- 學位論文
從社會網絡結構探討線上影視社群的口碑傳播——路徑分析及語意網絡之混合研究
Understanding the Electronic Word-of-Mouth Behavior in an Online Movie Community from a Social Network Perspective: A Mixed Methods Study
摘要
以消費者口碑預測電影票房收入一直是相關研究的熱門主題，過往研究多著重在蒐集消費者行為資料後開發預測模型，或從個人特質探討影響口碑傳播的原因，因此本研究透過社會網絡分析中包括社會結構網絡位置、線上線下關係強度、討論網絡多元性、感知同質性與感知社會風險的角度切入，以臺灣最大電影討論線上社群批踢踢為研究目標，研究取徑分為兩部分：第一，透過批踢踢電影版使用者的問卷資料蒐集與分析，了解在控制個人特質的影響之下，個人的社會網絡結構如何預測電影線上口碑傳播的進行。第二，於批踢踢電影版上針對2018年票房最高的外片《復仇者聯盟3：無限之戰》與國片《比悲傷更悲傷的故事》的討論進行語意網絡分析，藉此了解兩部電影口碑擴散的內容與演變趨勢。研究發現在控制個人特質的變項之後，使用者的線上與線下關係強度與線上口碑傳播有正向關係，然而線下的關係強度對線上口碑的影響又更勝於線上關係強度，且感知同質性、感知社會風險皆與線上口碑傳播有正相關。然而線上口碑傳播與影視購買意圖的關聯性不高，僅發現意見尋求與串流平台消費有關係。另在語意網絡分析結果中發現有關外片與國片的線上口碑呈現差異，外片的線上口碑重於劇情面的延伸討論，且發酵時間點比國片再更早，反應於口碑議題內容與擴散時間點的不同。
並列摘要
The prediction of movie box office based on electronic word-of-mouth (eWOM) has always been a popular topic in marketing research. Previous studies mainly focus on creating accurate algorithmic by consumer behavior date, or reveal how personal factors affect eWOM communication. However, there is a lack of precise prediction models. This study combines path analysis and semantic network analysis methods from a social network perspective including network structure, online and offline tie strength, discussion network diversity, perceived homophily and perceived social risk. By using the largest online movie community in Taiwan—批踢踢 movie board, as the research site, the study consists of two parts, the first of which is an online survey with the board users, with the aim of identifying the structural factors that predict eWOM. The second part of the study is the collection and analysis of the behavioral data from the board discussion on the foreign film《Avengers: Infinity War》and the local film《More Than Blue》to examine whether and how the temporal patterns of eWOM related to these two films exhibit similarities and/or differences. The results of the survey data showed that after controlling for personal attitudes, users’ online and offline tie strengths are positively related to eWOM; offline tie strength has a more significant effect on eWOM than online tie strength; perceived homophily and perceived social risk are positively related to eWOM. However, the correlation between eWOM and movie and purchase intention of streaming platform services is not high; only opinion seeking is related to purchase intention of streaming platform services.. The data from the semantic network analysis of the online discussion further revealed the differences in terms of the eWOM topics and temporal patterns between the foreign and the local films. The topics of the foreign film mainly focus on the extended discussion of plot, and the spreading time of patterns is earlier than that of the local film, which reflects the difference between the content of eWOM and the diffusion time.
參考文獻
延伸閱讀
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