网络口碑对电视剧收视率的影响—以大学生为例.pdfVIP

i 网络口碑对电视剧收视率的影响 —以大学生为例 The impact on television ratings IWOM —A Case Study of College Students Ms.ru YANG(杨茹) 金融本科专题研习 泰国博仁大学中国-东盟国际学院 A Research Study in Bachelor of Business Administration (Finance and Accounting), Undergraduate School, China-ASEAN International College Dhurakij Pundit University 二零一六 2016 摘要 在网络生活已成为普遍的生活状态的当下，网络口碑已高度融入并影响生活。 对于大学生而言，网络口碑通过（微博评论，豆瓣评分等软件）渠道来影响电视剧的 收视率，它怎样来影响消费者的决策，大学生是否会因为口碑的好坏而决定是否去观看电 视剧。本文会运用真实的线上观看者评论数据来研究网络口碑对收视率的影响，运用豆瓣 评分(豆瓣评分采用加权算法 的真实数据的评分高低，并采用问卷调查的方式来分析对于) 大学生来言是会因为网络口的好坏来观看电视剧，电视剧的收视率会因为口碑而产生影响。 关键词：网络口碑 ；大学生 ；收视率；线上观看者评论 Abstract The network has become a common life living conditions of the moment, word of mouth is highly integrated into the network and affect lives. ii For college students, by word of mouth network (microblogging comments, watercress rates and other software) channels to influence TV ratings, which how to influence consumer decisions, whether college students because of word of mouth is good or bad to decide whether to watch TV. This article will use real data to online viewers comment on research networks reputation ratings, the use of watercress score (watercress score weighted algorithm) rating the level of real data, and the use of questionnaires to analyze for college students to words It is because of the quality of the