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The effect of movie reviews on moviegoers’ intention to see a movie in the cinema

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(1)

The effect of movie reviews on moviegoers’

intention to see a movie in the cinema

Research on the importance of online consumer reviews on the success of a movie depending on

moviegoers’ involvement with movies and their susceptibility to interpersonal influence

Miguel Hernandez Alonso

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Agenda

Statement of the problem

Objective of the research

(3)

Statement of the problem

- What movie do I want to see?

- Surrounded by recommendations

- Entertainment industry

(4)

Objective of the research

(5)

Difference with previous studies

Three (3) levels of review valence

- Positive

- Neutral

- Negative

Incorporation of consumer behaviors

- Involvement with movies

(6)
(7)

Conceptual Framework

H2a: Regardless of the type of sender, the more positive the valence of the review, the greater the moviegoers’ intention to see a movie

(8)

Conceptual Framework

(9)

Conceptual Framework

(10)

Conceptual Framework

(11)

Conceptual Framework

(12)

Methodology

Research design: 2 x 3 factorial design

Six (6) possible scenarios

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Results Analysis

First impression of the outcomes

(14)
(15)

Type of OCR sender

(16)

Type of OCR sender

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Conclusions

Moviegoers rely on the negative reviews of professionals

but not on the positive ones

Involvement

with

movies

positively

influences

moviegoers’ intention to see a movie

Moviegoers who are highly involved with movies pay less

attention to professional reviewers

(18)

Recommendations

Select positioning of positive and neutral reviews in

media to mask the negative ones

Specifically in sites that are frequented by low

involvement with movies potential spectators like

general mass media

(19)

Referenties

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