Research On The Influence Of Internet Word-of-mouth On The Box Office Of Domestic Animated Films

In the Internet era,cyberspace has become the second largest gathering place for people after the real society.In recent years,with the rise and popularity of mobile network and social media,Internet users have been given a greater say and freedom.Online word of mouth can affect thousands of Internet users,and its power cannot be underestimated.At present,domestic animation films are in a critical period of development and transformation.Some representative works have won a good reputation for their excellent film quality and achieved a huge box office,which has become a milestone in the history of domestic animation films.At present,scholars have summarized various reasons for the success of domestic animation films,in order to find out the rules and provide references for the development of the animation film industry.Most of the existing researches focus on the national character,aesthetic feature,narrative feature and development strategy of domestic animation films,but the researches on Internet word-of-mouth are not in-depth enough.Firstly,by analyzing the current situation of domestic animation films,it shows the importance of audience demand in the creation of animation films,so as to explore the relationship between online word-of-mouth content and domestic animation films,help film producers master the law of word-of-mouth of consumers,and help the healthy development of China's film and television animation industry.Secondly,the domestic research on animation film is mainly qualitative,lack of empirical research.Therefore,this paper uses a quantitative method to verify the influence of online word-of-mouth on the box office of domestic animation films.This paper grabs the relevant data of the top 40 animation films released from 2014 to 2019 and analyzes them.In this paper,the number of online word-of-mouth,online word-of-mouth information,online word-of-mouth potency three dimensions,extracted 10 independent variables,respectively,to explore its impact on the box office of animation films.In the aspect of sample selection,taking the online word-of-mouth data of "Douban film" as the research object,using statistical software spss25.0,through correlation analysis and regression analysis,the key factors affecting the box office of domestic animation films are found out.Thirdly,through data statistics and analysis,it is found that in "Douban film",the number of word-of-mouth publishers,online comments,and word-of-mouth praise have a positive impact on the box office revenue of domestic animation films;the number of fans of online word-of-mouth publishers,the length of online word-of-mouth information and the interest of Online word-of-mouth information also have a positive impact on the box office of domestic animation films;film score,positive network Online word-of-mouth also has a significant positive impact on the box office of animation films;negative online word-of-mouth has a significant negative impact on the box office of domestic animation films;while neutral online word-of-mouth has no significant impact on the box office revenue of domestic animation films.Finally,according to the conclusion of the study,some suggestions are put forward.Film quality is the premise of online word-of-mouth marketing.The basic requirement of online word-of-mouth marketing is to correct the attitude of film creation and deeply cultivate the needs of audience;The number of online word-of-mouth reflects the audience's awareness.Combining with various kinds of word-of-mouth platforms,the topic is created,and the audience's spontaneous word-of-mouth is used to participate in activities,so as to maintain the hot topic discussion and the activity of word-of-mouth;Online word-of-mouth information is the supplement of other communication methods,providing sufficient word-of-mouth materials for the audience,and creating high-quality word-of-mouth content through the leading role of opinion leaders;We should take the evaluation of online word-of-mouth as the focus of persuading audiences to watch movies,establish a positive mechanism of word-of-mouth communication and tracking,and actively face the negative word-of-mouth.