專業影評之發行商偏誤及影評方向對消費者影評接受度之影響：以消費者－發行商認同為干擾因素

Impact of Professional Critics' Distributor Bias and Critic Valence on Consumers' Acceptance of their Reviews: Moderating Effect of Consumer-Distributor Identification

王仕茹(Shih-Ju Wang) ； 陳明輝(Ming-Huei Chen)

《臺大管理論叢》 預刊文章 Pp. 1-29

摘要

本研究以歸因理論觀點出發，探討專業影評方向與發行商偏誤如何影響消費者的影評接受度，並以「消費者—發行商認同」為干擾因素。本研究採行2(有／無發行商偏誤)×2(正面／負面影評)×2(高／低發行商認同)受試者間實驗，變異數分析結果顯示，雖然正面影評的接受度高於負面影評，但影評人發行商偏誤和低發行商認同兩者皆會消弭正負面影評接受度的差異，高發行商認同則會擴大兩者間的差異。此外，當影評人出現發行商偏誤時，高發行商認同的消費者仍較為接受正面影評而非負面影評，但是低發行商認同的消費者則正好相反。本研究的發現豐富了有關專業影評影響力的研究領域，並為電影行銷人員未來策略性管理電影評價提供了具備理論基礎的建議。

關鍵字

發行商偏誤 ； 影評方向 ； 消費者－發行商認同

並列摘要

Based on the attribution theory, this study explores the impact of distributor bias given different critic valence on consumers' acceptance of critics' reviews. The authors also incorporate ”consumer-distributor identification” as an important moderator since consumers' reaction toward a critic's distributor bias will depend on their prior attitude toward the distributor. An experimental study was conducted where a critic's distributor bias and critic valence were manipulated and consumer-distributor identification was matched in a between-subject factorial design. The results suggest that consumers' acceptance of positive critics are higher than negative ones, but critics with distributor bias and low consumer-distributor identification will both diminish the differences, while high consumer-distributor identification will inflate them. In addition, when exposed to critics with distributor bias, positive critics are more influential than negative ones for consumers with high consumer-distributor identification, however, negative critics are more influential than positive ones for consumers with low consumer-distributor identification. Our findings enrich the current research streams regarding the impact of professional critics and deepen their theoretical foundations, with important managerial and marketing implications for movie marketers who need favorable consumers' movie evaluations.

並列關鍵字

distributor bias ； critic valence ； consumer-distributor identification

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