영화 선택에 있어 온라인 영화정보채널 이용 분석: 영화 소비자의 커뮤니케이션 행동을 중심으로

초록

The current study examines the consumers' use of diverse channels in the process of movie selection. More specifically, the study analyzes the perception of those channels based on the type of communication behaviors. The results of the study show that, in general, consumers consider the information from interpersonal channels such as friends and family in order to select a movie. Among the online contact points, online websites such as portal sites, theater websites, movie reservation service sites and the movie websites were most highly considered followed by social network services of friends and family. In terms of the usefulness and reliability of online channels, the movie section of portal sites were perceived to be most useful, whereas theater websites and online movie communities were considered most reliable. Therefore, the movie marketing communication practitioners are advised to consider the patterns of communication behaviors and channel use of the consumers in their media strategy.

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