Factors related to online movie comments’ trust and watching movie intention

• Main Authors: San-san Lim, 林姍姍
• Other Authors: 林孟彥
• Format: Others
• Language: en_US
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/6m7yb4

碩士 === 國立臺灣科技大學 === 企業管理系 === 94 === Despite the widespread popularity of online opinion forums among consumers, the business value that such systems bring to organizations has, so far, remained an unanswered question. This thesis explores factors related to online movie comments’ trust and watching movie intention. The researcher starts with the summaries of previous literatures and reviews the antecedents of research in trust and behavioral intention. In this study, the researcher intends to provide a theoretical framework of factors related to online movie comment trust and watching movie intention. A questionnaire was the data-collection method for the research. The data was collected from 305 participants. The participants were mostly students from National Taiwan University of Science and Technology. A quantitative research approach was adopted, and linear regression and Chi-square methods were used to process and examine the effect of the variables mentioned in the research. In terms of relative contributions, the researcher found some variables directly influence a moviegoer’s trust towards online movie comments and watching movie intention. Such findings are useful for movie entrepreneurs when they set up a website as one of their promotion tools.