영화의 관람 전 태도형성요인과 관람만족의 선행 및 결과변수에 관한 연구 = (The) study for factors of forming the attitude before watching movie and antecedents as well as consequences of satisfaction of watching

다국어 초록 (Multilingual Abstract)

The Korean filming industry has grown up in quantitative and quality since 1998, after the economic crisis, and created the "Hallryu : Korean Wave" in the Asian countries with playing a pivotal role in the filming industry with bearing of efforts that are expanding and effecting the trends of filming Renaissance times.
The previous studies about the movie mainly focus on examining the antecedents of success using secondary data. But the results from these studies are mixed. So, the goal of this study is to suggest factors of forming attitude to predict movie success before watching movie and variables of explaining customer satisfaction after watching. For achieving these goals, theoretical and empirical studies were executed.
The distinguishable characteristics of filming industry is considered as short life cycle, high risk vs. high profit as starting up venture, One-Source & Multiple-use contents business, and needs of restricted presentation space, fixed ticket price and fixed additional productive cost, economical effectiveness.
The irregularity variables are interacted with each other, which causes the forecasting upcoming difficult, and consequently influencing the sense of viewer to address in main position of political, economical, social, cultural area.
Many of the particularities of filming would be classified as value added product, and popularity of product, as well as productive. That is directly linked to commercial high involvement service aspects for the viewers than the meaning of value that the art should provide, and is experience goods which should be evaluated by after watching.
The filming is usually accommodated by the popularity in common and general understanding which carries out the entertainment to the popularity with a brand and trend in society, and enjoying the dedicated theater space with delivering the communication.
Although the film industry is one of most exciting and informative business, the featured motion pictures requires high amount of investment, and it is absolutely depending on a small number of people, such including a director and famous player, writer, are the key to the success as typical form of project business.
The theatrical marketing should be developed by a reflection of an individual's preferences with needs, and continuously carrying out the attention of the individual's appreciation. To build the better understanding and bringing the royalty, in order to uprising the profit out of it, is the main purpose of the investigation.
For proceeding about the research, this paper presents overall viewer's reaction that including the experiencing in both preceding factors of the viewer's satisfaction and result factors that after the view's behavior.
【Research question 1】of this study is to suggest factors of forming attitude before watching movie. The results provide that the awarding a prize of characteristic player was significant factor, however, producer's high ranking of run experience and writer's awarding' a prize were insignificant in relation to personal factors. And the result shows that congruency of genre was positively, but the high production cost was negatively related to the attitude in relation to product factors.
Next, the favor of preview ad for the film positively influenced the attitude before watching, but favor of advertising and web site was insignificant. And positive evaluation of reference group such as friends and family was positively influenced, but evaluation of filming specialist or internet was insignificant. These results mean that the word of mouth of friend or relative is the primary factor for the viewer's choice.
【Research question 2】of this study is suggest variables of explaining customer satisfaction after watching. The results of research question 2 are as follows. First, the expected hedonic value influenced the perceived hedonic value and expected utilitarian value influenced the perceived utilitarian value positively. These resulted in prevention of cognitive dissonance and ensuring the satisfactorily of assimilation.
Second, perceived hedonic value influenced the hedonic expected congruence, perceived utilitarian value influenced positively. On other hand, perceived hedonic value and perceived utilitarian value didn't influence significantly. It seems that the path of perceived hedonic/ utilitarian value→satisfaction of watching was insignificant because the path of perceived hedonic value→hedonic expected congruency→satisfaction of watching was very strong. The hedonic expected congruence influenced positively, utilitarian expected congruence didn't influence significantly. These results imply that the hedonic expected congruence is positively influencing the satisfaction and reveals the film is the hedonic product.
Third, satisfaction influenced positively the attitude after watching and intention of word of mouth. From the these results, this study shows that the viewer' s positive attitude is formed by the satisfaction and the intention of word of mouth is formed without the path of attitude after watching.
Finally, attitude before watching influenced expected hedonic/utilitarian value, attitude after watching influenced intention of word of mouth positively. Factors of forming the attitude before watching influenced expectation, performance, hedonic/utilitarian expected congruence, and satisfaction influenced attitude and the intention of a word of mouth.
In conclusion, this study provides integrated framework understating movie consumer behavior by investigating factors of forming the attitude before watching and antecedents as well as consequences of satisfaction of watching. These results could be a important mechanism for an enhancement of the filming industry.

목차 (Table of Contents)

• 목차
• 제1장 서론 = 1
• 제1절 연구배경 및 목적 = 1
• 1. 연구배경 = 1
• 2. 연구목적 = 4
• 제2절 연구방법 및 구성 = 6
• 1. 연구방법 = 6
• 2. 연구의 구성 = 7
• 제2장 이론적 배경 = 10
• 제1절 영화산업 및 마케팅에 관한 연구 = 10
• 1. 영화산업과 영화제품의 특성 = 10
• 1) 영화산업의 특성 = 10
• 2) 영화제품의 특성 = 16
• 2. 영화마케팅에 관한 연구 = 29
• 1) 영화마케팅 연구 = 29
• 2) 영화소비자 연구 = 36
• 3) 영화흥행요인에 관한 선행연구와 한계점 = 44
• 제2절 영화관람 태도형성 요인에 관한 연구 = 63
• 1. 태도의 개념 및 선행연구 = 63
• 1) 태도의 개념 = 63
• 2) 태도의 선행연구 = 65
• 2. 관람 전 영화에 대한 태도형성 요인 = 69
• 1) 영화속성 요인 = 74
• 2) 영화정보 요인 = 84
• 제3절 관람만족의 선행 및 결과변수에 관한 연구 = 95
• 1. 만족에 관한 연구 = 95
• 1) 만족의 개념 = 95
• 2) 만족 개념의 구성요소 = 98
• 3) 만족의 측정 = 101
• 4) 만족의 선행연구 = 103
• 2. 관람만족의 선행변수에 관한 연구 = 107
• 1) 기대 = 107
• 2) 성과 = 110
• 3) 가치와 관람가치 = 113
• 4) 기대일치성 = 122
• 3. 관람만족의 결과변수에 관한 연구 = 124
• 1) 관람 후 영화에 대한 태도 = 124
• 2) 구전의도 = 128
• 제3장 연구모형 및 가설설정 = 144
• 제1절 연구모형 = 144
• 1. 【연구문제-1】의 모형 = 144
• 2. 【연구문제-2】의 모형 = 145
• 제2절 연구가설의 설정 = 146
• 1. 관람 전 영화태도 형성요인 : 【연구문제-1】 = 146
• 1) 인적요인과 관람 전 영화태도간 관계 = 146
• 2) 제품요인과 관람 전 영화태도간 관계 = 148
• 3) 촉진요인과 관람 전 영화태도간 관계 = 149
• 4) 평가요인과 관람 전 영화태도간 관계 = 152
• 2. 영화관람 만족의 선행 및 결과변수 : 【연구문제-2】 = 156
• 1) 기대된 관람가치의 영향 = 156
• 2) 지각된 관람가치 및 기대일치의 영향 = 157
• 3) 영화관람 만족의 영향 = 159
• 4) 영화관람 태도의 영향 = 161
• 제4장 실증분석 = 163
• 제1절 자료의 수집 및 분석방법 = 163
• 제2절 변수의 정의 및 측정 = 165
• 1. 관람 전 영화에 대한 태도형성요인 = 165
• 1) 영화속성 요인 = 165
• 2) 영화정보 요인 = 166
• 2. 관람만족 = 168
• 3. 관람만족 선행요인 = 169
• 1) 관람 전 태도 = 169
• 2) 관람가치 = 170
• 3) 기대 = 171
• 4) 성과 = 172
• 5) 쾌락적/실용적 기대일치 = 172
• 4. 관람만족의 결과변수 = 173
• 1) 관람 후 태도 = 173
• 2) 구전의도 = 174
• 제3절 분석결과 = 175
• 1. 응답자 특성분석 = 175
• 2. 척도의 정제 = 180
• 1) 신뢰성 분석 = 180
• 2) 확인요인분석 = 181
• 3. 가설 검정 및 논의 = 184
• 1) 관람 전 영화태도 형성요인 : 【연구문제-1】 = 184
• 2) 영화관람의 선행 및 결과변수 : 【연구문제-2】 = 195
• 제5장 결론 = 201
• 제1절 연구결과의 요약 = 201
• 제2절 연구의 공헌점 및 시사점 = 206
• 1. 이론적 공헌점 = 206
• 2. 실무적 시사점 = 208
• 제3절 연구의 한계 및 향후 연구방향 = 210
• 참고문헌 = 213
• ABSTRACT = 248
• 설문지 = 252