온라인 매체와 댓글에 따른 영화 구전의도 및 관람의도에 관한 연구

• 영문명: A Study on the eWOM and Selecting Movie According to Online Media and Replies
• 발행기관: 한국IT서비스학회
• 저자명: 여등승(Deng sheng Yu) 임규건(Gyoo Gun Lim)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제14권 제2호, 177~193쪽, 전체 17쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2015.06.30

영문 초록

A great number of customers, who want to watch movies usually check out online reviews before choosing what to watch a movie. The most representative online media that customers consult are portal sites and SNS (Social Network Service). Although there have been numerous studies on online eWOM (e-Word of Mouth) and the effects of online media in businesses, it remains a question that which media is best for WOM (Word of Mouth) when selecting movies. This research examines customer's intention for consulting eWOM and for watching movies according to the number and tendency of online replies. We have compared portal sites and SNS about information of movie. The study shows that a large number of positive replies can affect the intention for WOM and choosing movies. Facebook has more influence than portal sites when choosing what to watch when replies consist of large and positive comments. However, there is no difference between the two types of media when they consist of negative comments.

목차

Abstract

1. 서론

2. 이론적 배경

3. 연구모형 및 가설

4. 연구방법

5. 연구의 실증분석

6. 결론

References

키워드

Online Replies Word of Mouth(e-WOM) Positive Reply Negative Reply SNS Facebook