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Impact of online information on the diffusion of movies: Focusing on cultural differences

机译：在线信息对电影传播的影响：专注于文化差异

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To ensure a movie's success, managers must understand why consumers buy tickets. Some are induced by trailers or movie posters while others are triggered by their friends' recommendations. Using Bass's (1969) terms, we may classify the former as innovators, who are influenced by external factors including advertisements and media reports, and the latter as imitators, who are affected by internal factors such as word-of-mouth. Regardless of their motivation, in the digital era, consumers easily obtain movie-related information through websites or social networking services. Therefore, marketers should focus on how online information influences product diffusion. Additionally, each country's unique cultural background results in different consumer behavior. The current study applies the Bass diffusion model to explore key differences in the diffusion patterns of movies between culturally distinctive markets. Further, this study aims to identify the factors that result in innovation and imitation effects in the markets.
机译：为了确保电影的成功，管理人员必须了解消费者购买门票。有些人被拖车或电影海报引起，而其他人则由他们的朋友的建议引发。使用BASS（1969）条款，我们可以将前者分类为创新者，他们受到包括广告和媒体报道的外部因素的影响，以及后者被视为模拟人员，受到口碑之类的内部因素的影响。无论他们的动机，在数字时代，消费者通过网站或社交网络服务轻松获得电影相关信息。因此，营销人员应该专注于在线信息如何影响产品扩散。此外，每个国家的独特文化背景都导致不同的消费者行为。目前的研究适用于低音扩散模型，探讨文化独特市场之间的电影的扩散模式的关键差异。此外，本研究旨在确定导致市场中创新和仿制效果的因素。

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