隨著近年來電影業的發展，讓電影發行量逐年提升，也讓看電影成為最受大眾歡迎的休閒娛樂之一。同時電影製作成本的攀升，使得如何透過電影行銷提高票房成為電影相關產業關注的重心。而電影製造業為了減少成本、增加票房，開始以商業化模式發行電影，便出現越來越多續集電影，或是讓電影與電影間產生連結、關係，期望利用原電影的成功複製到下一部電影上。但並不是每一部續集電影都會有成功的票房，需要顯著動力引起觀眾興趣，並找出相關影響探討續集電影該如何提高消費者觀看意願，在琳瑯滿目的電影上映時，比起其他沒有連結的獨立故事電影，如何才能脫穎而出。
本研究在進行相關文獻探討後，以社會網絡理論（Social Network）為主軸，發現電影與電影間會藉由角色連結成一電影網絡，並深入探討電影網絡對消費者的觀影決策會產生何種影響，更進深入瞭解電影網絡是否會增加消費者的沉默成本及知覺價值，並透過沉默成本及知覺價值影響後續觀看意願以及忠誠度。本研究採用問卷調查法，以觀看過Marvel系列電影的消費者作為樣本對象。研究結果發現，當消費者在電影網絡電影關係權重越高、電影網絡密度越高時，會正向影響沉默成本，並會藉由沉默成本影響觀看意願以及忠誠度。但在知覺品質方面，消費者的電影網絡密度對其則無顯著影響，在中介效果方面，消費者電影網絡密度亦不會藉由知覺品質影響後續的觀看意願及忠誠度。本研究亦提供電影相關產業人員以及行銷人員未來在電影的製作或行銷上有所參考的依據。

With the development of the movie industry in recent years, the circulation of movies has increased year by year, watching movies become one of the most popular leisure entertainment. At the same time, the rising cost of movie production has made it important to increase the box office through movie marketing. In order to reduce costs and increase box office, the movie industry began to release movies in commercial mode. More and more sequel movies appeared, or links and relationships between movies and movies were expected. It is hoped that the successful original movie will be copied to the next. But not every sequel movie will have a successful box office. If you want to generate interest in the consumer, you need the significant motivation, and find out how the impact of the sequel movie to how to improve the consumer's watch willing, when the movie is released, compared to other unconnected movies, how can these connect movie stand out from the crowd?
Therefore, after the literature research, this paper based on social network theory as the main theory to discover movies, found movies will be linked into a movie network through roles. And deep discussion on what kind of the decision-making will be made to consumers by movie network. And discussion whether the movie network will increase the consumer's sunk cost and perceived quality, and influence the watching willing and loyalty through the sunk cost and perceived quality. And whether the count of movie, weight degree and density of movie network will influence the sunk cost and perceived quality of consumers and if the sunk cost and perceived quality influence the watching willing and loyalty of consumers. This study used a questionnaire survey to target consumers who watched the Marvel series of movies. This study found that the higher weight degree of the movie relationship, and the higher the density of the movie network, the positive impact on the sunk cost. The mediating relationship of sunk cost affects watching willing and loyalty. But about the perceived quality, this study found that higher density of the movie network, don’t have the positive impact on perceived quality, so the mediating relationship of perceived quality don’t affects watching willing and loyalty. This study also provides a basis for future reference and production of movie-related industry personnel and marketing personnel.

目 錄
論文審定書 i
致謝 ii
中文摘要 iii
英文摘要 iv
第壹章、緒論 1
第一節、 研究背景 1
第二節、 研究動機及研究問題 5
第三節、 研究目的 8
第貳章、文獻探討 9
第一節、社會網絡理論 9
一、理論起源與內涵 9
二、社會網絡的演進及相關研究 16
三、小結 17
第二節、電影網絡 18
第三節、 電影行銷相關研究 23
第四節、 消費者與電影間的關係 25
一、知覺品質(Perceived Quality) 25
二、忠誠度（Loyalty） 27
三、沉默成本（Sunk Cost） 30
第參章、假說推論 33
第一節、電影網絡與沉默成本之關係 33
一、 消費者電影網絡間的關係權重與沉默成本之關係 33
二、 消費者電影網絡中的密度與沉默成本之關係 34
第二節、電影網絡與知覺品質之關係 34
第三節、沉默成本與觀看意願及忠誠度之關係 36
第四節、知覺品質與觀看意願及忠誠度之關係 37
第五節、電影網絡透過沉默成本影響消費行為之中介關係 37
第六節、電影網絡透過知覺品質影響消費行為之中介關係 38
第肆章、研究方法 40
第一節、研究架構 40
第二節、研究設計 41
第三節、研究對象與資料搜集 41
第四節、變數操作型定義與衡量 41
一、電影網絡連結數量 41
二、電影間關係權重的定義與衡量 42
三、連結密度的定義與衡量 43
四、沉默成本的定義與衡量 44
五、知覺品質定義與衡量 45
六、忠誠度定義與衡量 45
七、觀看意願定義與衡量 46
第伍章、統計分析 47
第一節、 研究樣本組成 47
第二節、 信度與效度分析 49
第三節、模型適配度 50
第四節、假說驗證 51
一、主效果檢驗 51
二、間接效果檢驗 53
第五節、結論 56
一、電影網絡與沉默成本的主效果 56
二、電影網絡與知覺品質的主效果 56
三、沉默成本與觀看意願、忠誠度的主效果 56
四、知覺品質與觀看意願、忠誠度的主效果 56
五、電影網絡透過沉默成本對觀看意願的間接效果 57
六、電影網絡與沉默成本對忠誠度的間接效果 57
七、電影網絡與知覺品質對觀看意願的間接效果 57
八、電影網絡與知覺品質對忠誠度的間接效果 58
第六章 結論與建議 59
第一節、研究發現與討論 59
一、消費者的電影網絡連結關係權重越高以及所形成的網絡密度越高，會進一步增加沉默成本。 59
二、消費者的電影網絡連結關係權重越高會增加消費者知覺品質，而消費者的網絡密度越高則不會正向影響消費者知覺品質 59
三、消費者的電影網絡連結關係權重以及所形成的網絡密度會藉由沉默成本影響後續的消費行為 60
四、消費者的電影網絡連結關係權重以及所形成的網絡密度會藉由知覺品質影響後續的消費行為 61
第二節、理論意涵 61
一、補足過去電影行銷研究不足 62
二、以社會網絡理論探討電影間的關係 62
三、拓展社會網絡理論研究面向 62
四、提出電影網絡概念 62
第三節、實務貢獻 62
一、提供電影製作及行銷相關人員一個證據及理論概念 63
二、電影網絡中的角色連結的關係程度以及密度對於觀眾的觀影意願影響 63
三、讓電影製作商或發行商將所有的電影視為一個整體網絡，而非是單一個體 63
第四節、研究限制與未來研究方向 63
一、以Marvel電影網絡為例，但忽略本身漫威迷的消費者 63
二、只挑選了Marvel此網狀類型的結構系列電影 64
三、未來研究建議：納入社會網絡理論其他結構做深入探討 64
四、未來研究方向：延伸至台灣或是其他題材系列電影 64
參考文獻 65
附錄一、電影連結關係表 75
附錄二、電影網絡關係 83
附錄三、問卷 84

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