The Journal of Society for e-Business Studies (한국전자거래학회지)

Society for e-Business Studies (한국전자거래학회)
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Relationship between Internet Buzz Share and Market Share : Movie Ticket Case

인터넷 언급 점유율과 시장 점유율의 관계 : 영화 티켓 사례

  • Received : 2012.11.05
  • Accepted : 2013.05.23
  • Published : 2013.05.31
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Abstract

In this study, the relationship between movie ticket reservation rates and Internet buzz share is analyzed. The correlations between movie ticket reservation rates and Internet buzz share in blogs, Internet cafes, news site, and Internet video in NAVER which is a representative Internet portal in Korea are analyzed empirically. The results show that there are positive correlations between buzz shares and movie ticket reservation rates. In particular, before movies at the box office, the correlations with Internet video is relatively higher than those of other channels, and after movies at the box office, the correlations with blogs and Internet cafe are relatively higher. Also, we can find that the correlations between Internet buzz shares on movies and movie ticket reservation rates are different depending on time lags and Internet channels.

본 연구는 인터넷 상에서 영화에 대한 언급 점유율과 영화 티켓 예매율의 관계를 분석하였다. 국내 대표적인 포털사이트인 네이버에서 제공하는 블로그, 카페, 뉴스, 동영상과 같은 서비스에서 영화에 대한 언급과 영화 예매율 간의 상관관계를 실증 분석하였다. 분석결과 인터넷 언급 점유율과 영화 예매율이 유의미한 정의 상관관계가 있다는 것을 파악할 수 있었다. 구체적으로 흥행 시점 이전은 동영상 채널이 다른 채널에 비해 상대적으로 관련성이 높은 것으로 나타났으며, 흥행시점 이후부터는 블로그와 카페에 보다 높은 관련성이 있는 것으로 파악되었다. 이를 통해서 인터넷 상에서 영화에 대한 언급은 인터넷 채널과 시차에 따라 영화 예매율과의 관련성이 다르다는 것을 파악할 수 있었다.

Keywords

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