The Influence Of Internet Drama Reviews On The Audience’s Viewing Willingness

With the great began of the “first year of internet drama”,the culture mindset of television viewers have been deeply influenced by the extension of pop culture.Internet drama,in this way,shows huge commercial potential.Meanwhile,content marketing of Internet drama continues to become a trend.Because of it’s openness and interactive,as well as the diversification of form and content,Internet drama transformed itself to one of the most popular online video.How to interact with audiences through online drama reviews,and then improve their willingness to watch it is the key to my study.In this context,we started from the new trend of Internet drama,focused on the methods of persuasion and subject of content generated,reviewed related literature of user-generated content and persuasion theory both at home and abroad,and arranged some related concepts and theories.Then we carried out our controlled experiment to analyze whether the correlativity of methods of persuasion and subject of content generated has reciprocal influence to audiences’ viewing willingness of Internet drama.At the same time,we brought the theory of need for cognitive closure into consideration,tried to measure from the perspective of audience’s psychology and clear the causation through multivariate analysis of variance.The innovation points of this study are as following:(1)Based on the latest trend and shortcoming of previous research,we made a comparative study of the influence between user-generated content and professional generated content.What’s more,the one-sided persuasion and two-sided persuasion of persuasion theory have been combined together with subject of content generated,which have also provided a opportunity to the research of their interaction effect.(2)Explored the influence of the need for cognitive closure on persuasion effect.This study has taken NFCS scale to measure the subjects’ level of need for cognitive closure.Through the experiment,we found one-sided persuasion message,and professional generated content had much more influence on the lower-level of need for cognitive closure group,on the contrary,two-sided persuasion message,and user-generated content made higher-level of need for cognitive closure group more willing to view the Internet drama.(3)Different from available literatures,this study adopted questionnaire survey and controlled experiment to research the reciprocal action of methods of persuasion and subject of content generated.Questionnaire survey made a solid measurement infrastructure,and the results of controlled experiment tested all the hypotheses,and deepen the understanding of questionnaire survey questions.It is a useful reference for the post study about causal relationship and interactive relationship of message and it’s influence on audiences.