全球電影明星關注度及魅力驅動因素之研究

電影明星之於電影產業之發展及興衰至關重要，有鑑於過往研究多探討明星魅力對電影上映後票房收益之影響，卻鮮少對電影明星關注度及其魅力的形塑成因進行探究。因此，本研究透過計量模型建構，以2016至2020年於美國上映的732部電影中1148位男女主角為研究對象，分別採IMDb網站明星STARmeter搜尋量及明星個人IG社群追蹤人數衡量明星關注度與魅力，進行電影上映期間影響電影明星關注度及魅力短期及中期變動驅動因素之實證分析。實證結果發現，在控制了上映年度及同年度其他上映電影票房收入產生的影響後，電影上映期間明星關注度的變化主要受到電影異常票房收入、明星性別及年齡的影響。本研究進一步探究此效果於不同上映期間的影響，發現於電影上映首月，明星關注度會隨著電影首周非預期票房收入上升或具有非預期正票房收入而增加；但三個月後，明星關注度則隨著首月電影非預期票房收入的上升而增加；此結果顯示非預期的票房收入對明星關注度正向的影響存有延遲效果。此外，女性與年輕的明星，相較於男性與年長的明星，隨著電影的上映，其明星關注度顯著上升。而於明星魅力短中期變化部分，本研究發現與明星本身的曝光度呈現顯著非線性U型關係，即初期明星曝光率增加，會顯著降低其明星魅力，但隨著曝光度愈多時，其明星魅力將會顯著提升。於管理政策意涵層面，本研究認為電影票房與電影明星之間應存在動態互相幫襯的關係，於電影上映期間，藉由非預期票房收入及明星曝光度的強化，提升電影明星關注度與魅力，進而再創後續更高的電影票房，藉此促進一國電影產業之發展。

關鍵字

明星關注度；明星魅力；電影產業

並列摘要

The development of movie industry is heavily influenced by movie stars. Previous most studies have focused on the box office revenues generated by star power, however, there is little research examines the reasons for movie star attention and charm. This study develop a comprehensive framework for the short and middle term drivers of the change in movie star attention (STARmeter search ranking on IMDb) and charm (the number of IG followers) by using 732 film released in U.S. and 1148 film stars from 2016 to 2020. This empirical results show that after controlling for the year effect and the impact of the box office revenue of other movies released in the same year, the change in movie star attention during the film’s release period are mainly driven by the film’s abnormal box office revenues, the star’s gender and age. I further empirically investigate how the drivers influence the star attention and charm in different time periods of the movie’s theatrical running. In the first month after the movie is released, the star attention will increase with the unexpected increase in the box office revenues or unexpected positive box office revenues during the opening week. But after three months, the star attention will increase with the unexpected increase in the box office revenues during the first month. This result shows that unexpected box office revenue has a time delay effect on the positive impact of star attention. In addition, female and young stars, compared with male and older stars, significantly increase their star attention after releasing of movies. With respect to star charm factors, the findings indicate a U-shaped effect from the frequency of star appearances on the star charm. On a managerial and policy implications, this study provides insights that there should be a dynamic and interactive relationship between movie box office revenue and movie stars. This results suggest that improve the star attention and charm by enhancing the unexpected box office revenue and appearance of stars during the theatrical running period, and the subsequent higher movie box office will be created, thereby promoting the development of a country’s film industry.