouth significantly affected the reputation of the College student purchase intention.This article mainly discuss the relationship between Electronic Word-of-mouth and College student purchase intention to movie.As the example of the research on expand movie consume action,which could enrich empirical research on China's film industry,and promoting some enlightenment to the China film industry.This article sum up the domestic and overseas scholars' research,then relevant theoretical model of the effect on College student movie purchase intention.Choose five representative factions: the quality of reputation,the quantity of reputation,the direction of reputation,the source credibility,and the effect of the internet intake degree to the reputation.We can obtain four conclusions:First,The quality of eWOM,the quantity of eWOM,the direction of eWOM,the source credibility,and the effect of the internet intake degree to the reputation have significant effect on perceived usefulness and College student movie purchase intention.Second,The quality of eWOM,the quantity of eWOM,the direction of eWOM,the source credibility have significant effect on perceived credibility.Third,The quality of eWOM,the quantity of eWOM,the direction of eWOM,the source credibility,and the effect of the internet intake degree to the reputation have significant effect on College student movie purchase intention.Finally,Perceived usefulness and perceived credibility as a mediator,which for part of the eWOM about the College student movie purchase intentions path.