Journal of Intelligence and Information Systems (지능정보연구)

Korea Intelligent Information System Society (한국지능정보시스템학회)
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A Dynamic Analysis of Digital Piracy, Ratings, and Online Buzz for Korean TV Dramas

국내 TV 드라마 디지털 불법복제, TV 시청률, 온라인 입소문 간의 동태적 분석

  • Kim, Dongyeon (Department of Business Administration, Catholic University of Korea) ;
  • Park, Kyuhong (Department of Business Administration, Inha University) ;
  • Bang, Youngsok (School of Business, Yonsei University)
  • Received : 2022.06.13
  • Accepted : 2022.08.21
  • Published : 2022.09.30
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Abstract

We investigate the dynamic relationships among digital piracy activities, TV ratings, and online buzz for Korean TV dramas using a panel vector autoregression model. Our main findings include 1) TV ratings are negatively affected by digital piracy activities but positively affected by google buzz, 2) digital piracy activities are negatively affected by TV ratings and social buzz, and 3) social buzz and google buzz are positively influenced by each other. While many empirical studies were conducted to reveal the effects of music or movie piracy, our understanding of drama piracy is limited. We provide empirical evidence of the dynamic relationships between drama piracy, TV ratings, and online buzz. Our findings show the presence of indirect piracy effects on TV ratings through online buzz. Further, we reveal that social buzz and google trends play different roles in promoting TV ratings and piracy activities. We discuss the implications of our findings for theory and practitioners.

본 연구는 패널 벡터자기회귀 모형을 활용하여 국내 TV 드라마에 대한 디지털 불법복제, 시청률, 온라인 입소문 간의 동태적 관계를 종합적으로 분석하였다. 주요 분석결과는 다음과 같다. 첫째, 시청률은 디지털 불법복제에 부정적 영향을 받지만 구글 버즈에는 긍정적 영향을 받는다. 둘째, 디지털 불법복제는 시청률과 소셜 버즈에 부정적인 영향을 받는다. 셋째, 소셜 버즈와 구글 버즈는 서로 긍정적 영향을 받는다. 영화나 음악에 대한 불법복제 효과 연구는 많이 이루어졌으나 TV 드라마에 대한 연구는 상대적으로 제한적이다. 본 연구는 TV 드라마의 디지털 불법복제 영향을 실증 분석하였으며, 특히 디지털 불법복제가 시청률에 미치는 직접효과 뿐만 아니라 온라인 입소문을 통한 간접효과가 존재함을 실증적으로 밝혔다는 점에서 의의가 있다. 또한 온라인 입소문을 소셜 버즈와 구글 트렌드 지표로 다양화하여 그 효과를 검증함으로써 중요한 실무적 시사점을 제공한다.

Keywords

Acknowledgement

이 논문은 2020년 대한민국 교육부와 한국연구재단(NRF-2020S1A5B5A16082770), 2022년도 인하대학교, 2022년도 '4단계 두뇌한국21 사업(4단계 BK21 사업),' 2022년도 연세 시그니처 연구클러스터 사업(2022-22-0007) 및 연세대학교 경영연구소의 연구비 지원을 받아 수행된 것임.

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