2016年电影宣传外文翻译——电影消费中消费情绪对口碑的影响（节选）

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1、字数：英文 2471 单词， 13478 字符；中文 4436 汉字 出处： Mishra P, Bakshi M, Singh R. Impact of consumption emotions on WOM in movie consumption: Empirical evidence from emerging marketsJ. Australasian Marketing Journal (AMJ), 2016, 24(1): 59-67. 外文文献： Impact of consumption emotions on WOM in movie consumption: Empir

2、ical evidence from emerging markets Abstract In this study, we empirically investigate the impact of consumers pleasure and arousal on customer satisfaction, likelihood of WOM and positive WOM, in the context of Bollywood movies in India. We collected data from a random sample of 274 consumers of Bo

3、llywood movies in India using a survey questionnaire. We analyze the data to test our hypotheses using structural equation modeling (SEM).The results confirmed that for Bollywood movies, consumer emotions such as pleasure and arousal are important predictors of customer satisfaction. We also found t

4、hat the impact of arousal and pleasure differentially impact customer satisfaction, which in turn partially mediates the impact of these customer emotions on (1) likelihood of word of mouth and (2) positive word of mouth. We also found moderating impact of gender, income, and age. The study provides

5、 valuable insights for the entertainment and media industry to tweak their marketing strategies for designing, positioning, and promoting movies in emerging markets such as India. Keywords: Consumption emotion; WOM; Demographic influence; Movie; Consumption; Emerging markets 1.Introduction Word-of-m

6、outh (WOM) communication is the informal communications directed at other consumers that aims to influence by describing the characteristics of particular goods and services and/ or their sellers (Westbrook, 1987). In the context of movies, given the experiential and intangible nature of the service, consumers often rely on word of mouth (WOM) reviews to evaluate the service before consumption (Eliashberg et al., 2000), to reduce cognitive effort and perceived uncertainty associated