【摘要】 基于2020年9月—2022年1月在中国上映的325部电影的每日票房和评分数据，从竞争视角分析网络口碑对电影票房的影响，并采用固定效应模型进行实证检验。研究表明：网络口碑对票房显著正向影响，地区、节假日对电影票房有显著正向影响，而续集、档期、演员对电影票房有显著负向影响；在不同的竞争水平下，网络口碑对电影票房仍具有显著正向影响，竞争程度对网络口碑与电影票房之间存在负向调节；对于中国制片电影、非续集电影、非热门档期的电影来说，网络口碑对电影票房的影响会更强烈，市场竞争的调节作用也会更强烈。建议将口碑平台置于一定的监管之下；电影制作和发行方要注重网络口碑营销，避免和评分高的电影选择相同的档期。更多还原

【Abstract】 From a competitive perspective using the fixed effect model, this paper conducted an empirical study of the impact of online word-of-mouth on box office based on the daily box office sales and scores of 325films released in China from September 2020 to January 2022.The results show the following findings: online word-of-mouth has a significant positive impact on box office, regions and holidays have a significant positive impact on the box office of the film,while sequels, schedules, and actors have a significant negative impact;online word-of-mouth still has a significant positive impact on box office with different levels of competition,and the degree of competition has a negative adjusting effect between online word-of-mouth and film box office;online word-of-mouth has greater impact on box office and stronger moderating effect on market to films from China, non-sequel films and non-popular films. Accordingly, it is proposed that the online scoring platform should be exposed to certain supervision; film producers and distributors should know well the impact of online word-of-mouth marketing to avoid scheduling your film with high-scored competitors.更多还原