영화의 기대감정과 영화관람행동연구

다국어 초록 (Multilingual Abstract)

Abstract

Anticipated Emotions for Films and Spectators' Behaviors

Since invention of Cinématographe by Lumière brothers in 1895, cinema, as a product of technology born in the industrial age, has played important roles for about 120 years in various fields including but not limited to culture for mass and art, called sometimes as art and some other times simply as an item of enjoyment bewitching the mass of the people.
Even in the sector of business administration, cinema has been the object of studies in full recognition of its economic value with a particular focus on the factors of success and achievement of box-office films. In fact, however, there have yet been not enough studies on what attracts people to select movies and by what viewers' intention to watch movies is affected.
Cinema is a hedonic goods and, at the same time, experience goods which is left widely open to selection. This is why spectators used to foster anticipatory emotions toward certain movies thanks to the information carried on various media and come to their final choice to watch any of them. Cultivation of such anticipated emotions toward a movie before release is very significant even in the sense of marketing management for movies, particularly in that the result during the first 3 days after release of a movie may determine its remaining life span and the movie industry, characteristically, has a limited distribution channel, that is movie theaters.
This study is aimed at investigating in what way movie goers select and decide a movie to watch in an attempt to provide suggestions for film marketing from the academic viewpoint with attention paid to the anticipated emotions for films.
For this aim, the purpose of watching movie was classified into 4 categories by consumption typology, and types of emotions were further divided by purpose of watching movie. <study1> and <study2> were conducted to find what effects such purpose exerted upon selection of movies and watching manner of spectators.
As a result of the <study1>, it was possible to roughly classify the types of emotions sought after for a movie into 'lovely', 'cheerful', and 'surprising'. The type of emotion 'lovely' embraces such sentiment as being impressed, happy and pathetic while 'cheerful' entails pleasure and extreme delight and 'surprising' conveys sense of amazement and excitement.
The types of anticipated emotions turned out to differ depending on the purpose of watching movie. Emotion of 'cheerful' type is pursued in case of movie going for purpose of pleasure seeking and united consumption while emotion of 'surprising' type is sought after in case of movie going for purpose of divided consumption. But 'lovely' type is not signifiant.
Selection of genre was found to depend on the type of emotions sought after. When one pursued 'cheerful' type of emotion, genres of action, SF/phantasy/chivalry and comedy were favored but, when 'surprising' type of emotion was pursued, genres of action, SF/phantasy/chivalry and crime/investigation/ mystery/thriller were preferred. In case of 'lovely' emotion was pursued genre of romantic comedy and soap opera.
Information of actors provided before watching movies was found to exert effects upon the anticipated emotion for films, but the type of 'surprising' emotion as final anticipated feeling of individual movie was found to be correlated negatively with 'lovely' emotion.
In sum, it became obvious that the type of watching movie as well as the sentiment sought after for it depends on the purpose of watching movie. It was also evident that selection of genre and individual movie is dependent on the purpose of movie watching.
From the <study2>, it was verified that the anticipated emotion didn't affect directly expectation of achieving the purpose of watching movie but affected the extent of emotional belief strength with the movie which, in turn, affected expectation of achieving the purpose of watching movie as well.
Out of the film's informations provided before watching movie, the practical informations about actors and stories proved to be significant influential variables affecting the extent of emotional belief strength for a movie as well as the pursue of purpose by means of movies.
Moreover, informations about the stories of movies were known to have influence upon the extent of emotional belief strength as well as upon the extent of expectation to achieve the goal of watching movie.
Finally, it was found that the extent of emotional belief strength with movies as well as the extent of pursuing the purpose of watching movies affected the practical will to watch movies that, in turn, affected the behavior of watching movie as well.

목차 (Table of Contents)

• 목 차
• Abstract
• I. 서론 1
• 1. 연구의 배경 1
• 2. 연구의 목적 5
• 3. 연구의 구성 7
• II . 이론적 배경 및 가설설정 8
• 1. 영화의 특성 8
• 2. 영화와 감정 11
• 2.1 감정의 정의 11
• 2.2 감정연구의 접근방법 12
• 2.2.1 감정의 범주 12
• 2.2.2 감정의 차원 13
• 2.3 감정측정 방법 15
• 2.4 감정분류에 대한 선행연구 고찰 17
• 2.4.1 심리학 분야에서의 감정분류 18
• 2.4.1.1 보편적 감정 18
• 2.4.1.2 감정의 차원 20
• 2.4.2 광고 분야에서의 감정분류 22
• 2.4.2.1 Edell and Bruke(1987)의 연구 22
• 2.4.2.2 Aaker et al.(1988)의 연구 23
• 2.4.2.3 Batra and Holbrook(1990)의 연구 24
• 2.4.3 소비자행동 분야에서의 감정분류 24
• 2.4.3.1 Richins(1997)의 CES 25
• 2.4.3.2 이학식, 임지훈(2002)의 CREL 26
• 2.4.4 정서 단어를 통한 감정 분류 28
• 2.5 영화소비에서 느껴지는 감정 30
• 2.6 영화의 기대감정 32
• 3. 영화소비목적유형 35
• 3.1 소비목적유형 35
• 3.2 영화소비목적유형의 분류 37
• 3.3 영화소비목적유형과 기대감정 40
• 4. 영화장르 41
• 4.1 장르의 특성 41
• 4.2 장르의 분류 기준 42
• 4.3 영화장르의 분류 43
• 4.4 영화장르와 기대감정 47
• 5. 영화실행요소 ·49
• 5.1 영화실행요소의 분류 49
• 5.2 영화실행요소와 기대감정 51
• 6.영화관람행동과정 53
• 6.1 영화관람행동의 영향요인 53
• 6.1.1 선택 영화별 최종기대감정 53
• 6.1.2 영화실행정보의 적합성 53
• 6.2 관객의 영화관람행동을 유도하는 요인 54
• 6.2.1 감정신념강도 54
• 6.2.2 소비목적달성기대 55
• 6.2.3 실천적 관람의지 57
• III. 연구의 설계 및 변수의 측정 60
• 1. <study1 60
• 1.1 <study1>의 구성 60
• 1.2 <study1>의 변수의 측정 62
• 1.2.1 소비목적 측정을 위한 시나리오 개발과 측정 62
• 1.2.2 감정측정을 위한 감정목록 개발과 측정 64
• 1.2.3 장르의 제시 69
• 1.2.4 개별 영화선정과 제시 70
• 1.2.5 영화실행정보의 적합성 측정 71
• 2. <study2 72
• 2.1 <study2>의 구성 72
• 2.2 <study2>의 변수의 측정 74
• 2.2.1 감정신념강도의 측정 74
• 2.2.2 소비목적달성기대의 측정 75
• 2.2.3 영화소비에 대한 실천적 관람의지 측정 75
• 2.2.4 관객의 영화관람행동 측정 76
• IV. 결과 분석 77
• 1. 자료수집 77
• 2. 응답자 특성 77
• 3. <study1>의 분석결과 78
• 3.1 가설H1의 검증 78
• 3.2 가설H2의 검증 84
• 3.3 가설H3의 검증 90
• 4. <study2>의 분석결과 94
• 4.1 <study2>의 연구모형설정 94
• 4.2 신뢰성과 타당성 평가 96
• 4.3 <study2>의 가설검증 98
• 4.3.1 연구모형의 적합도 평가 98
• 4.3.2 가설검증결과 101
• V. 결론 104
• 1. 연구의 요약 104
• 2. 연구의 시사점 107
• 3. 연구의 한계와 향후 연구에 대한 제언 109
• 참고문헌 112
• 부록1 : <시나리오> 126
• 부록2 : <설문지> 128