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    Title: 消費者觀賞續集電影之決策:品牌管理觀點
    Decision Making of Seeing Movie Sequels: A Branding Perspective
    Authors: 李佩璇
    Contributors: 陳建維
    李佩璇
    Keywords: 續集電影
    收藏行為
    追求完整性
    收藏驚喜
    電影品牌元素
    創新元素
    品牌延伸
    Date: 2015
    Issue Date: 2015-07-13 11:04:45 (UTC+8)
    Abstract: 2015年堪稱好萊塢電影續集年,包括現在六月中正在上映的《侏羅紀世界》,暑假檔期的《不可能的任務》、《魔鬼終結者》等等,還有睽違10年,即將年底上檔的《星際大戰7》,皆引起鐵粉熱烈的反應。回顧2015年上半年,已經上映的《即刻救援3》、《分歧者2:叛亂者》、《玩命關頭7》、《復仇者聯盟2》、和《歌喉讚2》都吸引了大批粉絲前往電影院朝聖。近年來,票房前幾名的電影通常都是「續集電影」,這些續集電影之所以會誕生,是因為第一集獲得廣大觀眾的喜愛,而且有亮眼的票房成績。對電影製作團隊來說,與其重新發想新劇本,若能使用現有的劇本繼續延伸,抓住電影觀眾對某一題材的胃口,似乎可以有效的利用品牌延伸的外溢效果,放大第一集成功的電影元素,有效延長電影的壽命,同時培養出忠實的影迷。
    為了更進一步了解系列電影成功經營的關鍵,本研究即要探討哪些消費者特性和電影行銷策略,透過中介變數續集電影觀賞意願與體驗,能顯著的影響整體系列電影的滿意度。其中,消費者特性主要包括了懷舊傾向、收藏行為與動機;電影行銷策略則包括電影行銷元素和電影品牌延伸策略。
    研究結果顯示,追求完整性、收藏驚喜的收藏動機和電影的創新元素能顯著的提升系列電影滿意度,而懷舊傾向則與整體系列滿意度有負向顯著的關係。續集電影時間間隔則分別對事前觀賞意願和觀賞體驗分別有負向和正向的影響。最後希望本研究結論,可以給予電影製作與行銷團隊對於如何取悅消費者偏好異質性更多想法,有效達成電影的市場可能性(Marketability)和放映性(Playability)。
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    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    102351007
    103
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0102351007
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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