Research On The Impact Of Consumer's Network Behaviors On Film's Premiere Box Office

With the development of the world economy,the film industry has become a new pillar industry in the world economy and an indispensable part of the cultural industry.In recent years,the world film industry is still developing rapidly,and China has now become the world's second-largest box office market after North America.However,as a commodity with both cultural attributes and economic attributes,its unique characteristics such as experiential consumption,short product cycle,and rapid change in demand make the investment in the film industry highly risky.Under this circumstance,more detailed analysis of factors and accurate predictions of the box office are of great significance for marketing management,investment and risk assessment.At the same time,with the development of the Internet,people's access to information and understanding of social dynamics have undergone tremendous changes.The Internet has become one of the main factors affecting people's lives and consumption,such as awareness,information acquisition,and attitudes and purchasing behavior.People are increasingly relying on online information to assist them in making purchasing decisions.The profound impact of online behavior on future consumption is receiving increasing attention.Existing researches have demonstrated the effectiveness of web search data and social media data for box office predictions.However,most of these researches only confirmed that the online search volume related to the movie name and the text content on social media has a significant influence on the box office.There is a lack of detailed impact analysis.Based on the results of the existing researches,this paper divides consumer network behavior into network search behavior and network social behavior.For these two main network behavior scenarios,this paper constructs a multivariate regression model including factors such as the number of screens,release time,genre,competition,technical effects,premiere box office,and network behavior data based on the related data of 593 movies released in mainland China.We explore the relationship between the consumer's network behavior before the movie's release and the premiere box office from the perspective of timeliness,heterogeneity and multi-source of network behavior.Explore the law from the results and make feasible suggestions for box office prediction and film marketing.The results of empirical research show that:(1)The hot of movie name in Web search and on social media within 3 weeks prior to the release of the film has a significant positive impact on its premiere box office.The hot of the starring in Web search in the first three to eight weeks before the film's release has a significant positive impact on the premiere box office,and the hot of the starring on social media in all eight weeks before the release affects the premiere box office positively and significantly.(2)The attention paid to the movie starring in the two network behaviors by consumers has different effects on the premiere box office.The effects of the hot of the starring in Web search and that of movie name in Web search on the premiere box office present a continuation relationship.While the effect of the hot of the starring on social media on the premiere box office weakens that of the hot of movie name on social media so that the former is more significant and persistent.(3)Terminals(mobile terminals and PC terminals)where consumers' network behavior occurs play different roles in the impact of the network search activity and the network social activity on the premiere box office.The hot in the Web search generated by the mobile terminals affects the premiere box office more strongly and persistently than that by the PC terminals.However,there is no significant difference between the impacts of the hot on social media generated by mobile terminals and PC terminals on the premiere box office.