网络口碑对国产与进口动画电影票房的影响:以2009-2018年为例

Research on the influence of online word-of-mouth on box office of domestic and imported animated films:A case study of 2009-2018

本文选择2009-2018年在中国大陆上映的305部动画电影为研究样本,实证检验网络口碑对国产与进口动画电影票房的影响。研究结果显示,网络口碑数量对国产与进口动画电影票房均有显著正向影响,而网络口碑效价仅能提高进口动画电影票房。动画电影首周上映之后,网络口碑数量对国产动画电影后续票房的正向作用更大,网络口碑效价则对进口动画电影后续票房的正向影响更强。此外,首周票房对国产与进口动画电影票房有显著正向影响,说明首周票房可成为预测动画电影票房的重要指标。然而续集仅对国产动画电影票房有显著正向影响,续集或可成为国产动画电影高票房的保障。

Taking 305 animated films released on China's Mainland from 2009 to 2018 as a research sample,this study empirically analyzes the impact of online word-of-mouth on box office of domestic and imported animated films.The results show that the volume of online wordof-mouth has a significant positive effect on the box office of both domestic and imported animated films,while the valence of online word-of-mouth can only improve the box office of imported animated films.After the first week's release of animated films,the volume of online word-of-mouth has a greater positive effect on box office of domestic animated films,while the valence of online word-of-mouth has a stronger positive effect on box office of imported animated films.In addition,since the first week box office has a significant positive impact on the box office of domestic and imported animated films,it has become an important indicator to predict the box office of animated films.However,sequel only has significant positive impact on the box office of domestic animated films,it could be the guarantee of high box office of domestic animation films.