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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 49, No. 6, pp.1575-1594
ISSN: 1226-1874 (Print)
Print publication date 31 Dec 2020
Received 08 Jun 2020 Revised 17 Aug 2020 Accepted 02 Sep 2020
DOI: https://doi.org/10.17287/kmr.2020.49.6.1575

온라인 리뷰 특성이 영화 매출액에 미치는 영향: 한국과 미국의 비교

Jungwon Lee ; Cheol Park
(First Author) Korea University d2ljw510@naver.com
(Corresponding Author) Korea University cpark@korea.ac.kr
The Effects of Online Reviews on Movie Sales: A Comparison of Korea and US


Copyright 2011 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION
This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

Companies are trying to improve the effectiveness of electronic word-of-mouth (eWOM) in markets with diverse cultural backgrounds. A few researchers have analyzed the cultural dimension that moderates the effectiveness of the eWOM, but there is a limitation that the cultural dimension is limited to the cultural dimension of Hofstede such as individualism-collectivism and avoidance of uncertainty. In particular, the discussion of cultural differences for eWOM variance is limited. Against this background, this study analyzed the role of cultural characteristics to moderate the effects of eWOM characteristics in the film industry. For empirical analysis, review data and sales data were collected for the film industry in Korea and the United States, and finally 10,371 data were analyzed by OLS regression analysis. In addition, a robustness test was conducted through the propensity score matching method. As a result of the analysis, the positive effects of eWOM characteristics were found to be reinforced in Korea compared to the United States.

Keywords:

International marketing, online review, eWOM, Cultural Comparison, Film Industry, Korea, USA

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∙ The author Jungwon Lee is a Ph.D. Candidate of Corporate Management at Korea University and an Instructor at Sungsnin Women’ University and Dankook University. He received his B.B.A in International Business from Chungbuk National University and M.S in e-business from Korea University. His research interests include online word-of-mouth and digital marketing, and he has published papers in Korean Management Review, Korean Marketing Review, Journal of IT Service, and Information Systems Research.

∙ The author Cheol Park is a Professor of Global Business at Korea University Sejong. He received his B.A. in Economics, M.B.A. and Ph.D. in Business Administration from Seoul National University. He had worked for Samsung as assistant manager of global marketing team before joining academic area. He has been a visiting scholar at Vanderbilt University, University of Hawaii, Mongolia International University, and University of Jinan in China. His research interests include digital marketing and cross-cultural studies. He has published papers in influential journals such as International Marketing Review, Journal of Interactive Marketing, International Journal of Information Management, and Journal of Business Research.