[雙語翻譯]電影宣傳外文翻譯——電影消費中消費情緒對口碑的影響（節(jié)選）

1、字數(shù)：英文 字數(shù)：英文 2471 2471 單詞， 單詞，13478 13478 字符；中文 字符；中文 4436 4436 漢字 漢字出處： 出處：Mishra Mishra P, P, Bakshi Bakshi M, M, Singh Singh R. R. Impact Impact of of consumption consumption emotions emotions on on WOM WOM in in movie

2、 movie consumption: consumption: Empirical Empirical evidence evidence from from emerging emerging markets[J]. markets[J]. Australasian Australasian Marketing Marketing Journal Journal (AMJ), (AMJ), 2016, 2016, 24(1): 24

3、(1): 59-67. 59-67.外文文獻： 外文文獻： Impact of consumption emotions on WOM in movie consumption: Empirical evidence from emerging marketsAbstract In this study, we empirically investigate the impact of consumers’ pleasure and

4、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 Bollywood movies in India using a survey quest

5、ionnaire. 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 cu

6、stomer satisfaction. We also found that 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

7、mouth and (2) positive word of mouth. We also found moderating impact of gender, income, and age. The study provides valuable insights for the entertainment and media industry to tweak their marketing strategies for desi

8、gning, positioning, and promoting movies in emerging markets such as India. Keywords: Consumption emotion; WOM; Demographic influence; Movie; Consumption; Emerging markets1.Introductionsignificance of the Indian culture

9、in their lives and identity (Takhar et al., 2010). Invoking emotion and social consciousness intheir audiences, social films address themselves to cultural changes through the interplay of personal identity, love, human

10、relationships, and family (Dudrah, 2006).In this study, we empirically examine the impact of pleasure, and arousal on customer satisfaction, likelihood of WOM and positive WOM in the context of Bollywood movies in India.

11、 We also examine if differences in age, gender, or income of consumers affect how the consumer emotions impact customer satisfaction, likelihood of their word of mouth, and positive word of mouth.The rest of the paper is

12、 organized as follows. We first provide theoretical background to the research context, followed by development of hypotheses, and the model. We then describe the methodology, data collection, and measures used in the st

13、udy, followed by results and discussion. The paper concludes with managerial and theoretical implications.2.Theoretical background and hypothesis developmentConsumption emotions have been conceptualized as discrete emoti

14、ons (such as interest, joy, sadness, fear, contempt, shame, guilt, disgust, anger, and surprise), or as generally as “positive emotions” and “negative emotions” (Richins, 1997). Generally, it is accepted that emotional s

15、tates exist in bipolar categories (Mehrabian and Russell, 1974; Russell et al., 1989), such as pleasure-displeasure, arousal/non-arousal, and dominance–submissiveness. Since the rejection of the dominance–submissiveness

16、dimension by scholars (Russell et al., 1989), recent marketing studies (Bigné et al., 2005; Mattila and Wirtz, 2000; Yüksel, 2007) have represented emotions in two dimensions: pleasure and arousal, also called