How Does eWoM from Different Sources Affect Movie Success in The Context of Video-on-Demand (VoD) Services
- 주제(키워드) word-of-mouth , user generated content , WOM , WOM source , movie success , VoD
- 발행기관 고려대학교 대학원
- 지도교수 이동원
- 발행년도 2021
- 학위수여년월 2021. 8
- 학위구분 석사
- 학과 대학원 경영학과
- 세부전공 MIS
- 원문페이지 56 p
- UCI I804:11009-000000251375
- DOI 10.23186/korea.000000251375.11009.0001240
- 본문언어 영어
초록/요약
Online word-of-mouth (eWOM) such as consumer ratings, reviews, comments etc. has been demonstrated as an important information source that influences consumers’ behavior and purchase decisions. Prior studies about the effects of eWOM on movie success mainly focus on the movie box office and DVD sales. However, the video on demand (VoD) market has been growing rapidly in terms of revenue and number of users. Therefore, research on movie success that focuses in this context is imperative. In addition, prior research mainly focus on a single WOM source, such as general user, and neglect the importance of comparing the relative impact of different WOM sources. This research analyzes the relative impact of internal and external eWOM, as well as the relative impact of professional and general user eWOM on movie success in the context of VoD industry, using WOM data and movie ranking data of 111 unique movies over a three-month period. The result suggests that external WOM sources have a significant impact on the movie success at the VoD platform. Moreover, the general audiences’ opinion are more influential on the movie success comparing to movie critics’ opinion. The findings demonstrate that the external WOM and general users WOM play critical roles in the information search process and in influencing consumers’ behavior and movie success.
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Table of Contents
I. Introduction 1
II. Literature Review 7
1. The Effect of WOM on Sales 7
2. Different sources of eWoM 9
III. Theoretical Foundations and Research Model 13
1. Sources of eWOM: Internal vs. External eWOM 13
2. Quality of eWOM: General user vs. Professional eWOM 15
3. Control Variables 17
IV. Data and Variables 20
1. Data Collection 20
2. Variables 21
2.1 Dependent Variables 21
2.2 Independent Variables 22
V. Research Methodology 25
1. Grouped Logit Model 25
2. Negative Binomial Model 26
3. Logistic Regression Model 27
VI. Empirical Estimation and Results 28
1. Robustness Check 31
VII. Discussion and Conclusion 36
Reference 39
