Box office performance: Influence of online word-of-mouth on consumers’ motivations to watch movies

Kuo-Ting Yu1, Hsi-Peng Lu2, Chih-Yu Chin3, Yu-Shiuan Jhou2
1Graduate Institute of Management, National Taiwan University of Science and Technology, Taiwan
2Department of Information Management, National Taiwan University of Science and Technology, Taiwan
3Department of Information Management, Chung Yuan Christian University, Taiwan
Cite this article:  Yu, K.-T., Lu, H.-P., Chin, C.-Y., & Jhou, Y.-S. (2019). Box office performance: Influence of online word-of-mouth on consumers’ motivations to watch movies. Social Behavior and Personality: An international journal, 47(10), e8162.

Volume 47 Issue 10 | e8162 | Published: October 2019 | DOI: https://doi.org/10.2224/sbp.8162

Abstract
Full Text
References
Tables and Figures
Acknowledgements
Author Contact

Content created by the movie industry is high-risk, as production costs and marketing budgets are massive but box office results can be volatile. We examined the effect of online word-of-mouth on consumers’ motivation and intention to watch movies. The proposed model was tested in a survey with 337 consumers using a structural equation modeling approach. The results showed that movie reviews by professional movie media writers had a substantial positive impact on consumers’ intrinsic motivation for presenting themselves, via transmitting their values and expressing personal favor by watching movies. Popular media also had a positive influence on the intrinsic motivation of perceived enjoyment, and social media had the broadest influence on consumers’ intrinsic motivation. Thus, movie makers and marketers should focus on the critical platform of online word-of-mouth to enhance consumers’ motivation to watch movies.

Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.