The impact of online movie word-of-mouth on consumer choice
作者: Ya-Ling ChiuKu-Hsieh ChenJying-Nan WangYuan-Teng Hsu
作者单位: 1College of International Business, Zhejiang Yuexiu University of Foreign Languages , Shaoxing, China
2Research Institute for Modern Economics and Management, Zhejiang Yuexiu University of Foreign Languages , Shaoxing, China
3Department of Applied Economics and Management, National Ilan University , Yilan, Taiwan
4College of International Finance and Trade, Zhejiang Yuexiu University of Foreign Languages , Shaoxing, China
5Research Center of Finance, Shanghai Business School, Shanghai, China
刊名: International Marketing Review, 2019, Vol.36 (6), pp.996-1025
来源数据库: Emerald Journal
DOI: 10.1108/IMR-06-2018-0190
关键词: Consumer behaviourCross-cultural studiesElectronic word-of-mouthEWOMMovie consumption
原始语种摘要: Electronic word-of-mouth (eWOM) is very important for consumer decision making; previous international product diffusion studies have investigated eWOM and cultural factors that influence consumers’ acceptance of new products, but they have not adequately compared the differences in these factors between the USA and China. Therefore, the purpose of this paper is to compare the impact of eWOM on consumer choices in China and the USA. The authors addressed the following questions: What are the cross-cultural differences in consumers’ eWOM behavior between the USA and China: Which genres of Hollywood movies have better cross-culture predictability in terms of box office performance; and What factors affect the success of Hollywood movies in entering the Chinese market?;;Real eWOM data were...
全文获取路径: Emerald  (合作)

  • market 市场
  • consumer 消费者
  • variance 离散
  • choice 选择
  • impact 冲击碰撞
  • cultural 文化的
  • promotional 促进
  • China 中国
  • consumption 消耗
  • discount 折扣