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대중음악시상식 심사단 유형에 따른 효과 차이

The Effect of Types of Jury in Popular Music Awards

고정민|안성아
한국소비자학회 (Korean Society Of Consumer Studies)|2010.12|소비자학연구 (Journal of Consumer Studies)|제21권 제4호|pp. 71-87

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참고문헌

키워드

전문가광고효과광고모델advertising effectexpert음악산업music industryawards시상식
주제분류경제학

초록

시상식은 모든 산업에서 보편적인 현상이 되었다. 시상식에서 성과를 거둔 상품은 소비자들에게 품질의 시그널이 되므로 중요한 마케팅 도구로 활용될 수 있다. 문화산업에서 시상식의 중요성은 더 크다. 이는 문화상품이 경험재라는 점과 소비자들의 품질 평가가 주관적이라는 점에 기인한다. 특히 전문가의 품질 평가는 일반인의 평가와 상이한 양상을 보이는데, 이는 전문가들이 성장배경이나 전문교육 등을 통해 다른 문화적 취향을 획득하게 되었기 때문으로 기존 문헌들은 설명하고 있다. 본 연구는 대중음악 시상식에 초점을 맞추고, 대중음악시상식의 판정단이 전문가인가 일반인인가에 따라 시상식의 이미지와 수상곡에 대한 태도 및 구매의향이 차이가 있는지 실험을 통해 알아보았다. 결과적으로 전문가 심사단으로 구성된 시상식이 일반인 심사단으로 구성된 시상식보다 시상식 이미지 면에서 더 높은 평가를 받았다. 그러나 수상곡에 대한 태도에 있어서는 일반인 심사단으로 구성된 시상식이 전문가 심사단으로 평가되는 시상식보다 더 높은 점수를 받았다. 위 연구결과는 시상식의 수상자 선정방식에 따라 시상식의 효과가 달라짐을 보여준다. 이는 시상식의 목표에 따라 수상방식이 달라져야 함을 의미하는데 즉, 대외적으로 공신력 있는 시상식 개최가 목표라면 전문가 심사단을 활용하는 것이 효과적이고 수상곡에 대한 소비자들의 관심을 끌어 매출 증가가 목표라면 일반인 심사단이 더 효과적일 것이다. 본 연구는 한류의 확산을 위해 문화 관련 시상식 기획에 관심이 높아지는 시점에 유용한 시사점을 제공한 의의가 있다

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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