| Summary: | 碩士 === 國立清華大學 === 經濟學系 === 98 === A nature of good is called an experience good if consumers have to experience the product, then evaluate the product; therefore, consumers have incomplete information during the process of transaction. Consequently, the dispersion of information have affected the result of transaction. This paper distinguishes the source of information into three categories by the nature of information. These categories are distributors, critics and information dispersion. We put our emphasis on information dispersion since information dispersion involves information communication voluntarily among consumers who experienced the products and services. With the advancement of network information, the broad scope of network improves the frequency of communication and makes the information which has been conveyed more objective and integrated. In addition, the increasing frequency of communication “produces” various informations to influence consumers who have not experienced the products and services. These are key factors in reducing information cast.
The data includes 240 motion pictures that were released in 27 theaters of Taipei in 2009. We apply the short consumer reviews from the Yahoo! Movies Web site as a proxy for information dispersion. The result shows that information dispersion, movie stars, and sequels have significantly positive effects on box office revenue after the opening week. Besides, we discover that these sources of information are not perfect substitutes for each other.
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