隨著數位內容以及社群媒體的蓬勃發展，虛擬社群口碑以及網路新聞的報
導因便利性、具有保存功能與傳播更快更遠，其數量、內容以及反饋程度已經
成為衡量產品預期銷售的重要指標。本研究透過實際網路資料的網路口碑數、
正負面情緒數據、社群活躍度，衡量電影口碑與電影票房銷售間的相關性，並
透過動機理論及創新擴散階段探討不同類型的電影口碑影響力。
本研究共分兩大部分，第一部分探討的樣本資料為 57部 2016 年台灣上映
電影，研究網路社群、新聞、討論區產生之對於該電影的討論數據與電影票房
銷售的相關性，透過數據收集引擎，利用電影上映期間的網路討論聲量、好感
度、社群活躍程度等，解釋與電影上映後票房銷售間的關係。本研究第二部分
為透過動機理論以及創新擴散階段進行電影口碑影響力之探討，了解專業影
評、大眾媒體、社群討論對於電影受眾的影響力，以及不同觀影時間消費者採
納之層度。
本研究發現，基於數據分析引擎收集之網路口碑量、以及該電影的社群活
躍層度，皆與電影票房有正相關。而在口碑影響力部分，基於動機理論發現，
專業影評對消費者本身的自我呈現有正面影響，大眾媒體對消費者本身的感知
享受有正面影響，社群媒體對影響消費者的社會影響性及消費者自身的自我呈
現、感知享受皆有正面影響，同時，社會影響性、自我呈現、感知享受均是形
成消費者觀影意願的正面影響因子。

The development and progress of Internet technology has changed human communication, The virtual communication channel like Social media 、E-news 、
BBS， Gradually become more important than the tradition way due to its ability
to spread further, faster and More preserved .
This study is divided into two parts, the first part is to study the relevance of the EWOM(Electronic word-of-mouth) to the movie's sale performance . Base on box office of 57 Taiwan movie last year and Quantized internet discussion data of the film through the data collection engine. The second part of this study is to explore the influence of professional film media, mass media and social media on film audiences through the theory of motivation and Innovative Diffusion Theory,.
The findings of this research reveals that volumn of internet discussion and activity degree of social media is positively associated with the movie box office；
professional film media is positive influences to user’s “Self Presentation” , mass media is positive influences to user’s “Perceived enjoyment”, Social media is positive influences the “Social Influence” to user and user’s “Perceived enjoyment” and “Self Presentation” . In addition, “Social Influence”、 “Perceived enjoyment”
and “Self Presentation” are positive influences to user’s “intention to watch movie”.

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