網路電影評論對電影觀賞意圖之研究

Abstract

自古至今，口碑為人們傳遞訊息、蒐集資訊及交換意見的重要方式之一，隨著科技的發展，社會大眾在選擇或購買商品及服務時，網路口碑便逐漸成為其中一項參考來源，尤其當產品為難以衡量的虛擬商品如電影時，人們希望透過他人的評論來判斷此商品是否符合他們的期待。另外，網路口碑可分成許多不同層面去探討，本研究主要針對網路口碑來源（不認識的人、認識的人）以及口碑內容架構（具體、抽象）做2X2的組間設計來觀察何種形式的電影評論會最有效地影響消費者的觀賞意圖，利用網路問卷調查，透過SPSS 22之信度分析、獨立樣本Ｔ檢定、及迴歸分析等進行資料的分析及假說檢定。

研究結果顯示，對消費者觀看電影意圖最有效的電影評論組合為認識的人所說的具體評論，此外，電影主角的演技以及消費者對各電影類別的喜愛也對消費者本身觀賞電影的意圖有著正面的影響力。

Since a long time age, word-of-mouth has always been an important way for people to exchange opinions and information. With the rising of the internet, electronic word-of-mouth(eWOM) shows up and gradually replaces traditional wordof-mouth. People tend to search for others’ experiences and sharing online in order to help them make purchase decisions or at least have a better idea of what they are intended to buy, especially for virtual products or services. Therefore, in this study, we would like to know more about the influence of eWOM to people’s intention of watching movies. Here, we discuss two dimensions of the movie review, which are the source(stranger or acquaintance) and the content feature(concrete or abstract). To do the study, we used a 2 X 2 between-subject design and gave out internet questionnaires to the mass population who are 18 to 50 years old in Taiwan. By using statistical analysis software SPSS 22, we conducted Reliability Analysis, Descriptive Analysis, Independent-Sample T Test and Regression Analysis with a valid sample size of 313. Our research results support our hypothesis that if the source is from an acquaintance and the content feature is concrete, people will have the most intention to watch the movie. In addition, acting abilities of the cast and people’s preference of movie genre will also stronger the positive influence on it.