此次國片《海角七號》的熱潮，從台灣最大的BBS 討論版批踢踢電影(movie)
版上所引發的討論可見其迴響之踴躍，隨時都有千人在線上的電影版隨時都在更新各電影的心得及資訊，而《海角七號》的劇情感動了許多對國片已不抱期待的網友，很快的，批踢踢電影版急速累積了上千篇關於《海角七號》的討論文章，批踢踢電影版上對於《海角七號》熱烈的迴響迅速地溢散到主流媒體，打破大眾媒體及電視新聞所主導的議題設定能力，反而由小眾媒體批踢踢凱起此一議題，隨之帶動新聞媒體大力跟進報導《海角七號》票房長紅與電影製作特輯等消息。
除此之外，批踢踢電影版也導引許多閱聽人潮回流至電影《海角七號》官方網站，《海角七號》在這些媒體平台交互串連、發酵之下，其票房創下台灣國片的歷史新高。
本研究主要在探討批踢踢電影版的使用者透過該版取得電影相關資訊的過
程中，該虛擬社群的網路口碑行銷、以及批踢踢電影版被使用者視為一線上參考團體，究竟如何影響使用者的觀影決策。批踢踢電影版的使用者在長期沉浸於電影版虛擬社群之中，透過電影版的功能進行資訊的搜尋以及進行觀影心得的傳播行為，批踢踢電影版對使用者而言是否成為一個重要的參考團體，進而影響社群成員的觀影決策。另外，探討電腦中介傳播此一新科技的網路特性、與社會影響力對於網路使用者選擇使用何種媒介得以滿足需求、搜集資訊，所造成的影響以及對觀影決策的干擾；還有消費者的觀影決策過程中，可能還會受到媒體報導、親朋好友的人際傳播、或是電影影評部落格等因素之影響。

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