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http://dx.doi.org/10.5762/KAIS.2012.13.11.4975

The Impact of Reviewer Professionalism and Expectation on the Intention to Watch: A Comparison between Commercial and Art Films  

Hwang, Sanyoung (Department of Culture and Arts Management, Hongik University)
Shin, Hyung-Deok (College of Business Administration, Hongik University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.13, no.11, 2012 , pp. 4975-4983 More about this Journal
Abstract
Commercial and Art movies have different characteristics even when they belong to the same 'movie' category. This study investigated the differential effects of reviewer professionalism and expectation about a movie on the intention to watch the movie. Based on the survey on young potential movie goers, we found that movie types indeed have significant effects. Specifically, in the case of art movie, people had high level of intention to watch when they were exposed to professional reviews. We found that utilitarian expectation mediates between reviewer professionalism and intention to watch for art movie. On the other hand, in the case of commercial movie, people had high level of intention to watch when they were exposed to amateur reviewers. We found that hedonic expectation mediates between reviewer professionalism and intention to watch for art movie. In result, this study contributes to our knowledge to movie industry through showing that reviewer professionalism have different impacts on commercial and art movies.
Keywords
Art Movie; Commercial Movie; Reviewer Professionalism; Expectation; Intention to Watch;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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