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korean management review - Vol. 48 , No. 2
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korean management review - Vol. 48, No. 2, pp. 341-360
Abbreviation: kmr
ISSN: 1226-1874 (Print)
Print publication date 30 Apr 2019
Received 21 Aug 2018 Revised 07 Jan 2019 Accepted 11 Jan 2019
DOI: https://doi.org/10.17287/kmr.2019.48.2.341

The Effects of Valence and Variance of eWOM on Movie Sales Consideing the Moderation Effect of eWOM of Rival Movies
JungWon Lee* ; Cheol Park**
*Doctoral Student, Department of Corporate Management, Korea University, First Author
**Professor, College of Global Business, Korea University, Corresponding Author

온라인 구전의 방향성과 분산이 영화매출에 미치는 영향: 경쟁영화 온라인 구전 특성의 조절효과를 중심으로
이중원* ; 박철**
*(주저자) 고려대학교 대학원 기업경영학과 박사과정 (d2ljw510@naver.com)
**(교신저자) 고려대학교 융합경영학부 교수 (cpark@korea.ac.kr)
Abstract

eWOM is one of the most important channels for consumers to gain knowledge on products, and is more reliable than marketing information provided by corporate. The previous studies on eWOM mainly analyzed the effect of eWOM valence and variance on consumer decision making. They also have considered variables such as product type and cultural difference that moderate the eWOM and sales. However, there is limited research that examines the moderating effect of the eWOM of rival product. This study we examined the impact of eWOM valence and variance on sales in movie industry, and analyzed the moderation effect of eWOM of rival movies between eWOM and movie sales. We collected data for 45 days in 112 movies in Korea, and analyzed 4,487 data through multiple regression analysis. As results, the eWOM valence and variance have positive effects on movie sales. In addition, the positive eWOM valence effect of rival movies weakened the positive eWOM effect on movie sales. On the other hand, the positive eWOM effect on movie sales increased as rival movie number increased.

초록

온라인 구전은 소비자가 제품에 대한 지식을 얻는 가장 중요한 채널 중 하나로 기업이 제공하는 마케팅 정보보다 신뢰도가 높다. 학계에서도 온라인 구전에 대한 다양한 연구들이 보고되고 있다. 선행연구들은 온라인 구전의 양과 방향성이 소비자 행동에 미치는 영향과, 이러한 관계를 조절하는 제품유형, 문화적 차이 등의 요인을 분석하였다. 하지만 경쟁영화의 구전특성의 조절효과를 살펴본 연구는 제한적이다. 이에 본 연구에서는 영화산업을 대상으로 온라인 구전 방향성과 온라인 구전의 분산이 영화 매출액에 미치는 영향을 분석하고, 이러한 관계를 조절하는 경쟁영화의 수와 경쟁영화의 구전 방향성의 조절효과를 분석하였다. 구체적으로 2017년 한국에서 개봉한 112개 영화의 45일 간 데이터를 수집하여 총 4,487개의 데이터를 다중회귀분석 방법으로 분석하였다. 연구 결과 온라인 구전 방향성과 구전의 분산은 영화매출에 긍정적인 효과가 있는 것으로 나타났다. 또한 경쟁영화의 온라인 구전 방향성이 긍정적일수록 영화의 구전특성이 매출액에 미치는 긍정적 효과가 약화되었으며, 경쟁영화의 수가 증가할수록 영화의 구전특성이 매출액에 미치는 긍정적 효과가 강화되었다.

Keywords: eWOM, eWOM Valence, eWOM Variance, Competition, Movie, Online Marketing
키워드: 온라인구전, 구전방향성, 구전분산, 경쟁사, 온라인마케팅, 영화
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• 저자 이중원은 고려대학교 디지털경영학과에서 e-비즈니스 전공으로 석사학위를 취득하였으며, 현재 고려대학교 기업경영학과 박사과정에 재학 중이다. 주요 관심분야는 E-Commerce, 온라인구전, 모바일마케팅 등이며, 한국IT서비스학회와 한국상품학회에서 우수발표논문상을 수상하였다.

• 저자 박철은 고려대학교 융합경영학부 교수로 재직하고 있으며, 서울대학교에서 경제학사, 동 대학원에서 경영학석사, 경영학박사 학위를 받았다. 미국 Vanderbilt University와 University of Hawaii에서 Visiting Scholar, 몽골 Mongolia International University와 중국 제남대학에서 Visiting Professor로 활동하였다. Journal of Interactive Marketing, Journal of Business Research, Industrial Marketing Management, International Marketing Review, 경영학연구, 마케팅연구, 소비자학연구 등에 논문을 게재하였다. 연구분야는 디지털환경에서의 고객행동 및 마케팅이다.

 
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