跨國產品擴散型態之連結: 以層級貝氏模型預測電影票房銷售
Other Title
THE LINKAGE OF CROSS-NATIONAL PRODUCT DIFFUSION
PATTERNS: AN APPLICATION FOR PREDICTING BOX-OFFICE
ATTENDANCE OF MOTION PICTURES
PATTERNS: AN APPLICATION FOR PREDICTING BOX-OFFICE
ATTENDANCE OF MOTION PICTURES
Date Issued
2001
Date
2001
Author(s)
DOI
892416H002112
Abstract
Although diffusion-related new product
launching strategies address critical issues for
international marketing managers, only a few
studies have explored cross-national
diffusion. Also, previously published studies
on multinational diffusion have concentrated
mainly on consumer durable and industrial technological innovations. Hence, this
study attempts to extend the knowledge in
this area by empirically capturing the
diffusion patterns of motion pictures, one
kind of a novelty product, in cross-national
context and integrating perceived attributes,
including the genre, cast and release date of
the movie and a lead-lag effect into a framework. In particular, the main
objective of this research is to apply the
proposed integrated framework for
forecasting the box-office potential of new motion pictures in Taiwan where sales data
are not available. Thereby yielding some
insights into the nature of the expected
diffusion pattern in foreign countries prior to
market entry.
Subjects
Diffusion Model
Sales Forecast
New Product Growth
SDGs
Publisher
臺北市：國立臺灣大學國際企業學系暨研究所
Type
report
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