영화흥행과 온라인 구전 특성의 관련성에 관한 연구 = 흥행에 성공한 영화<우리들의 행복한 시간>과 실패한 영화 <사랑따윈 필요없어>를 중심으로

다국어 초록 (Multilingual Abstract)

The purpose of this study was to examine the on-line public comments about films and there upon, analyze the effects of the on-line word-of-mouth on the box-office success of films. For this purpose, the researcher sampled Love and The Like which failed in the box office and Our Happy Time which succeeded in the box office and then, analyzed the 40-character comments and reviews uploaded onto the on-line bulletin boards about them in terms of frequencies, focusing on directionality of the on-line word-of-mouth, core/peripheral/ communicational attributes of the film contents, emotional assessment or responses to the on-line word-of-mouth, expectation, satisfaction, advice and intention of viewing the films. In order to determine the factors affecting the box-office of the films, the following study points were set up; The results of this study can be summarized as follows; First, the frequency of the on-line word-of-mouth differed depending on the box office. Namely, the frequency of the on-line word-of-mouth was higher for the film which succeeded in the box office, while it was lower for the film which failed in the box office. Second, the directionality of the on-line word-of-mouth differed between two films. Success or failure of the box office depended on the directionality of the on-line word-of-mouth, which means that success of the box office would be affected most by the positive on-line word-of-mouth. Third, the box office of the films were decisively affected by story, original novel, acting and casting in terms of core attributes of the film contents, cultural code and photographing in terms of their peripheral attributes, and word-of-mouth/criticism, trailer, poster and preview in terms of their communicational attributes. Fourth, as a result of analyzing the emotional factors affecting the box office of the films, it was found that touching was the most influential emotion. And the higher the frequencies of such reponses as expected , and satisfied before and after viewing a film and expressions of intention of viewing the films were, the film would be likely to be successful in the box office. But there were not much advices uploaded onto the on-line bulletin boards, which are not well acquainted with the netizens, unlike in the case of the traditional off-line word-of-mouth. This study examined what contents prevailed in the on-line word-of-mouth and what factors affected the box office of the films, assuming that Internet and word-of-mouth combined were very important. In addition, this study may be significant in that it analyzed the contents of the on-line comments and reviews to suggest the contents of on-line word-of-mouth for successful box office and propose the factors which should be taken into consideration when a film would be planned and thus, provide for some basic data helpful for film planners to use effective and scientific film marketing strategies.

참고문헌 (Reference)

1 이상모, "한국영화의 흥행변수별 트랜드 분석 연구-2000년대 전반기 흥행작품을 중심으로" 중앙대학교 대학원 2008

2 유현석, "한국영화의 흥행 요인에 관한 연구제작 관련 변수를 중심으로" 한국언론학회 46 (46): 6-213, 2002

3 임성준, "한국 영화의 흥행성과 결정요인에 관한 통합적 연구" 336-362, 2005

4 김은미, "한국 영화의 흥행 결정 요인에 관한 연구" 한국언론학회 47 (47): 8-220, 2003

5 김성훈, "제품 관여도 및 제품 지식에 따른 온라인 구전정보 활용 연구" 한국광고학회 14 (14): 257-280, 2003

6 이은영, "온라인 환경에서의 정보특성이 구전효과에 미치는 영향에 관한 연구 : 소비자 제품지식의 조절효과를 중심으로" 한국광고학회 16 (16): 145-171, 2005

7 김수연, "온라인 구전정보가 영화선택에 미치는 영향-영화유형에 따른 기대를 중심으로" 연세대학교 대학원 2005

8 성영신, "온라인 구전정보가 관람 의도에-‘기대’를 중심으로" 한국방송광고공사 57 : 31-52, 2002

9 홍성태, "온라인 구전 마케팅에 대한 이해와 그 활용전략에 대한 연구" 1-15, 2004

10 김기태, "영화흥행을 위한 마케팅" 삶과 꿈 205-221, 1997

11 김용, "영화의 관람 전 태도형성요인과 관람만족의 선행 및 결과 변수에 관한 연구" 전주대학교 대학원 2006

12 김태준, "영화시장에서 광고효과 검증에 관한 연구 : 추석시즌을 중심으로" 추계예술대학교 대학원 2003

13 오상미, "영화관련 구전 커뮤니케이션 공간으로서 인터넷 게시판의 메시지 분석-영화유형과 흥행관련 변수와의 관계성을 중심으로" 연세대학교 대학원 2005

14 염희영, "영화관람 행위에 미치는 정보원의 영향력에 관한 탐색적 연구: 오프라인(off-line)구전과 온라인(on-line)구전을 중심으로" 단국대학교 대학원 2004

15 육정학, "영화관람 동기에 관한 연구" 중앙대학교 1996

16 김형석, "영화 콘텐츠 비즈니스" 문지사 2001

17 최관호, "영화 상품의 흥행 결정 요인에 대한 연구 : 관객의 구매 의사 결정 과정을 중심으로" 서울대학교 대학원 1999

18 류설리, "스타급 배우·감독의 인적네트워크가 흥행에 미치는 영향 : 1998-2007 한국영화를 중심으로" 강원대학교 대학원 2009

19 양윤, "구전 커뮤니케이션이 소비자 태도변화에 미치는 영향" 11 (11): 7-34, 2000

20 이종철, "관객의 영화선택 지각에 영향을 미치는 마케팅 변수에 관한 연구" 한국영화학회 (23) : 293-330, 2004

21 R. S, Teri, "the Role of Involvement and Opinion Leadership in Consumer Word of Mouth: an implicit model made explicit" 15 : 32-36, 1987

22 B. L. Bayus, "Word of Mouth: The Indirect Effect of Marketing Effects" 25 (25): 31-39, 1985

23 J. M. Linton, "The Application of Consumer Information Acquisition Approach to Movie Selection. in: Current Research in Film: Audiences, Economics and Law" AblexPublishing Coporation 24-45, 1988

24 R. M. Schinder, "Published word of mouth: referable, consumer-generated information on the internet, Working Paper" 2002

25 M. L. Rinchins, "Negative word-of-mouth by dissatisfied consumers: A pilot study" 47 : 68-78, 1983

26 C. Levene, "Marketing Art Films to College Students, Working Paper" The Warton School, University of Pennsylvania 1992

27 V. Mahajan, "Introduction stratagem for new products with positive and negative word-of-mouth" 30 : 1389-1404, 1984

28 B. Barbara, "Internet Forms as Influential Sources of Consumer Information" 15 (15): 31-40, 2001

29 Schindler, "Internet Forms as Influential Sources of Consumer Information" 15 (15): 31-40, 2001

30 A. A. Bruce, "Film Attendance: Why College Student Chose to See Their Most Recent Fillm" 9 : 43-49, 1981

31 H. T., Thorsten, "Electronic word of mouth via consumer-opinion platforms: what motives consumers to articulate themselves on the Internet?" 17 (17): 452-462, 2004

32 F. Ronald, "Effect of Media Advertising and Other Sources on Movie Selection" 61 (61): 371-377, 1984

33 N. Ramya, "Consumer Choice Process for Experience Goods: An Economic Model Analysis" 36 (36): 373-386, 1999