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The Impact of E-WOM Communication on the Purchase Decisions of Audiences: Giving Animation an Unique Charm

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DOI: 10.38007/Proceedings.0001208

Author(s)

Jing Wang and Dandan Wu

Corresponding Author

Jing Wang

Abstract

With the rapid development of the film industry, animated film has become not only a form of entertainment, but also a mission to convey national culture. Chinese films have long faced cross-cultural struggle to attract international interest. The big data era is changing the way consumers communicate by offering a common space in which to share reviews. Word-of-mouth marketing (WOMM) has been acknowledged as the ultimate driver for a success of films, and few studies have examined in detail the focus attributes of electronic word-of-mouth (E-WOM) towards audiences’ purchase decision. The current research aims to exam the impact of E-WOM communication of Chinese national-cultural animated film on the audience's purchase decision. The research shows 4 factors of E-WOM have impacts on the purchase decisions of audiences: (1) seeking initiative; (2) relationship intensity; (3) receiver’s expertise; and (4) communicator’s expertise. The result also reveals that higher expertise the audience has, the more dependent consumers will be on the E-WOM information. Additionally, if the audience is a Key opinion leader (KOL), then it has greater influence on consumers than non-KOL.

Keywords

Electronic word-of-mouth (E-WOM); National-cultural animated film; Purchase decision; Audience