隨著網際網路普及，網路也成為消費者傳播與收集資料的平台。網路口碑因便利性、具有保存功能與傳播更快更遠，因此成為衡量與研究口碑效果對產品銷售的重要來源。本研究利用實際網路資料的口碑研究指標:口碑數量(WOM Volume)以及口碑評價(WOM Valence)，並衡量與票房銷售間的影響。
本研究探討的樣本資料為奧斯卡提名最佳影片的電影，研究口碑特性對產品銷售的影響，並討論口碑在不同情況下的效力。過去研究顯示口碑數量能夠影響票房銷售，而口碑評等卻有不同的研究結果，本研究利用口碑數量與口碑評等相互干擾作為口碑效果，並解釋與票房銷售間的關係。以票房數量高低與預算成本高低作為基準將原始資料分成不同群體並加以討論，同時加入時間因素，分析不同群體在不同時間下的口碑效力，提供片商在執行口碑的行銷方法，針對電影定位與上映時間使用口碑行銷，達到銷售的成果。解釋與驗證過去文獻中口碑在產品銷售上的研究成果與時間影響下口碑效果的變化。
電影影評並非專業影評，而是一般消費者所分享的口碑資訊與心得，實際觀察來自IMDB( www.imdb.com )的真實資訊進行收集。

With the popularity of Internet, it is an important platform for consumers to transfer and collect Word of mouth(WOM). Because eWOM is convenient, storable and it can be spread further and faster. So it become an important source to masure effect between WOM characteristics and box office sales. This study uses actual online data to be two major WOM indicators: WOM Volume and WOM Valence to be evaluated influence with box office sales.
The sample data for this study is from Academy Awards-nominated best picture in the last ten years(2005-2014), including 74 movies. The study examine the influence between WOM characteristics and box office sales and discuss WOM effect in different movie’s situation, such as movie’s sales and cost. The goal of this study is explaination about WOM characteristics and its moderation to box office. Second, to distinguish the data to two part based on amount of sales and costs. Third, using second part’s group to analyze its effect for six weeks. This result can provide movie film ways and time after opening week to use WOM marketing. This study confirm the the research when change different group and time.
The movie review is not critical essay or professional movie review. It means consumer who share their thinking on the website after seeing movie. The actual data of this research collect and download form IMDB (movie data website).

一、中文文獻
黃茂昌 (2002)，「電影發行的基本概念與步驟」，台灣電影筆記
簡庭豪 (2012)，「負面口碑失效」，台灣科技大學企業管理系碩士論文
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