Earticle

초록

영어

In the Korean movie industry, ancillary markets such as online VOD and DVD as opposed to the theater market have continuously decreased since 2005. A major reason for this, according to the researches on ancillary market, is the increase in online movie piracy. The focus of this research is to analyze the influences of utilitarian value and hedonic experiential value consumers feel when they select the movie media and identify its implications and contributing ideas to the effort to convert the demand for illegitimate media to legitimate media. An offline survey on 248 respondents in their 10s’ to 50s’ was used to analyze the movie consumer behaviors. This empirical analysis of consumer behaviors related to media selection demonstrates that hedonic experiential value from the media environment has a greater influence on consumers’ media selection than the utilitarian value in the case of theaters while both the hedonic experiential value and utilitarian value have equally significant influence on consumers’ media selection in the case of online media. The result suggests that, in order to effectively convert the demand for illegitimate movie media to legitimate online media, adjustments in the online media fee as well as the enhancement of consumers’ experiential value of the online media environment need to be pursued.

목차

Abstract
 1. Introduction
 2. Literature Review and Theoretical Considerations
  2.1. Hedonic Experiential Value, Utilitarian Value, and Shopping Emotions
  2.2 Definition of Consumers’ Preference System
 3. Hypothesis and Research Model
  3.1. Hypothesis
  3.2. Research Model
 4. Empirical Analysis
  4.1. Research Method and Sampling Design
  4.2. Operational Definitions
 5. Results
  5.1. Reliability and Multicollinearity
  5.2. Verification of Hypothesis
 6. Conclusion
 Acknowledgements
 References

키워드

저자

• Bongshik Jang [ Graduate School of Information, Yonsei University ]
• Jeong Ho Kwak [ Korea Information and Telecommunication Industry Research Institute ]
• Bong Gyou Lee [ Graduate School of Information, Yonsei University ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of Multimedia and Ubiquitous Engineering

• 간기

  월간

• pISSN

  1975-0080

• 수록기간

  2008~2016

• 등재여부

  SCOPUS

• 십진분류

  KDC 505 DDC 605