Asia-Pacific Journal of Business Venturing and Entrepreneurship (벤처창업연구)

The Korean Society of Business Venturing (한국벤처창업학회)
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Do High Ratings Signal a Good Movie? An Empirical Investigation of Signaling Effectiveness

좋은 평점이 항상 영화의 성공을 가져오는 것일까? 잠재 성장 모형을 응용한 Signaling 효과성에 관한 연구

  • Received : 2018.04.16
  • Accepted : 2018.06.28
  • Published : 2018.06.30
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Abstract

The objective of this study is to examine the effectiveness of signals and advancing our understanding of the relationship between ratings and audience decisions based on the signaling theory. Though many studies argue that information asymmetry affects decision making, few studies have examined two key signaling factors: its potential to have multiple sources and the effect of time on its effectiveness. This study examined how experts' and the general audience's ratings affect decision making. We also considered change patterns in ratings to explore how time effect on ratings affect selection behavior. We tested our hypotheses using the latent growth model based on signaling theory and behavior approaches. The results show that a general audience's ratings is perceived as more credible than are those of experts and that audience members are significantly affected by upward patterns in ratings. The findings suggest that general audiences play a critical role as signal providers. Thus, market participants such as producers should pay more attention to the general audience's ratings in order to increase revenues. They should also consider the time effect of signaling, such as upward trends in ratings.

본 연구는 전문가와 일반인 관객의 평가가 영화 흥행성과에 미치는 영향을 신호 이론(Signaling Theory)과 정보 비대칭(Information Asymmetry) 논의를 기반으로 실증 분석하였다. 영화에 대한 평가가 영화 흥행 성과에 대한 기존 연구는 주로 전문가나 일반인 관객 중 한 주체의 평가에만 중점을 두어 이들의 효과에 대해 설명함으로써 신호의 효과성(Signaling effectiveness)를 검증하는 데에는 다소 미흡한 점이 있었다. 또한 시간이 지남에 따라 변화하는 영화 평가의 추이에 대해서는 분석이 제대로 이루어지고 있지 않아, 영화 평점의 신호 효과성을 깊이 있게 밝히는 데에는 제한적이었다. 따라서 본 연구는 1) 전문가 평가와 일반인 평가의 차이점과 2) 시간의 흐름에 따른 평가의 변화의 추이가 영화 성과에 영향을 미칠 것으로 보고 이들 간의 관계를 밝히고자 하였다. 이를 위하여, 영화진흥위원회와 네이버를 토대로 2003년부터 2012년까지 개봉했던 1,141개 한국 영화 데이터와 이들에 대한 평점을 수집하여 분석을 실시하였다. 실증 분석 결과, 영화 개봉 전 전문가의 평가는 영화 흥행 성적에 영향을 미치지 않으며, 개봉 후에는 일반인의 평가가 전문가의 평가보다 영화 성과에 긍정적인 영향을 미치는 것으로 나타났다. 또한 시간이 지남에 따라 영화에 대한 긍정적인 평가가 증가할수록 영화 흥행 성적은 향상되는 것을 보여주었다.

Keywords

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