Research On The Impacts Of Film's Reputation Experience On Consumer's Willing

This world provides information on the exchange of data,the exchange of data the exchange of information and other information for the exchange of products,products and products.In the tide of all-people entertainment,the film industry is also developing at a rapid rate,and the role of Internet word of mouth in the field of film industry has also become increasingly significant.With the rapid development of the film market,a large number of movie Internet word-of-mouth platforms have emerged in China.For users,they can search for or send movie information through the movie Internet Word of Mouth,and this information has an important impact on the formation and change of user attitudes and purchase decisions.For merchants,the wide-ranging nature and multi-dimensional nature of the film's online word-of-mouth has exceeded its traditional reputation in the speed and effectiveness of its dissemination and has profoundly affected the traditional marketing landscape.In this context,how to use Internet word-of-mouth in a reasonable and effective way in the field of film marketing,and to study the impact of Internet word-of-mouth in the process of movie online word-of-mouth communication on the user's viewing decisions will become the key.This paper studies the impact of Internet word-of-mouth on the user's viewing decisions,in order to provide some inspiration for the field of film viewing and consumer behavior research,and to provide reference for the promotion of Chinese film marketing.This article starts with five aspects:professionalism of internet word-of-mouth,the number of reviews,the quality of reviews,the polarity of reviews,and the professionalism of Internet word-of-mouth acceptors.It uses the perceived usefulness as an intermediary variable to construct the theory that movie online word-of-mouth influences user viewing decisions.The model explores the impact of the six variables of Internet word of mouth sender professionalism,number of reviews,quality of reviews,polarity of reviews,professionalism of Internet word-of-mouth,and perceived usefulness on user viewing decisions and perceived usefulness in the model.Mediating Role.Through empirical research,the paper concludes as follows:(1)The number of online word of mouth,the quality of word-of-mouth,and the polarity of word-of-mouth all have a positive impact on users' viewing decisions;the professionalism of recipients has a negative impact on users' viewing decisions;while commentators' professionalism has a The effect is not significant.(2)The number of word-of-mouth online movies,the quality of word-of-mouth,the direction of word of mouth,and the professionalism of the recipient all have a positive impact on the perceived usefulness of the film.However,the professionalism of the recipient still has a slight effect on the perceived usefulness of the film evaluation.(3)Perceived usefulness Mediates the influence of word-of-mouth,quality of word-of-mouth,word of mouth,and professionalism of the recipient on the user's viewing decisions.There is no significant mediating role in the influence of commentator professionalism on user viewing decisions.And in this conclusion,the research limitations and future prospects are proposed.