드라마 산업의 마인드 셋(MindSets) 탐구 = 온라인 드라마 커뮤니티와 스타(Stars)의 합주(合奏)

다국어 초록 (Multilingual Abstract)

In spite of its significance, drama industry has not received much attention from management researchers. There are very few studies of drama industry to date and even fewer that directly address the managerial issues confronting producers in the industry. The explanation for this neglect is rooted in how management scholars regard entertainment industries. Drama industry is clearly different from most other industries: Its products evoke intensely private experience, and they tap values and aspirations that are neither utilitarian nor commercial. Therefore, understanding the audiences’ mindsets is an important ingredient in understanding the drama industry. Rather than focusing on the contents or the audiences’ characteristics, this study examines the process of decision-making for viewing drama, which is rare in previous researches. As dramas are experience products, audiences find it difficult to judge their pre-consumption quality. According to prior research on decision-making, audiences’ information on a specific drama is the most important factor they consider in deciding to view the drama. The arguments presume that audiences should have stored some information about the drama by their own experience or through the help of others (vicarious experience). To decide whether to view a particular new drama, audiences often rely on information provided by online drama community (ODC). ODC is likely to be especially important for audiences because it offers vicarious experience on sensory aspects not conveyed by tangible attributes. Participating in an ODC provides audiences with opportunities to share their passionate feelings and tastes. The audiences also discuss the content of dramas’ thematic categories, meanings, and overall quality. The assessment of specific dramas can easily be disseminated to the offline communities to inform other like-minded audiences because they perceive the online community members’ comments on the drama as credible information. Thus, online world-of-mouth (WOM) can reach limitless individuals, making it a far more powerful weapon against producers than traditional WOM, which is likely to only reach a small number of friends or family. Prior research has not investigated the influence of that factor on the performance of an individual drama. To fill the research gap, this study investigates the influence of ODC on drama ratings. In deciding whether to watch a specific drama, audiences try to estimate the magnitude of enjoyment they are likely to obtain from viewing that drama. The greater the expected enjoyment, the higher the likelihood of viewing that specific drama. One of the most important factors that can be considered in estimating a drama’s enjoyment value is its featuring of stars. There is a greater possibility of viewing a drama if an audience likes its actors/actresses. The liking of specific actors/actresses presumes that an audience has somewhat stored information about them in his/her memory. Usually, the audience is likely to have clear expectations about dramas with stars because past information on the stars provides a basis for one’s expectations and attitudes. However, empirical results of the influence of star power on a drama’s performance are conflicting. The lack of a star-power effect has been reported on several studies. Mixed results about the impacts of stars on drama are possible because the audience’s possible negative word-of-mouth might mitigate the influences of star power on a drama’s performance. The mixed results suggest that audiences’ reliance on star power would vary depending upon the availability of complementary information on the drama. Audiences with experience on the stars want to ascertain their judgment on the drama viewing by complementing the information about the drama attributes from outside sources like ODC. Also, audiences who have gained knowledge about a specific drama from ODC tend to be more assured if they have stored knowledge on stars

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