국내 영화관람객의 영화 소비 행동 영화관람 집단별 관랍동기, 선택기준,의존미디어,선호장르의 비교 = Moviegoers' Movie Consuming Behavior : Differences in Motive, Evaluation, Source of Information and Preferred Genre among Three Groups

다국어 초록 (Multilingual Abstract)

This paper examines moviegoers’ movie consuming behavior based on secondary data obtained from the Korean Film Commission(2000, 2001, 2002). This paper describes research conducted to explain the differences in movie consuming behavior among heavy, moderate and light moviegoers in relation to four dimensions: motive, evaluation, source of information and preferred genre for moviegoers. The aim of this paper was to identify to what extent heavy, moderate and light moviegoers differed in terms of these four dimensions. To explore group differences, chi-square test and ANOVA were used. Chi-square tests provide empirical evidence that only motives for moviegoing and sources of movie information differ by the degree of movie consumption. In addition, result of ANOVA did not yield significant results regarding degree of movie evaluation by three moviegoers’ group.