Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2021.1931910
How electronic word of mouth dynamically influences product sales and supplies: an evidence from China film industry
Jia Chen
Xingtong Chen
Xiangrui Chao
Haomin Wang
Sažetak
As an important part of e-commerce, online reviews play a significant role in consumers’ purchase decisions. This study investigated the dynamic effects of electronic word of mouth (eWOM)
and the number of people wishing to watch a movie on movie
sales and supplies in the Chinese movie market. Using a dynamic
simultaneous equation system and data of 76 films, this study
analyzed the interrelationships between eWOM and movie sales
and supplies. Our findings showed that both the volume and
valence of eWOM affected movie sales and supplies significantly.
The number of people who wanted to watch a movie had an
opposite effect on movie sales and supply; eWOM volume had a
positive impact on movie sales and supplies; and eWOM valence
had a negative impact on movie sales and a positive impact on
movie supplies. The number of people who wish to watch a
movie was another important variable for movie sales and supplies, and it had a negative impact on the daily movie sales but a
positive impact on the daily movie supplies. This study provided
a detailed explanation of these results and thus contributed to
improving the efficiency of movie suppliers’ utilization of
online reviews.
Ključne riječi
Digital economy; electronic word of mouth (eWOM); dynamic influence; user rating
Hrčak ID:
301851
URI
Datum izdavanja:
31.3.2023.
Posjeta: 245 *