過往的研究專注於找出社會網路中的重要意見領袖，然而卻少有探討意見領袖的影響力，而這正是這篇研究努力探究的方向，以 PTT MOVIE 看板為例，分別討論論壇中重要意見領袖在發布正向或是負向情緒文章條件下，會如何影響發文後第一週、第二週與第三週的週累積進場人次。
本研究整理自2017年1月1日至2022年12月31日橫跨六年的電影與播映資料，其中包含本研究應變數—進場人次，結合PTT MOVIE 看板、IMDb等資料，利用社會網路分析與文本情緒分析，計算論壇中意見領袖的 PageRank及其發布文章的情緒分數，由於存在多篇文章討論同一部電影情形，使得觀察值間並非相互獨立，而且模型可能包含不可觀測到的電影特性，於是利用追蹤資料特性，建立固定效果模型消除可能造成偏誤估計的影響。
研究發現，在發文後第一週 PageRank 的大小對進場人次影響並無顯著差異，反而是文章情緒分數為影響主因；而發文後第二週在發布負面情緒文章條件下，意見領袖相比於非重要發文者對進場人次產生更為強烈的負面影響，在發布正向情緒文章條件下，二者則無明顯差別；發文後第三週無論在發布正向或負向情緒文章條件下，PageRank的大小對進場人次影響則無顯著差別。

This study investigates the influence of opinion leaders on the PTT MOVIE board. It analyzes how opinion leaders, when posting content with positive or negative emotions, impact attendance rates in the first, second, and third weeks after their posts.
In this study, a fixed effects model was employed to analyze panel data spanning six years (from January 1, 2017, to December 31, 2022) related to movies and audience attendance. We integrated data from sources like the company’s box office database, the PTT MOVIE board. Additionally, we employed social network and text sentiment analysis in our research. To address the non-independence of observations and potential unobservable movie characteristics, we applied a fixed effects model to eliminate potential estimation biases.
The findings show that in the first week, there is no significant difference in the impact on attendance between contributors with high and low PageRank. Instead, article sentiment is the primary factor influencing the impact. In the second week, opinion leaders have a stronger negative impact on attendance when posting negative content compared to less influential contributors. In the third week, PageRank doesn't significantly affect attendance, regardless of article sentiment.

論文審定書i
誌謝ii
摘要iii
Abstractiv
目錄v
圖次vi
表次vii
第一章緒論1
第一節研究背景1
第二節研究問題9
第二章文獻回顧11
第一節電影財貨、產業的特性11
第二節口碑傳播的定義、形成與演變17
第三節社會網路分析23
第三章研究方法31
第一節資料來源31
第二節資料蒐集34
第三節資料清理與計算37
第四節資料合併42
第五節模型設定44
第四章研究結果47
第一節探索性研究47
第二節敘述統計51
第三節固定效果模型迴歸分析61
第五章結論與未來發展70
第一節結論70
第二節未來發展71
參考文獻72

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