본문 바로가기
KERD
논문KCI 등재

영화산업에서 심리적 각성이 온라인 구전성과에 미치는 영향

The Effect of Psychological Arousal on Online Word-of-Mouth Performance in the Movie Industry

박철|이중원
서비스마케팅학회 (Service Marketing Association)|2019.12|서비스마케팅저널 (Services Marketing Journal)|제12권 제2호|pp. 31-43|DOI 10.22824/sma.12.2.201912.31

0

조회

0

다운로드

0

인용

0

참고문헌

키워드

영화각성ArousalReviewMovie리뷰온라인 구전Online word-of-mouth

초록

온라인 구전은 서비스 흥행에 중요한 결정요인으로 소비자행동과 온라인 구전 간에 다양한 연구가 보고 되고 있다. 그러나 대부분의 연구는 온라인 구전이 기업성과에 어떠한 영향을 미치는지에 집중하였을 뿐, 온라인 구전행동의 선행요인에 관해서는 상대적으로 연구가 제한적이었다. 특히, 구전행동의 선행요인을 다룬 연구들은 종속변수로 구전의도를 고려하였으나, 그 밖의 다른 구전성과에 관해서는 연구가 많지 않았다. 이러한 맥락에서 본 연구는 소비자의 각성 유형별 수준이 리뷰의 질적 성과에 미치는 영향에 주목하였다. 감정과 구전성과를 분석한 Berger and Milkman(2012)에 의하면 소비자의 심리적 각성은 구전 의도를 증가시키는 것으로 나타났다. 하지만 심리적 각성 수준이 높아질수록 소비자는 선택적 주의하며 인지적 사고가 제한된다. 이러한 인지적 자원의 제한은 소비자의 리뷰작성 과정에 영향을 미칠 수 있다. 본 연구에서는 양적성과인 구전비율과 질적 성과인 리뷰깊이, 리뷰의 논리성, 리뷰의 비속어 여부 등에 리뷰어의 각성 유형별 수준이 미치는 영향을 분석하였다. 데이터는 agoodmovie.com에서 영화 213개의 영화 분위기 정보를 수집하였으며, Fandango. com에서 해당영화의 리뷰 58,577개를 수집하였다. 종속변수는 LIWC 방법론을 활용하여 산출하였다. 분석결과 영화 분위기의 각성 유형별 수준이 높아질수록 리뷰 깊이와 리뷰의 논리적 표현이 감소하고 구전비율과 비속어가 증가하는 것으로 나타났다. 이러한 결과는 온라인 구전 전략에 실무적 시사점을 제공할 수 있다.

Abstract

Online word-of-mouth is an important determinant of service success, and various studies have been reported on the relationship between consumer behavior and online word of mouth. However, most of the studies focused on how online word-of-mouth affects corporate performance, and the research on the antecedents factors of online word-of-mouth behavior is relatively limited. In particular, studies dealing with the antecedents factors of wordof-mouth behaviors considered word-of-mouth intention as a dependent variable, but research on other performance variables is limited. In this context, this study focused on the impact of level of arousal type on the quality of reviews. The higher the level of psychological arousal, the more selective the consumer is and the more limited the cognitive thinking. This limitation of cognitive resources can affect the review process of consumers. This study analyzed the effect of reviewer's level of arousal type on the quantitative performance, word-of-mouth ratio, qualitative performance, review depth, review rationality, and proportion of profanity. Data collected 213 movie mood information from agoodmovie.com and 58,577 reviews of the movie from Fandango.com. The dependent variable was calculated using the LIWC methodology. As a result of analysis, as the level of arousal type increased, review depth and logical expression of review decreased, word-of-mouth rate and profanity increased. These results can provide practical implications for online word-of-mouth strategies.

참고문헌 (47)

  1. Baek, H., "Helpfulness of online consumer reviews : Readers' objectives and review cues", International Journal of Electronic Commerce, 17(2), pp.99~126 (2012)
  2. Baker, A. M., "Investigating how word-of-mouth conversations about brands influence purchase and retransmission intentions", Journal of Marketing Research, 53(2), pp.225~239 (2016)
  3. Berger, J., "Arousal increases social transmission of information", Psychological science, 22(7), pp.891~893 (2011)
  4. Berger, J., "Word of mouth and interpersonal communication : A review and directions for future research", Journal of Consumer Psychology, 24(4), pp.586~607 (2014)
  5. Berger, J., "Communication channels and word of mouth : How the medium shapes the message", Journal of Consumer Research, 40(3), pp.567~579 (2013)
  6. Berger, J., "What makes online content viral?", Journal of Marketing Research, 49(2), pp.192~205 (2012)
  7. Berger, J., "What drives immediate and ongoing word of mouth?", Journal of Marketing Research, 48(5), pp.869~880 (2011)
  8. Bjering, E., "An empirical investigation of self-selection bias and factors influencing review helpfulness", International Journal of Business and Management, 10(7), pp.16~ (2015)
  9. Bronner, F., "Vacationers and eWOM: Who posts, and why, where, and what?", Journal of Travel Research, 50(1), pp.15~26 (2011)
  10. Brooks, A. W., "Can Nervous Nelly negotiate? How anxiety causes negotiators to make low first offers, exit early, and earn less profit", Organizational Behavior and Human Decision Processes, 115(1), pp.43~54 (2011)
  11. Cheung, C. M., "What drives consumers to spread electronic word of mouth in online consumer-opinion platforms", Decision support systems, 53(1), pp.218~225 (2012)
  12. Chevalier, J. A., "The effect of word of mouth on sales: Online book reviews", Journal of Marketing Research, 43(3), pp.345~354 (2006)
  13. Chua, A. Y., "Understanding review helpfulness as a function of reviewer reputation, review rating, and review depth", Journal of the Association for Information Science and Technology, 66(2), pp.354~362 (2015)
  14. Daugherty, T., "Exploring consumer motivations for creating user-generated content", Journal of Interactive Advertising, 8(2), pp.16~25 (2008)
  15. Ekman, R., "Modified resin acids in the reaction zone of Fomes annosus-affected sapwood of Norway spruce" (1982), Åbo Akademi
  16. Feng, J., "Advertising: Stimulant or suppressant of online word of mouth?", Journal of Interactive Marketing, 25(2), pp.75~84 (2011)
  17. Forgas, J. P., "Affect, Cognition, and Social Behavior", pp.183~208 (1988)
  18. Gaertner, S. L., "The subtlety of White racism, arousal, and helping behavior", Journal of Personality and social Psychology, 35(10), pp.691~ (1977)
  19. Ghose, A., "Estimating the helpfulness and economic impact of product reviews: Mining text and reviewer characteristics", IEEE Transactions on Knowledge and Data Engineering, 23(10), pp.1498~1512 (2010)
  20. Godes, D., "Using online conversations to study word-of-mouth communication", Marketing Science, 23(4), pp.545~560 (2004)
  21. Gross, J. J., "Emotion elicitation using films", Cognition & emotion, 9(1), pp.87~108 (1995)
  22. Hawkins, I. I., "Such stuff as dreams are made on : Dream language, LIWC norms, and personality correlates", Dreaming, 27(2), pp.102~ (2017)
  23. Heilman, K. H., "The Neuropsychiatry of Limbic and Subcortical Disorders", pp.133~142 (1997)
  24. Hennig-Thurau, T., "Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet?", Journal of Interactive Marketing, 18(1), pp.38~52 (2004)
  25. Hong, H., "Understanding the determinants of online review helpfulness: A meta-analytic investigation", Decision Support Systems, 102, pp.1~11 (2017)
  26. Huang, A. H., "A study of factors that contribute to online review helpfulness", Computers in Human Behavior, 48, pp.17~27 (2015)
  27. Isen, A. M., "The influence of positive affect on decision-making strategy", Social Cognition, 2(1), pp.18~31 (1983)
  28. Ismagilova, E., "Perceived helpfulness of eWOM: Emotions, fairness and rationality", Journal of Retailing and Consumer Services (2019)
  29. Johnen, M., "When pushing back is good: the effectiveness of brand responses to social media complaints", Journal of the Academy of Marketing Science, pp.1~21 (2019)
  30. Keltner, D., "Handbook of social psychology" (2010)
  31. Lambourne, K., "The effect of exercise-induced arousal on cognitive task performance : a meta-regression analysis", Brain Research, 1341, pp.12~24 (2010)
  32. Lewinsohn, S., "Multi‐attribute choice and affect : The influence of naturally occurring and manipulated moods on choice processes", Journal of Behavioral Decision Making, 6(1), pp.33~51 (1993)
  33. Lewinsohn, S., "Multi‐attribute choice and affect : The influence of naturally occurring and manipulated moods on choice processes", Journal of Behavioral Decision Making, 6(1), pp.33~51 (1993)
  34. Li, X., "Self-selection and information role of online product reviews", Information Systems Research, 19(4), pp.456~474 (2008)
  35. Liu, A. X., "Agglomeration as a driver of the volume of electronic word of mouth in the restaurant industry", Journal of Marketing Research, 55(4), pp.507~523 (2018)
  36. Liu, A. X., "It's not just what you say, but how you say it : The effect of language style matching on perceived quality of consumer reviews", Journal of Interactive Marketing, 46, pp.70~86 (2019)
  37. Liu, Y., "Word of mouth for movies : Its dynamics and impact on box office revenue", Journal of Marketing, 70(3), pp.74~89 (2006)
  38. Lovett, M. J., "On brands and word of mouth", Journal of Marketing Research, 50(4), pp.427~444 (2013)
  39. Mano, H., "Risk-taking, framing effects, and affect", Organizational Behavior and Human Decision Processes, 57(1), pp.38~58 (1994)
  40. McHaney, R., "Using LIWC to choose simulation approaches : A feasibility study", Decision Support Systems, 111, pp.1~12 (2018)
  41. Mudambi, S. M., "What makes a helpful review? A study of customer reviews on Amazon. com", MIS Quarterly, 34(1), pp.185~200 (2010)
  42. Racherla, P., "Perceived ‘usefulness’of online consumer reviews: An exploratory investigation across three services categories", Electronic Commerce Research and Applications, 11(6), pp.548~559 (2012)
  43. Siering, M., "What drives the helpfulness of online product reviews? from stars to facts and emotions", Wirtschaftsinformati, 7 (2013)
  44. Sundaram, D. S., "Word-of-mouth communications: A motivational analysis", ACR North American Advances (1998)
  45. Tellis, G. J., "What drives virality (Sharing) of online digital content? The critical role of information, emotion, and brand prominence", Journal of Marketing, 83(4), pp.1~20 (2019)
  46. Tirunillai, S., "Does chatter really matter? Dynamics of user-generated content and stock performance", Marketing Science, 31(2), pp.198~215 (2012)
  47. Zajonc, R. B., "Feeling and thinking : Preferences need no inferences", American Psychologist, 35(2), pp.151~175 (1980)

관련 논문AI추천

온라인 구전량 및 평점과 시기별 영화 흥행과의 관계장리, 이재영, 최강준한국지식경영학회 · 지식경영연구2017 · 제18권 제2호소비자의 구전 동기가 영화에 대한 구전 정보 생산의 방향성에 미치는 영향임승희한국상품학회 · 상품학연구2017 · 제35권 제6호영화소비자들의 온라인 구전정보에 대한 신뢰정도 및 신뢰요인 분석연구: 네티즌 영화평 및 평점을 중심으로김고은, 정재기사회과학연구소 · 사회과학논총2010 · 제12호영화 커뮤니티에서의 사전 마케팅 활동이 영화만족도 및 긍정적 구전에 미치는 영향김석균, 박진용, 임지원한국전략마케팅학회 · 마케팅논집(Journal of Marketing Studies)2015 · 제23권 제4호The Impact of Initial eWOM Growth on the Sales in Movie Distribution오윤경한국유통과학회 · 유통과학연구2017 · 제15권 제9호구전활동이 전달자의 감정에 미치는 영향: 구전극성과 구전동기의 역할류강석, 박기경한국소비자학회 · 소비자학연구2011 · 제22권 제4호

이 간행물의 다른 논문 (2건)

페이스북 광고에 대한 사회적 거리와 소비자의 자기해석에 따른 광고효과박은아, 김보라pp. 5-18내부마케팅이 구성원의 조직신뢰 및고객지향성에 미치는 영향에 관한 연구구정대pp. 19-30
원문 보기