Research On The Effects Of Online Reviews Dynamics On Box Office Revenue

In recent years,China has issued a series of policy measures to expand domestic demand.Film culture industry consumption as an important part of social culture consumption has received policy dividends,and with the acceleration of the construction of the city's cultural industry and the expansion of the financing channels for the film industry,the rapid development of the film industry will definitely create more considerable economic benefits.In this context,research related to film box office factors has aroused widespread attention from scholars.Online reviews are an important part of online word of mouth(WOM),and it is also one of the important factors which affecting the box office.Merchants can adjust their marketing strategies based on the characteristics of reviews in order to obtain higher economic benefits.However,in the current research,most of them are based on the box office or cumulative total box office in the first week,and there is not enough discussion on whether the different time intervals of online reviews in the movie release cycle have an impact on the box office.When scholars explore the impact of online review characteristics on box office,there is still controversial whether the impact of review valence on movie reviews;Although many scholars have studied the impact of online reviews on sales,the research on the impact of brand strength on sales is still scarce.In order to study the impact mechanism of movie box office furthermore,the article has based on the Chinese film market,taking 96 movies released in 2018 as a research sample.We have collected 6,430,257 online reviews from the Maoyan movie web site.this study explores the impacts of the number of online words of mouth,controversial ratings,and review heterogeneity.We introduced brand strength as a moderator based on the dual-process theory.We empirical analysis the hypotheses using multiple linear regression.Research indicates that:First of all,review volume and review valence has positive significant impact on box-office,the higher the review volume of a movie,the higher the corresponding movie box-office;and the higher the review valence of a movie,the higher the corresponding movie box-office,the impact will last about the first four weeks after the movie release,On the other hand,review heterogeneity has negative significant impact on box-office,and the higher the review heterogeneity of a movie,the lower the corresponding movie box-office.This effect is significant in the Early release;When the brand strength of the movie is high,it will increase the positive impact of the number of reviews and the value of reviews on the box office,and it will also weaken the negative impact of review heterogeneity on the box office.In the late stage of the film's release,brand strength has no significant adjustment between the number and value of reviews and the box office.At last,based on the result of the research,we also have some marketing suggestions for E-business and the third-party platforms on marketing strategy of using online review in different period of product selling,and then point out the limitations and deficiencies of this study.