전문가 리뷰가 인터넷 사용자 리뷰와 박스 오피스(Box Office)에 미치는 영향 = The Effect of Professional Criticsʼ Reviews on Online User Reviews and Box Office: US Motion Picture Industry, 2006~2008

국문 초록 (Abstract)

소비자는 제품의 실제 가치를 사전에 파악하기 어려우므로 제품의 구매를 위해 시장에서 이미 형성된 제품의 평판을 참조하게 된다. 기존 연구에 따르면 전문 평론가가 대중 매체를 통해 평판의 형성에 상당한 영향을 미치는 것으로 알려져 왔으나, 최근 인터넷의 발달과 함께 온라인 사용자 리뷰의 영향력에 대한 관심이 급증하고 있다. 본 논문은 제품에 대한 품질 정보가 희소하고 불확실한 상황에서 생산자로부터 독립적으로 정보를 제공하는 평론가의 역할에 주목하면서, 공식적 정보 제공자인 전문 평론가 외에 비공식적 정보 제공자로서 온라인 사용자 리뷰가 시장에 미치는 영향을 실증적으로 분석하고자 하였다. 2006년에서 2008년까지 미국에서 개봉된 영화 전체를 대상으로 분석한 결과 전문 평론가와 온라인 사용자 리뷰가 모두 시장 수요에 긍정적인 영향을 미치는 것으로 드러났다. 또한 전문가 리뷰가 온라인 사용자 리뷰에 긍정적인 영향을 미침으로써 통계적으로 온라인 리뷰가 전문 평론가 리뷰와 시장 수요를 부분 매개하는 효과를 가지는 것으로 나타 났다. 또한 블록버스터의 경우 온라인 사용자의 평론 점수가 수요에 긍정적인 효과를 미치는 반면 전문 평론가의 평론 점수는 부정적인 효과를 미치는 것으로 나타나, 영화의 종류나 특성에 따라 평론가의 효과가 다르게 나타난다는 기존 연구를 지지하고 있다. 이는 제품에 대한 불확실성이 높을수록 기업은 시장에서 전문 평론가 및 온라인 사용자들이 제공하는 정보에 주의를 기울여야 하며, 이러한 효과는 제품의 특성에 따라 다르게 나타날 수 있다는 것을 의미한다.

다국어 초록 (Multilingual Abstract)

It is difficult for potential consumers to know the real quality of products before they experience them, especially with so-called experience goods. Therefore, to gauge the quality of experience goods, consumers refer to the reputation of the products in the market. Prior studies suggest that reviews by professional critics published in the mass media have a substantial effect on a good’s reputation in the market. Recently, however, online user reviews have received considerable attention as another means that may influence the reputation of a product. In this paper, we focus on the role of professional critics and their effect on online users and ultimately box office. We argue that in situations of high uncertainty and incomplete information, reviews by public online users provide valuable information regarding the quality of the products. Additionally, we tested the effect of mediation of online user reviews between professional critics’ reviews and box office on a sample of U.S. box office movies from 2006 to 2008. The empirical results support our hypotheses that the reviews of professional critics have positive effects on both online users and box. In addition, the empirical results suggest that the reviews of online users partially mediate the relationship between the professional critics' reviews and box office.
The results of this paper suggest several implications for academics and practitioners. First, the finding that in addition to professional critics’ reviews, non-professional online user reviews influence box office implies the potential role of online users as information providers and controllers. Zuckerman (1993) suggested that professional critics act as information controllers and providers. Our study advances Zuckerman’s (1993) study by suggesting and providing empirical evidence regarding online users’ potential role as information controllers and information providers. Second, in order for managers to make good decisions in light of incomplete and uncertain information, our study suggests that it would be useful if managers examined not only professional critics’ reviews but also online user reviews because the latter can have significant ramifications on consumer’s perception of experience goods. Furthermore, the results of this study imply that it is necessary for producers to give careful attention to the reviews of critics where the uncertainty of products is high, and the opinions of professional critics are more important than generally expected if they intend to introduce a new product to the market.
Despite such academic contributions and practical implications, this study has several limitations. First, this study examined opening movies in the U.S. for the years 2006 to 2008. However, we eliminated from our sample those movies for which we could not obtain complete information. Accordingly, care must be taken in interpreting our results. Second, we measured star power by examining the Academy award winners and nominees for the prior three years in our study. Although this measure has been frequently suggested as a good indicator of star power, we do realize that star power and box office success are not the same. This might be one reason that we did not find any significant results for our measure of star power. We suggest more refined measures of star power in future research. Finally, we used the number of reviews to measure the influence of online users and professional critics, controlling the score of their reviews. Future scholars need to incorporate multiple measures in their research. These limitations notwithstanding, our study provides valuable empirical evidence regarding the role of online user reviews with regard to the relationship between professional critics and box office. We believe that examining these relationships is a good start in explaining box office and revenue of innovative goods in the market.

목차 (Table of Contents)

• <초 록>
• Ⅰ. 서 론
• Ⅱ. 이론적 배경과 가설
• Ⅲ. 연구 방법
• Ⅳ. 분석 결과
• Ⅴ. 결 론
• 참고문헌
• ABSTRACT

참고문헌 (Reference)

1 박승현, "한국영화의 흥행성과 결정 요인에 관한 연구 : 2009~2010년 개봉작품을 중심으로 *" 한국지역언론학회 11 (11): 231-258, 2011

2 김일경, "평론가가 박스 오피스(box office)에 미치는 영향에 관한 통합적 접근: 2006년～2008년 미국 영화산업을 중심으로" 한국경영학회 39 (39): 1023-1048, 2010

3 서문식, "온라인상에서의 다차원적인 사용후기의 영향에 관한 연구 : 의류제품을 중심으로" 한국콘텐츠학회 9 (9): 255-271, 2009

4 오은희, "네티즌과 영화 평론가의 영화 평가 결정 요인 비교" 한국방송학회 22 (22): 267-289, 2008

5 이양환, "국가 간 영화흥행요인 비교를 위한 탐색적 연구: 한국과 미국 영화시장에서 미국 영화의 흥행요인 비교를 중심으로" 한국지역언론학회 7 (7): 185-222, 2007

6 Liu, Y., "Word of mouth for movies : Its dynamics and impact on box office revenue" 70 (70): 74-89, 2006

7 Godes, D., "Using online conversations to study word-of-mouth communication" 23 (23): 545-560, 2004

8 Chatterjee, S., "The use of regression analysis by example" John Wiley and Sons 2000

9 Penrose, E. T., "The theory of the growth of the firm" John Wiley 1959

10 Baron, R. M., "The moderator-mediator variable distinction in social psychological research : Conceptual, strategic, and statistical considerations" 51 (51): 1173-1182, 1986

11 Akerlof, G., "The market for ‘lemons’: Quality uncertainty and the market mechanism" 84 (84): 488-500, 1970

12 DiMaggio, P. J., "The iron cage revisited : Institutional isomorphism and collective rationality in organizational fields" 48 (48): 147-160, 1983

13 Senecal, S., "The influence of online product recommendations on consumerʼs online choices" 80 : 159-169, 2004

14 Zhu, F., "The influence of online consumer reviews on the demand for experience goods : The case of video games" 25-, 2006

15 Gemster, G., "The impact of film review on the box office performance of art house versus mainstream motion pictures" 31 (31): 43-63, 2007

16 Chevalier, J., "The effect of word of mouth on sales: Online book reviews" 2006

17 Zuckerman, E. W., "The critical trade-off : Identity assignment and box-office success in the feature film industry" 12 (12): 27-67, 2003

18 Shugan, S. M., "The cost of thinking" 7 (7): 99-111, 1980

19 Zuckerman, E. W., "The categorical imperative : Securities analysts and the illegitimacy discount" 104 (104): 1398-1438, 1999

20 Lechner, C., "Task contingencies in the curvilinear relationships between intergroup networks and initiative performance" 53 (53): 865-889, 2010

21 Burt, R. S., "Structural holes" Harvard University Press 1992

22 Benjamin, B. A., "Status, quality, and social order in the California wine industry" 44 (44): 563-589, 1999

23 Brown, J. J., "Social ties and word-of-mouth referral behavior" 14 (14): 350-362, 1987

24 Uzzi, B., "Social structure and competition in interfirm networks : The paradox of embeddedness" 42 (42): 35-67, 1997

25 Moretti, E., "Social learning and peer effects in consumption : Evidence from movie sales" 78 (78): 356-393, 2011

26 Hansen, M. T., "So many ties, so little time : A task contingency perspective on corporate social capital in organizations" 18 : 21-57, 2001

27 Zuckerman, E. W., "Robust identities or nonentities? typecasting in the feature-film labor market" 108 (108): 1018-1074, 2003

28 Fitzsimons, G. J., "Reactance to recommendations : When unsolicited advice yields contrary responses" 23 (23): 82-94, 2004

29 Litman, B. R., "Predicting financial success of motion pictures: The early ʼ90s experience, In Motion picture megaindustry" Allyn & Bacon 1998

30 Litman, B. R., "Predicting financial success of motion pictures : The early ʼ80s experiences" 2 : 35-50, 1989

31 Sharda, R., "Predicting box-office success of motion pictures with neural networks" 30 : 243-254, 2006

32 Chen, Y., "Online consumer review: Word-of-mouth as a new element of marketing communication mix" 54 (54): 477-491, 2008

33 Cameron, S., "On the role of critics in the culture industry" 19 (19): 321-331, 1995

34 Gilsing, V., "Network embeddedness and the exploration of novel technologies : Technological distance, betweenness centrality and density" 37 (37): 1717-1731, 2008

35 Deephouse, D., "Media reputation as a strategic resource : An integration of mass communication and resource-based theories" 26 (26): 1091-1112, 2000

36 Williamson, O. E., "Markets and hierarchies: Analysis and antitrust implications" Macmillan 1975

37 Hsu, G., "Jacks of all trades and masters of none : Audiencesʼ reactions to spanning genres in feature film production" 15 (15): 420-450, 2006

38 Tolbert, P. S., "Institutional sources of change in the formal structure of organizations : The diffusion of civil service reform, 1880~1935" 28 (28): 22-39, 1983

39 Nelson, P., "Information and consumer behavior" 78 (78): 311-329, 1970

40 Duhan, D. F., "Influences on consumer use of word-of-mouth recommendation sources" 25 (25): 283-295, 1997

41 Bhattacharya, S., "Imperfect information, dividend policy, and"The bird in the hand"Fallacy" 10 (10): 259-270, 1979

42 Zhu, F., "Impact of online consumer reviews on sales : The moderating role of product and consumer characteristics" 74 (74): 133-148, 2010

43 Basuroy, S., "How critical are critical reviews? the box office effects of film critics, star power, and budgets" 67 : 103-117, 2003

44 Wyatt, J., "High concept, product differentiation and the contemporary film industry, In Current research in film: Audience, Economics, and Law" Ablex 1991

45 Glynn, M. A., "From the criticsʼ corner : Logic blending, discursive change and authenticity in a cultural production system" 42 (42): 1031-1055, 2005

46 Lee G. K., "From a firm-based to a community-based model of knowledge creation : The case of the linux kernel development" 14 (14): 633-649, 2003

47 Eliashberg, J., "Film critics : Influencers or predictors?" 61 (61): 68-78, 1997

48 Dellarocas, C., "Exploring the value of online product reviews in forecasting sales : The case of motion pictures" 21 (21): 23-45, 2007

49 Hsu, G., "Evaluative schemas and the attention of critics in the US film industry" 15 (15): 467-496, 2006

50 Hennig-Thurau, T., "Electronic word-of-mouth via consumer-opinion platforms : What motivates consumers to articulate themselves on the Internet?" 18 (18): 38-52, 2004

51 Kozinets, R., "E-tribalized marketing? : The strategic implications of virtual communities of consumption" 17 (17): 252-264, 1999

52 Clement, M., "Do critics make bestsellers? opinion leaders and the success of books" 20 (20): 77-105, 2007

53 Westphal, J. D., "Customization or conformity? an institutional and network perspective on the content and consequences of TQM adoption" 42 (42): 366-394, 1997

54 Holbriik, M. B., "Customer value-a framework for analysis and research" Routledge 1999

55 Shrum, W., "Critics and publics : Cultural mediation in highbrow and popular performing arts" 97 (97): 347-375, 1991

56 Lampel, J., "Critical push : Strategies for creating momentum in the motion picture industry" 26 (26): 233-257, 2000

57 Butler, B., "Community effort in online groups: Who does the work and why, In Leadership at a distance" Lawrence Erlbaum Publishers 2007

58 Lampel, J., "Capabilities in motion : New organizational forms and the reshaping of the Hollywood movie industry" 40 : 2189-2210, 2003

59 Ippolito, P. M., "Bonding and nonbonding signals of product quality" 63 (63): 41-60, 1990

60 Rindova, V. P., "Being good or being known : An empirical examination of the dimensions, antecedents, and consequences of organizational reputation" 48 (48): 1033-1049, 2005

61 Andreasen, A. R., "Attitudes and customer behavior : A decision model, In Perspectives in consumer behavior" Scott, Foresman and Company 498-510, 1968

62 Beckman, M. D., "Are your messages getting through?" 31 (31): 34-38, 1967

63 Neter, J., "Applied linear statistical models" Irwin 1996

64 Podolny, J. M., "A status-based model of market competition" 98 (98): 829-872, 1993

65 Ruef, M., "A multidimensional model of organizational legitimacy : Hospital survival in changing institutional environments" 43 : 877-904, 1998