영화실행요소 적합성이 소비감정신념 및 소비목적달성기대에 미치는 영향과 관람의지

다국어 초록 (Multilingual Abstract)

Unlike general products, movies usually have short life cycles and tend to yield high proceeds in the introduction stage which, however, take rapid down-turn in the following stages. This is why movie managers used to endeavor intently to disclose movie implementation information to public through various media starting far ahead of release. The movie implementation information utilized preferably in cinema promotion includes contents and styles of movies. The audience is thus put in a position to use their own judgement of a movie and form a kind of expectation at their discretion based on such information prior to watching it. The movie implementation information provided ahead of release may attract early adaptors to movie theaters and incite their word-of-mouth activities. The management of movie implementation information is thus believed to be an essential factor for success of a movie. Despite such conspicuous roles the movie implementation information plays in diffusion of the cinema, it has been far from satisfactory to investigate which factor of implementation information affects movie goers` will for viewing and, if so, how. Movie is a hedonic goods and we, therefore, need to approach toward it on the emotional dimension, rather than on the physical level. As movie, on the other hand, is an experience goods, we have to admit that consumption of movies is not the matter to be decided lightly but is the one most likely influenced by emotional consumption objectives audience seek to satisfy. Consequently, the movie goers` will for viewing may change subject to their belief in expectation feeling of movie consumption and the extent of achievement of consumption objectives. In this case, the movie implementation information provided prior to viewing can be seen as sources for cognitive information in decision making of movie goers. In the present study, attempts were made to assume the intensity of belief of consumption emotion and expectation of achieving consumption objectives desired to gain from movies as factors affecting movie goers` will for viewing depending on the characteristics of movies. For this purpose, 9 hypotheses were set forth to examine in what way the movie implementation information provided for audience prior to viewing is supposed to have influence upon the intensity of belief of the emotion and the expectation of achieving consumption objectives as well as their will for viewing movies. In oder to realize the purpose of this study, the type of cinema consumption objectives was divided into 4 categories and a scenario was composed to detail such type. Besides, the movie implementation information was classified further into implementation information about actors, story and representation. For the study, subjects were asked to read the prepared scenario as part of efforts to prime the cinema consumption objectives in compliance with the scenario to test the hypotheses set forth with 11 movies slated for first run soon. The findings of the study could be summed up as follows: First, it was found that the suitability of actors and story out of the movie implementation information exercised influence upon the belief of consumption emotion but that of representation didn`t. Next, the suitability of actors and story in movies turned out to affect the consumption expectation while the suitability of representation did only insignificantly. Finally, it was made clear that intensity of the emotional belief had impact upon expectation of achieving consumption objectives which, in turn, influenced audience`s will for viewing movies together with the intensity of emotional belief.

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