영화 관객은 어떤 트위터 메시지에 영향을 받는가? : 메시지 전달자, 메시지 방향성, 영화 관람시기를 중심으로

초록

This Study investigated the effects of SNS WOM (Word of Mouth) for Movie. Also we focused on type of message source, type of message and time of movie adoption to examine the audience response (the movie favorability, the movie purchase intention, and the re-tweet intention). The research was structured as a 3 (type of message source: Celebrity, Critic, Non-celebrity) X 2 (type of message : Positive, Negative) X 3 (time of movie adoption: Early, Middle, Late). The result of this study showed that the participants favored the twitter message of non-celebrity more than the message of celebrity and critic. It can be said that in twitter communication the similarity with movie audience is more effective than the messenger's expertise and attractiveness. Though the positive message was more effective than the negative message on the movie favorability and the movie purchase intention, the negative message was more effective than the positive on the re-tweet intention. It can be interpreted the negative message enhances more diffusion intention. Also, the movie early adopter had more impact on twitter WOM than the late adopter. The middle adopter was more influenced by WOM. This results suggest that we should the WOM influence of the movie early adopter. Lastly, there were the 2 way interaction effects between type of message source and type of message, between type of message and time of movie adoption. Also, we found the 3 way interaction effect of the type of message source, the type of message, and the time of movie adoption. This study suggested the theoretical and the practical implications. It contributed the SNS marketing, movie communication, WOM studies. Also, this study suggested practical implications for the movie marketers.

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