碩士 / 靜宜大學 / 國際企業學系研究所 / 97 / Since the movie Cape No.7 released in August last year, it spent only 115 days to become the second place in Taipei movie history. It not only defeated the Hollywood movie--Dark Knight and Mummy3, but also became the champion between all Taiwan movies. Why did Cape No.7 have so magic box office revenue？According to many literatures, movies were affected easily by word of mouth. Nevertheless, studios didn’t know how to make use of the power of word of mouth effectively even they realized its impact. The recent research adopted questionnaire survey to investigate the relationship among satisfaction, repurchase intention and word of mouth. We also examine the relationship between Cape No.7 box officer revenue and word of mouth. We demonstrated that word of mouth for movie Cape No.7 offered significant explanatory power for box office revenue.
The main findings of this research were as follows:
1. The satisfaction of movie would affect the propagation of movie word of mouth.
2. The satisfaction of movie would affect positively the repurchase intention.
3. The subjective knowledge and Big Five would moderate the impact of the satisfaction and repurchase intention.
4. The amounts of movie word of mouth offered significant explanatory power for box office revenue.
Keywords：Satisfaction, Movie WOM, Repurchase Intention, Subjective Knowledge, Big Five
| Identifer | oai:union.ndltd.org:TW/097PU005320008 |
| Date | January 2009 |
| Creators | Ya-Chun Yang, 楊雅君 |
| Contributors | Chia-Hung Teng, Heng-Hui Wu, 鄧嘉宏, 吳姮憓 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 87 |
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