| With the popularity of mobile Internet,the Internet word-of-mouth(IWOM)generated by social media applications is inseparable from consumers' life.They are used to obtaining product information from the Internet before making a decision.For a special product like movie,word-of-mouth marketing developed along with IWOM has played a unique role and has a certain impact on consumers' decision-making.In recent years,some small-cost art films have risen with good reputation and harvested unexpected box office.However,more domestic art films have insufficient initiative in the process of word-of-mouth marketing,and related marketing parties still fail to pay attention to the role of IWOM.This paper starts from the theory that IWOM influences consumers' purchasing decision,and takes domestic art film as the research object,tries to explore the influence of IWOM on the box office of art films,and reveals the important role of online word-of-mouth marketing.In order to enhance the attention of relevant marketing parties on the IWOM.Domestic research on art films is mostly qualitative and lacks relevant empirical research.Therefore,after reviewing the research status of domestic art films,this paper innovatively conducts empirical research on the box office of art films and introduces the important factor of IWOM.By combing the relationship between IWOM and movie box office and the impact of IWOM on consumers' purchasing decisions.Based on past research,this paper chooses to explore its influence on the box office of movies from the two dimensions of the number and valence of IWOM.At the same time,considering that the box office of movies were affected by other factors,the six factors including director's popularity,actor's popularity,type elements,distribution company strength,and film festival awards are introduced as moderators,constructed a relationship model among an independent variable and moderators and the dependent variable of movies' box office.Separately study the direct influence of independent variables and moderators on the box office of art movies,and focus on the interaction of IWOM and related moderators on the box office of movies,that is,which factors have the role of regulating the relationship between IWOM and box office,thus providing targeted suggestions for guiding the online word-of-mouth marketing of domestic art films.This paper collected a total of 125 representative domestic art films from 2005 to2017 as a research sample,and obtained online word-of-mouth data from the two most popular movie websites in China,Douban Film and Time Network.Before conducting empirical research,this paper uses the statistical analysis method to initially explore the relationship between IWOM and sample box office.Then,the research hypothesis of each variable is verified by correlation analysis,regression analysis and variance analysis.According to the results of regression analysis,the mathematical equations of the model are calculated to quantitatively describe the size and direction of the adjustment effects of the relevant moderators on the various dimensions of Internet word-of-mouth.After empirical test and theoretical analysis,the paper draws the conclusions:(1)The volume of IWOM has a positive impact on the box office of art movies;(2)There is no significant correlation between score and movie box office,but the five-star proportion of Douban movies is significantly affecting the box office of the movie;(3)The schedule,the distribution company strength,and the film festival awards have no significant impact on the art box office;(4)The director's popularity,the actor's popularity,and the type elements are important factors in obtaining high box office for domestic art films;(5)The actor's popularity and the type elements can positively adjust the impact of IWOM on the box office.On this basis,it provides suggestions for the IWOM marketing of domestic art films,and points out deficiencies of this paper and the prospects for subsequent research. |
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