The Verification of Word-of-Mouth Communication Effect : With Focus on the Choice of College Students on Movie

서지정보

· 발행기관 : 경성대학교 산업개발연구소
· 수록지 정보 : 산업혁신연구 / 34권 / 2호 / 91 ~ 127페이지
· 저자명 : 강원석, 신재훈

초록

This study is to examine the differential effect of each dimension of word-of-mouth such as source, direction and time of accepting the information on the consumer’s purchasing intention for the movie. For the empirical analysis, the survey was performed for college students living in Seoul whose age are in their early to mid 20s. 282 valid surveys in total were selected to implement the T-test and ANOVA.
As a result, for the content of word-of-mouth, the effect of word-of-mouth was higher when they encountered the internal property of movie (story, enjoyment, impressiveness) than the external property of movie (directing, acting ability, attractiveness of actor or actress). Considering the consumers’ intention for watching movie is to simply refresh themselves, it can be interpreted that their intentions were more related to the internal property of movie. Also, the effect of word-of-mouth was higher after the movie was released than before it was. Furthermore, the result showed that the effect of word-of-mouth was higher when they heard positive word-of-mouth rather than negative word-of-mouth before the release of movie.
In conclusion, the result of study implied that the executives should plan the marketing strategy to minimize the negative word-of-mouth and maximize the positive word-of-mouth. It can be achieved by considering the character of college students who are strongly and highly affected by each dimension of word-of-mouth such as the content, group, time and direction.

참고자료

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