대중음악시상식 심사단 유형에 따른 효과 차이 = The Effect of Types of Jury in Popular Music Awards

다국어 초록 (Multilingual Abstract)

Awards are general phenomenon in most industries. Awards provide the winners with money and fame or other benefits. More important, it may support a signal of quality which can be used as a marketing tool. Awards have an important role especially in the cultural industries, because cultural products are experiential goods and the quality of cultural products is evaluated subjectively. Experts and end consumers in cultural industries are known to make different evaluations on quality of cultural products, for their backgrounds and educational levels. We focus on popular music awards and build hypotheses that the composition of the jury is an important determinant of the effectiveness of awards. The hypotheses say that the image of awards will be greater when jury are composed of experts than the jury composed of general public, however, the attitude and purchase intension for winner songs will be higher when jury are composed of the public than the jury composed of expert. We design an experiment to test the hypotheses and 156 college students participated. The experimental result shows that the image of award is more positive when the award winner is selected by a jury composed of experts than when the awards winner is selected by a jury composed of end consumers. On the other hand, the attitude to winner song is more positive when the judges are general consumers than when judges are experts but the hypothesis about the purchase intension to winner song is not supported. This study has following contributions. First, it provides useful implications to award managers. The effect of awards is different depending on judges. It means that managers have to compose the right judges by the objective of awards. If an award seeks public confidence, the jury consisted of experts will be more effective, while judges composed of general consumers are more effective if the objective of awards is for attracting the interest of the public. Second, today the number of researches on cultural product is increasing, but many of them focus on visible phenomena, not causality, for instance why consumers in cultural industries behave differently. This study tries to provide theoretical explanation on the difference of experts and general public in cultural industries by sociological studies. Also, it has a theoretical contribution to advertising research. Many advertising studies premise the assumption that advertisement has effects on brand image and the brand image relates to purchase intention. However, our experimental result implies the other possibility: brand image is not positively correlated to the purchase intension in cultural industries. If it is, the advertising strategy of popular music or motion picture must be reconsidered. This study has a limitation: the finding cannot be generalized to the whole cultural product for it focuses on popular music awards. Consumers of popular music can be different from them of classical music or ballet: the latter is more likely to depend on experts` opinion for quality judgement. It is expected that further studies will test the hypotheses of this study in other cultural industries and identify the difference.

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