網路口碑對電影票房之影響—以台灣上映電影為例

近年來因電影票房連年成長，卻不是每部電影都讓觀眾買單，本研究欲了解在台上映之電影因何特性使得電影票房有所落差，再加上台灣國家電影中心於2017起改為每周公告一次電影票房與相關資訊，相較於以往更為公開且透明，以及過去研究影響在台電影因素皆於2017年之前，綜合上述考量，本研究選擇2018年每月電影票房前十名作為研究資料，資料來源有二，其一為從台灣國家電影中心的每周公告之電影相關資訊與電影票房，其二為從知名IMDb與爛番茄電影網站蒐集口碑中的口碑數量與口碑評等。　　從諸多資料來源中歸納出網路口碑、電影上映特性以及電影製作特性等三大類因素，並透過皮爾森相關分析與迴歸分析得出哪些因素會影響在台上映電影的票房表現，研究結果顯示口碑因素中的口碑評等顯著影響電影票房、電影上映特性中的同期上映電影數與播映電影院數皆顯著影響電影票房、以及電影製作特性中的動作片類型與奇幻片類型顯著影響電影票房，由此得出觀眾對於電影的偏好和考量因素，可望提供給電影產業參考的依據。

關鍵字

網路口碑；電影上映特性；電影製作特性

並列摘要

In recent years, the box office has been growing year by year, but not every movie can attract audience to pay. This study wants to understand the characteristics of the films released on stage and the box office of the movie has dropped. In addition, the TFI has changed to announcement of the movie box office and information once a week is more open and transparent than in the past, and the factors that have influenced the film in Taiwan in the past have been studied before 2017. Based on the above considerations, this study selected the top 10 monthly movie box offices in 2018 as research materials, there are two sources of information, one is the weekly announcement of the movie-related information and movie box office from the TFI, and the other is the number of word-of-mouth and word-of-mouth reviews collected from well-known IMDb and Rotten Tomatoes movie websites. 　　Three major factors including Internet word of mouth, film release characteristics and film production characteristics are summarized from many sources. According to the results of Pearson correlation analysis and regression analysis, some factors have effects on the box office of films in Taiwan market. Factors such as word-of-mouth reviews significantly positively affect the movie box office, the number of movies in the same period and the number of theaters in the movie release feature both significantly affect the movie box office, and the types of action films and fantasy films in the movie production characteristics significantly affect the movie box office. It is concluded that the audience's preferences and considerations for movies are expected to provide a basis for the movie industry to reference.