CAJ | 학술논문

国产电影市场上，高票房低口碑的现象引起了研究者的反思。在格瓦拉生活网上选取了55部国产电影作为样本，通过实证分析探索网络口碑影响电影票房的内在机制。研究结果表明：网络口碑数量、首周票房对电影总票房存在显著地正向影响；网络口碑效价对电影总票房存在显著的负向影响，对网络口碑数量的影响不显著；首周票房对网络口碑的数量存在显著的正向影响。在此基础上，认为中国电影“高票房低口碑”的根本原因在于追求视觉效果，而忽视了影片内容的锻造，影片文化内涵缺失。
국산전영시장상，고표방저구비적현상인기료연구자적반사。재격와랍생활망상선취료55부국산전영작위양본，통과실증분석탐색망락구비영향전영표방적내재궤제。연구결과표명：망락구비수량、수주표방대전영총표방존재현저지정향영향；망락구비효개대전영총표방존재현저적부향영향，대망락구비수량적영향불현저；수주표방대망락구비적수량존재현저적정향영향。재차기출상，인위중국전영“고표방저구비”적근본원인재우추구시각효과，이홀시료영편내용적단조，영편문화내함결실。
In the Chinese movie industry, it seems that the more negatively the WOM is the higher box office it achieves. This phenomenon has got researchers＇ attention. This article uses 55 Chinese movies＇ online WOM information to examine how WOM affects box office revenue. The WOM data were collected from Gewara web site. The empirical analysis indicates that： the volume of WOM and the opening week box office have positive influence on box office; the valence of WOM has negative influence on box office and has no influence on its volume; the opening week box office has positive influence on the volume of WOM. On the basis of which, the paper thinks that the causes of “high box of- rice and low WOM” lies in the lack of cultural connotations. Sometime Chinese movies pay much attention to visual ef- fects, but neglect video content.