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Effect of online word-of-mouth variables as predictors of box office

영화 흥행 예측변수로서 온라인 구전 변수의 효과

  • Received : 2016.03.03
  • Accepted : 2016.04.26
  • Published : 2016.06.30

Abstract

This study deals with the effect of online word-of-mouth (OWOM) variables on the box office. From the result of statistical analysis on 276 films with audiences of more than five hundred thousand released in the Korea from 2012 to 2015, it can be seen that the variables showing the size of OWOM (such as the number of the portal movie rater, blog, and news after release) are associated more with the box office than the portal movie rating showing the direction of OWOM as well as variables showing the inherent properties of the film such as grade, nationality, release month, release season, directors, actors, and distributors.

본 연구는 영화 흥행에 미치는 온라인 구전 변수들의 영향을 다루었다. 2012년 부터 2015년까지 4년 동안 국내에서 개봉한 총 관객 수 50만 이상인 276편의 영화에 대한 통계분석 결과 개봉 후 포털의 평가자 수, 개봉 후 블로그 수, 개봉 후 뉴스 수와 같은 온라인 구전의 크기를 나타내는 변수들이 온라인 구전의 방향을 나타내는 개봉 후 포털의 평점이나 혹은 영화의 내재적 속성을 나타내는 변수들로서 감독, 배우, 배급사, 등급, 국적, 개봉 월, 개봉 계절 등 보다 영화 흥행과 더욱 연관성이 있었다.

Keywords

References

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