영화선택에서의 비보상적 의사 결정: 장르와 온라인 구전 효과를 중심으로

초록

This study deals with customers’ movie choices when decision rule is non-compensatory. The key factor of a non-compensatory decision rule is that the weakness of a movie on an attribute cannot be compensated by the strength on other attribute in choice process. If this happens in the market, then consumers are likely to show the screening behavior, which forces marketers to understand the role of the attributes more properly, i.e., whether the attributes enters decision process as screening variable or as utility-driver. In this study, the evidence of using non-compensatory decision rules in movie choices was significant for movie genre and online word of mouth (WOM) effect. In contrast to previous studies where WOM effects enter choice models as one of the explanatory variables in compensatory setting, this study explores the possibility that these effects are in fact from screening role of WOM variables.The model and algorithm for conjunctive screening rule with logit likelihood are described. The data are from 240 individuals through a choice-based conjoint survey on real movies. Model parameters about movie attribute preference and thresholds were estimated at individual level in hierarchical Bayes framework. Results show that the use of non-compensatory decision rule is more consistent with the market behavior than the use of compensatory decision rule for movie choice. In particular, the volume of online WOM is important at screening, but it becomes less important in the final choice whereas the valence of online WOM has the opposite effect – weak at secreening but strong at final choice. Also, the substantive amount of heterogeneity was found in terms of screening intensity.Because this paper focuses on uncovering how movie variables influences the final choice, the study complements previous studies that have revealed what variables are important for the success of movie. By identifying the differential role of movie-related variables, the information from this study will be useful to marketing managers in developing a movie marketing plan.

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