Knowledge Management Research (지식경영연구)

The Knowledge Management Society of Korea (한국지식경영학회)
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The Periodic Relationship between eWOM Volume/Valence and Box Office Revenue

온라인 구전량 및 평점과 시기별 영화 흥행과의 관계

  • 장리 (연세대학교 대학원 경영학과) ;
  • 최강준 (연세대학교 대학원 경영학과) ;
  • 이재영 (연세대학교 경영대학)
  • Published : 2017.06.01
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Abstract

Word-of-mouth (WOM), the communication between consumers offline, has transformed to include electronic word-of-mouth(eWOM), which has grown in its influence due to the advancements in communication technology. Despite the fact that many researchers have studied the impact of WOM and eWOM on the performance of movies in the movie industry, there still exists much controversy. Therefore, this study investigates the relationship of eWOM's volume and valence with the box office revenue for 2 years in Korean movies industry. The results show that the volume of eWOM, which is expected to related to awareness diffusion, is more important than the valence in the early stage of movie release. And in the later stage, the valence of eWOM which is expected to related to persuasion effect influences the box office revenue. In addition, the relationship of the volume and valence on box office revenue in both early and later stage can be increased through the interaction with the star power which raises the familiarity or the movie genre which causes the high arousal.

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