국내 영화의 지식기반자원과 구전효과에 대한 연구

Abstract

The film works are made through the hands of human resources from the planning stage to the presentation of the products, and the proportion of the workforce is high, and their impacts on the performance is great. Also, consumers go through information search before choosing a movie. The information delivered to consumers includes both objective information and subjective information. The film, which is an emotional consumer, has a greater sense of confidence in word of mouth information and influences choice. The film industry is a representative knowledge-based industry, and the importance of human resources is high. As a product of experience, various types of word of mouth are used to determine the characteristics of the film industry.BR The purpose of this study is to clarify the relationship between the performance factors and film strategic groups. Therefore, the group characteristics were divided into knowledge-based view(KBV) and word-of-mouth(WOM) variables, and each movie was classified by 4 types through cluster analysis, and then statistically verified whether there were differences in performance variables (sales, audience number, screening share).BR As a result of analysis, it was found that movies with higher KBV, and WOM have a higher share of screening, audience, and sales than films with pure KBV or pure WOM types. Also, it was confirmed that the word of mouth effect is more important factor in the box office than the knowledge base resource.