Research on the Influence of eWOM on Consumers' Willingness to Watch

Abstract

As a form of electronic word of mouth (eWOM), online commentary has become one of the important sources of information for consumers. In terms of the film industry, film critics can influence the choice of consumers. On the basis of predecessors' research, this paper establishes the evaluation model of viewing intention based on eWOM and validates it based on 25641 film critics. The results show that: eWOM content quality, the number of movie network scores, the longer the film will have a positive impact on the consumer's intention to watch; and "the comments on my useful" number of the number of participants, the number of comments did not significantly affect.