온라인 매체와 댓글에 따른 영화 구전의도 및 관람의도에 관한 연구

Title
온라인 매체와 댓글에 따른 영화 구전의도 및 관람의도에 관한 연구
Other Titles
A Study on the eWOM and Selecting Movie According to Online Media and Replies
Authors
임규건
Keywords
Online Replies; Word of Mouth; e-WOM; Positive Reply; Negative Reply; SNS; Facebook
Issue Date
2015-06
Publisher
한국IT서비스학회
Citation
한국IT서비스학회지, v. 14, NO 2, Page. 177-193
Abstract
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.
URI
http://scholar.dkyobobook.co.kr/searchDetail.laf?barcode=4010024423095http://hdl.handle.net/20.500.11754/25142
ISSN
1975-4256
DOI
http://dx.doi.org/10.9716/KITS.2015.14.2.177
Appears in Collections:
GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > ETC
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