在線口碑和產(chǎn)品銷售動態(tài)——對電影行業(yè)的實證調(diào)查【外文翻譯】_第1頁
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1、畢業(yè)論畢業(yè)論文外文翻文外文翻譯題目：網(wǎng)絡(luò)口碑效應(yīng)研究——基于消費者購買決策視角的探索一、外文原文標(biāo)題：Thedynamicsofonlinewdofmouthproductsales—Anempiricalinvestigationofthemovieindustry原文：IntroductionWdofmouth(WOM)hasbeenrecognizedasoneofthemostinfluentialresourcesofinfm

2、ationtransmissionsincethebeginningofhumansociety(GodesMayzlin2004Maxhamemeyer2002ReynoldsBeatty1999).HoweverconventionalinterpersonalWOMcommunicationisonlyeffectivewithinlimitedsocialcontactboundariestheinfluencediminish

3、esquicklyovertimedistance(BhatnagarGhose2004EllisonFudenberg1995).Theadvancesofinfmationtechnologytheemergenceofonlinesocialwksiteshaveprofoundlychangedthewayinfmationistransmittedhavetranscendedthetraditionallimitations

4、ofWOM(Larocheetal.2005).TheotherwisefleetingWOMtargetedtooneafewfriendshasbeentransfmedintoenduringmessagesvisibletotheentirewld.AsaresultonlineWOMplaysanincreasinglysignificantroleinconsumerpurchasedecisions.OnlineWOMpr

5、esentsbothchallengesopptunitiestoretailers.OntheonehWOMprovidesanalternativesourceofinfmationtoconsumersthusreducingretailers’abilitytoinfluencetheseconsumersthroughtraditionalmarketingadvertisingchannels.Pristudiesshowt

6、hatavarietyofaspectsofWOMinfluenceretailsales.SomefoundthatWOMdispersion(GodesMayzlin2004)valence(ChevalierMayzlin2006FmanGhoseWiesenfeld2008)havesignificanteffectsonproductsaleswhileothersfoundthatWOMvolumeservesastheke

7、ydriverofproductsales(ChenWuYoon2004Liu2006).OntheotherhonlineWOMprovidesanewvenuefretailerstoreachconsumerstouserratingsdonotdirectlyinfluenceboxofficerevenue.HowevertheyaffectboxofficerevenueindirectlythroughWOMvolume.

8、OnlineWOMinthemovieindustrytakesmanyfmsincludingonlinereviewsdiscussionboardschatroomsblogswikisothers.InthisstudywefocusononlineuserreviewsbecausestatisticssuggestthatuserreviewsaremeprevalentthanotherfmsofWOMcommunicat

9、ioninthemovieindustry.BeyondvolumeanothersubtlebutimptantdifferencebetweenonlineuserreviewsothertypesofWOMisthatuserreviewsusuallyreflectuserexperienceconsumersatisfactionwhicharemainlyviewedasasourceofproductinfmation(C

10、henXie2004LiHitt2008).MeanwhileothertypesofWOMsuchasdiscussionsinonlinecommunitysitesreflectmeaboutconsumerexpectationwhichcouldbeheavilyinfluencedbysocialstructure(Gopaletal.2006Liu2006).Therestofthepaperisganizedasfoll

11、ows.Thenextsectionprovidestheliteraturereviewfollowedbythediscussionofourconceptualframewkresearchhypotheses.Wethendescribeoursourcesofdatatheempiricalmodelestimation.Mainfindingsarepresenteddiscussednextthepaperendswith

12、adiscussionofimplicationslimitationsfutureresearch.EmpiricalmodelspecificationThedevelopmentofourempiricalmodelisguidedbythefollowingconsiderations.FirstasweareinterestedinthedriversofbothboxofficerevenueWOMweconstructas

13、ystemoftwointerdependentequations:oneequationwithdailyrevenueasthedependentvariable(therevenueequation)theotherwithWOMvolumeasthedependentvariable(theWOMequation).Weassumethatineachtimeperiod(i.e.day)theerrsinthetwoequat

14、ionsmaybecrelatedwhichimpliesthatfactsnotincludedinourmodelcouldsimultaneouslyinfluencebothmovierevenueWOM.Secondrecognizingthatinteractionsbetweenconsumers’moviegoingbehaviWOMcangobeyondtheconcurrentterm(ElberseEliashbe

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