Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the eWOM and Selecting Movie According to Online Media and Replies

온라인 매체와 댓글에 따른 영화 구전의도 및 관람의도에 관한 연구

  • Received : 2015.05.28
  • Accepted : 2015.06.19
  • Published : 2015.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

A great number of customers, who want to watch movies usually check out online reviews before choosing what to watch a movie. The most representative online media that customers consult are portal sites and SNS (Social Network Service). Although there have been numerous studies on online eWOM (e-Word of Mouth) and the effects of online media in businesses, it remains a question that which media is best for WOM (Word of Mouth) when selecting movies. This research examines customer's intention for consulting eWOM and for watching movies according to the number and tendency of online replies. We have compared portal sites and SNS about information of movie. The study shows that a large number of positive replies can affect the intention for WOM and choosing movies. Facebook has more influence than portal sites when choosing what to watch when replies consist of large and positive comments. However, there is no difference between the two types of media when they consist of negative comments.

Keywords

References

  1. Arndt, J., "Role of Product-Related Conversation in the Diffusion of a New Product", Journal of Marketing Research, Vol.4, No.3, 1967, 291-295. https://doi.org/10.2307/3149462
  2. Bae, J.H., B.J. Shin, and B.D. Kim, "Simultaneous Effect between eWOM and Revenues : Korea Movie Industry", Asia Marketing Journal, Vol.12, No.2, 2010, 1-25. (배정호, 심범준, 김병도, "온라인 구전과 영화 매출간 상호영향에 관한 연구 : 한국 영화 산업을 중심으로", 아시아마케팅저널, 제12권, 제2호, 2010, 1-25.)
  3. Brister, J.M., "Word of Mouth Communication and their Effects in Consumer Network", Advances in Consumer Research, Vol.18, 1991, 155-169.
  4. Chevalier, J. and D. Mayzlin, "The Effect of Word of Mouth on Sales : Online Book Reviews", Journal of Marketing Research, Vol.43, No.3, 2006, 345-354. https://doi.org/10.1509/jmkr.43.3.345
  5. Christiansen, T. and S.S. Tax, "Measuring word of mouth : the questions of who and when?", Journal of Marketing Communications, Vol.6 No.3, 2000, 185-200. https://doi.org/10.1080/13527260050118676
  6. Cho, C.H., S.H. Ahn, and Y.D. Shon, "A Study Regarding the Effects of Direction of Comments about Online Reviews and Credibility of Web Sites on Brand Attitudes Toward Services : Comparison between Korean and Chinese Cases", Journal of the Korea Society of IT Services, Vol.11, No.2, 2012, 69-91. (조춘한, 안승호, 손영돈, "댓글의 방향성과 웹사이트의 신뢰성이 서비스 브랜드 태도와 구매의 도에 미치는 영향 : 한국과 중국비교", 한국IT서비스학회지, 제11권, 제2호, 2012, 69-91.) https://doi.org/10.9716/KITS.2012.11.2.069
  7. Jeon, B.S., "The Discriminant Analysis of Sources of Movie Information for Moviegoers", Korean Journal of Journalism and Communication Studies, Vol.46, No.3, 2002, 390-413. (전범수, "영화 관람객의 영화정보채널 유형별 특성" 한국언론학회, 제46권, 제3호, 2002, 390-413.)
  8. Jill, S., G. Soutar, and T. Mazzarol, "Factors Enhancing Word-of-Mouth Influence : Positive and Negative Service-Related Messages", European Journal of Marketing, Vol.48, No.1, 2014, 336-359. https://doi.org/10.1108/EJM-06-2012-0336
  9. Katz, E. and P.F. Lazarsfeld, Personal Influence, The Part Played by People in the Flow of Mass Communications, Transaction Publishers, 1955.
  10. Kim I.J., D.C. Lee, and G.G. Lim, "A study on the Critical Success Factors of Social Commerce through the Analysis of the Perception Gap between the Service Providers and the Users : Focused on Ticket Monster in Korea", Asia Pacific Journal of Information Systems, Vol.24, No.2, 2014.
  11. Kim, C.H. and E.R. Hwang, "The Relationship between the Characteristics of WOM and WOM of Effect", Korea Advertising Society, Vol.35, 1997, 55-77. (김창호, 황의록, "구전정보의 특성과 구전효과의 관계", 광고연구학회, 제35권, 1997, 55-77.)
  12. Kim, H.K. and J.H. Song, "The quality of Wordof-Mouth in the Online Shopping Mall", Journal of Research in Interactive Marketing, Vol.4, No.4, 2010, 376-390. https://doi.org/10.1108/17505931011092844
  13. Kim, H.W, "Relationship between Box-Office Success of Films and Attributes of On-Line Word-of-Mouth", The Korea Entertainment Industry Association, Vol.4, No.2, 2010, 1-14. (김혜원, 영화흥행과 온라인 구전 특성의 관련성에 관한 연구, 한국엔터테인먼트산업학회, 제4권, 제2호, 2010, 1-14.)
  14. Kim, J.H. and S.H. Sang, "Effect of Characteristics of Information and Online Word of Mouth on the Purchase Intention : Case of Internet Service Portal Site", The Korean Society of Business Venturing, 2010, 83-97. (김준희, 서상혁, "온라인 정보 및 구전특성 요인이 고객의 구매의도에 미치는 영향 연구 : 인터넷 서비스 포털 사이트를 중심으로", 한국벤처창업학회, 제2호, 2010, 83-97.)
  15. Langdridge, D. and H.J. Gareth, Introduction to Research Methods and Data Analysis in Psychology, Pearson Education, 2009.
  16. Metzger, M., "Making Sense of Credibility on the Web : Models for Evaluating Online Information and Recommendations for Future Research", Journal of the American Society for information Science and Technology, Vol.58, No.13, 2007, 2078-2091. https://doi.org/10.1002/asi.20672
  17. Milad, D. and T. Mustafa, "A Research on Effectiveness of Facebook Advertising on Enhancing Purchase Intention of Consumers", Computers in Human Behavior, Vol. 49, 2015, 597-600. https://doi.org/10.1016/j.chb.2015.03.051
  18. Park, C. and C.J. Yu, "Study on the Effects of Consumers' Word of Mouth about Brand Experiences and Responses on Brand Evaluations at Online Context", Korean Society of Consumer Studies, Vol.17, No.1, 2006, 73-93. (박찬, 유창조, "온라인에서의 구전커뮤니케이션이 상표평가에 미치는 영향에 관한 연구 : 상표 사용후기와 답글을 중심으로", 한국소비자학회, 제17권, 제1호, 2006, 73-93.)
  19. Park, J.Y., "The Effects of the Characteristics of Word of Mouth Information Communicated through SNS's on Word of Mouth Effects", Korea Academic Society of Tourism Management, Vol.27, No.6, 2012, 385-408. (박진영, "SNS를 통한 구전정보의 특성이 구전 효과에 미치는 영향", 대한관광경영학회, 제27권, 제6호, 2012, 385-408.)
  20. Senecal, S. and J. Nantel, "The Influence of Online Product Recommendations on Consumers' Online Choices", Journal of Retailing, Vol.80, No.2, 2004, 159-169. https://doi.org/10.1016/j.jretai.2004.04.001
  21. Sung, Y.S., J.Y. Park, and E.A. Park, "The Influence of On-line Word of Mouth Information On Viewing Intention toward Motion Picture", Advertising Research, Vol.57, 2002, 31-52. (성영신, 박진영, 박은아. "온라인 구전정보가 영화 관람 의도에 미치는 영향", 광고연구, 제57호, 2002, 31-52.)
  22. Yu, D.S. and G.G. Lim, "The Effect of the Quantity and Direction of Online Reply on Wordof-Mouth for Movie Choice", Proceedings of 2014 Korea IT Services Fall Conference, 2014, 429-432. (여등승, 임규건, "온라인 영화관련 댓글의 양과 방향성이 구전 의도에 미치는 영향에 관한 연구", 2014년 한국IT서비스학회 추계학술대회, 2014, 429-432.)
  23. Embrain Trend Monitor, URL : http://www.embrain.com, 2012.