• 제목/요약/키워드: Intention of Film

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영화 속 패션상품 간접광고에 관한 연구 (A Study on the Product Placement(ppl) of Fashion Products in Film)

  • 김희라;신혜원
    • 복식
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    • 제65권3호
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    • pp.104-116
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    • 2015
  • This research has examined the relationship among film interest, clothing involvement, attitude towards ppl, preference for fashion products, and purchasing intention. In april 2014, 210 university students in Seoul and Incheon filled out a survey. Frequency analysis, k-cluster analysis, t-test, anova, duncan's multiple range test, regression, and mediation regression analysis were used to analyze. Students who were more interested in film were higher in clothing involvement. Clothing involvement had larger influence on preference for fashion products and purchasing intention than film interest. Students highly involved in clothing had more positive attitude towards ppl, preference for fashion products and purchasing intentions. Clothing involvement, attitude towards ppl and preference for fashion products directly influenced purchasing intention. The preference for fashion products had the largest influence on purchasing intention. The preference for fashion products and attitude towards ppl had mediation influences between clothing involvement and purchasing intention.

국내 여성복 브랜드의 패션필름 유형에 따른 소비자 인식차이 (Consumer's Perception of Types of Fashion Film)

  • 안상아;신미혜;이현화
    • 한국의류학회지
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    • 제39권4호
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    • pp.545-559
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    • 2015
  • This research investigates consumer responses to different types of fashion film used in national women's wear brands. The content analysis was conducted as a preliminary study for women's wear fashion brand based on the 2012/2013 fashion brand yearbook. Three types of fashion film (Wearing Apparel Products, Brand Advertising and Storytelling were used as stimuli for the present study. We analyzed 224 data gathered using SPSS 22.0. The results showed significant differences among types of fashion film in regards to film attitude, product evaluation, creativity, information literacy, re-watching intention and word of mouth intention variables. This study revealed that the Brand Advertising type received the most positive evaluation in many aspects. Especially, the Storytelling type received the most positive evaluation in creativity. Wearing Apparel Products type gained high points in information literacy. The present study helps brand managers determine a fashion film that best suits each brand characteristics.

Identifying Factors Influencing the Image of Vietnam's Tourist Destinations in the Eyes of Global Tourists

  • Eun-Mi Lee;Pham Thi Quynh Anh
    • International Journal of Advanced Culture Technology
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    • 제11권3호
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    • pp.45-50
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    • 2023
  • The number of international tourists is noticeably recovering in many parts of the world, with the number of Vietnamese tourists growing significantly. Consequently, this study aims to identify the factors influencing the image of Vietnam's tourist destinations among international tourists interested in visiting the country. Additionally, the study examines whether the perception formed in this manner subsequently affects their intention to visit. The findings reveal that cultural attractions and eWOM (Electronic Word of Mouth) positively influence the development of a tourism destination image. However, film tourism did not have a significant effect on the destination image. Moreover, it was observed that the destination image indeed influences the intention to visit.

지역축제 평가속성과 방문객 만족 및 행동의도와의 관계 -부산국제영화제를 대상으로- (A Study on the Relationship among Evaluation Attributes of Local Festival, Visitor's Satisfaction and Behavioral Intention: A Case Study of BIFF)

  • 김홍길
    • 농촌지도와개발
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    • 제19권2호
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    • pp.409-434
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    • 2012
  • The purpose of this study is to clarify the cause and effects of evaluation attribute, visitor's satisfaction and behavioral intentions focused on Busan International Film Festival(BIFF). To achieve the study objective, 277 valid questionnaires were statistically analyzed, using frequency analysis, exploratory factor analysis, confirmatory factor analysis, reliability analysis and path analysis. The results show that the evaluation attribute of local festival exerts a positive influence on visitor's satisfaction and behavioral intention. Second, visitor's satisfaction had positive effects on behavioral intention. The regional festival can vary depending on the visit is satisfied. Consequently, it was revealed how evaluation attribute is in the visitor's satisfaction and behavioral intention in local festival.

Study of User Reuse Intention for Gamified Interactive Movies upon Flow Experience

  • Han, Zhe;Lee, Hyun-Seok
    • Journal of Multimedia Information System
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    • 제7권4호
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    • pp.281-293
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    • 2020
  • As Christine Daley suggested, "interaction-image" is considered to be typical in the age of "Cinema 3.0", which integrates the interactivity of game art and obscures the boundary between producers and customers. In this case, users are allowed to involve actively in the scene as "players" to manage the tempo of the story to some extent, it, thus, makes users pleased to watch interactive movies repeatedly for trying a diverse option to unlock more branch lines. Accordingly, this paper aims to analyze the contributory factors and effect mechanism of users' reuse intention for gamified interactive movies and offer specific concepts to improve the reuse intention from the interactive film production and operation perspectives. Upon integrating the Flow theory and Technology Acceptance Model (TAM) and separating the intrinsic and extrinsic motivations of key factors based on Stimulus-Organism-Response (S-O-R), the research builds an empirical analysis model for users' reuse intention with cognition, design, attitude emotional experience and conducts an empirical analysis on 425 pieces of valid sample data applying SPSS22 and Amos23. The results show that user satisfaction and flow experience impact users' reuse intention highly and perceived usefulness, perceived ease of use, perceived enjoyment, remote perception, interactivity, and flow experience have significant positive influence on user satisfaction experience.

영화, 이야기의 결말과 열린 결말 (Film: Ending of a Story and an Open Ending)

  • 김삼력
    • 한국콘텐츠학회논문지
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    • 제19권7호
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    • pp.47-53
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    • 2019
  • 이 논문은 영화의 결말과 열린 결말에 관한 분석이다. 특히 열린 결말의 정의와 해석을 다루는 것이 이 연구의 핵심이다. '결말'에 대한 정의를 먼저 내리고, 데이비드 하워드와 로버트 맥키의 목표 추구모델로 결말을 '닫힌'과 '열린'으로 구분하는 작업을 진행했다. 연구 결과 창작자의 의도와 더불어 관객의 생각이 결말을 정의하는데 매우 큰 비중이 있음을 확인하게 되었다. 이야기는 창작자가 설계한 것이지만, 그것을 해석하는 것은 결국 관객의 몫이며, 관객은 자신이 가진 가치나 이야기에 대한 흥미에 따라 원하는 결말이 다를 수 있고 결국 결말의 정의 역시 결정할 수 있었다. 물론 열린 결말로 거론된 영화들을 포함하여, 대다수 영화가 닫힌 결말을 갖고 있는 것은 전통적 사실이며 앞으로 이런 이야기의 구조는 크게 변하지 않을 것이다. 그러나 창작자의 의도나 관객의 생각에 따라 닫힌 결말로 설계된 이야기도 열린 결말로 변모될 수 있으며, 열린 결말의 의도를 오히려 관객이 받아들이지 않을 수도 있다.

<사울의 아들>의 연출의도와 형식에 관한 연구 (Study for the Director's Purpose and Film Style of )

  • 이충직;김지현
    • 한국콘텐츠학회논문지
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    • 제18권8호
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    • pp.227-239
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    • 2018
  • 영화의 형식은 감독의 의도를 가장 감각적이고 직접적으로 확인할 수 있는 요소다. 영화의 배경이 주요한 구경거리가 되면서 현대영화는 가히 와이드 스크린 형식이 아닌 것이 드물 정도이며, 극장과 관객들은 1.85:1이상의 대형화면비율에 익숙해져 있다. 2015년 제작된 영화 <사울의 아들(원제)>은 이런 흐름에 걸맞지 않게 좁은 화면비, 깊지 않은 시야심도 등을 선택한 영화다. 나치의 홀로코스트 수용소를 배경으로 한 이 영화는 영화의 형식을 통해 결국 관객을 주인공의 시점 밖으로 나가지 못하도록 막은 영화이다. 그리고 종국에는 관객을 주인공 사울의 입장으로 만드는 영화이다. 본 논문에서는 <사울의 아들>의 형식적 스타일을 통해 감독 라즐로 네메즈가 어떻게 연출의도를 반영하였는지 연구한다.

무용영화제 수용자 만족요인 및 향후 행동에 관한 탐색적 연구 (An Exploratory Study on the Satisfaction Factors and Behavioral Intention of the Audience at the Dance Film Festival)

  • 김지연
    • 트랜스-
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    • 제11권
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    • pp.97-116
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    • 2021
  • 이 논문은 무용영화제에 방문하는 수용자를 중심으로 만족 요인을 탐색한 후 이를 통해 수용자들이 마이크로 인플루언서의 역할을 할 수 있는 환경을 마련하는 데 목적을 둔다. 이를 위해 서울무용영화제에 참석한 관객 중 자신의 개인 SNS에 서울무용영화제를 언급한 글을 수집하여 이 자료를 LDA 토픽 모델 기법을 통해 분석했다. 분석결과 무용영화제에 방문할 때 가장 중요하게 작용하는 만족 요인은 프로그램으로 나타났다. 영화제에서 프로그램의 중요성을 강조하는 건 다소 식상한 주장일 수 있으나 이 연구를 통해 예술적 성격이 강해 관객 개발에 한계가 있는 장르에서도 만족 요인이 충족되면 충분히 행동 의도에 영향을 끼쳐 마이크로 인플루언서의 역할을 수행할 수 있다는 것을 밝히고자 했으며 이는 수용자 연구에 있어 그 폭을 넓히는 데 기여하고자 했다.

영화 「아가씨」 의상 색채 연구 - 여주인공 히데코 의상을 중심으로 - (A Study on the Costume Color of the Film 『Handmaiden』 - Focused on the Heroin 'Hideko's costumes -)

  • 양정희
    • 한국의류산업학회지
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    • 제20권3호
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    • pp.257-265
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    • 2018
  • This study investigated the colors of the costumes in the film 'The Handmaiden'. The author categorized and examined the hue and tone of the main character's costume as well as provided an adjective image surveyed from the standpoint of the audience in order find if the intended story of the director is delivered to the audience through costume colors. Study method analyzed 25 set costume colors of the heroine 'Hideko'. The color analysis were analyzed by capturing DVD images that showed the costume of 'Hideko'. The colors of costumes were analyzed by recognition through the eyes based on the IRI, Hue, and Tone 120. In addition, the analysis of the IRI adjectives image were conducted through the survey. Costume hue of the heroine 'Hideko' in the film 'The Handmaiden' were black, yellow, white, green, and purple. There were many colorful costumes in the movie. Tones were very pale, deep, bright, vivid, strong, and pale. Chroma were evenly distributed and brightness were distributed in the order high, middle, and low. They were interpreted as the intention of showing the situation and psychology of 'Hideko' in various scenes of the film through various costume colors. Color images of the film 'The Handmaiden' were classified as feminine, mature, classy, delicate, classic, noble, polished, refined, showy, western, mellow, pure, and decorative.

Research on the Influence of the Use of VR Technology in Dance Creation on the Willingness of Dance Directors to Use: Focusing on the Ease of Cognition and the Mediating Effect of Usefulness

  • Wu, Nuowa
    • 한국컴퓨터정보학회논문지
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    • 제24권6호
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    • pp.117-124
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    • 2019
  • In the field of dance creation, the use of film and television skills, cyberspace, action sets, computer graphics and other technology and media technology have made the creative environment for dance art that it rapidly improves and presents a new situation. Especially in the dance creation part, VR technology can show many possibilities and can be used as a tool to fully satisfy the choreographer's intention and imagination. Therefore, this study analyzes the acceptance model of virtual reality technology in dance creative education, and we will examine the effect of social influence, shared trust, innovation, interest, and self-efficacy on perceived usefulness and perceived ease. Second, we will examine the effect of perceived usefulness and perceived ease on intention to use. The study is targeted at ordinary dance creators who currently reside in Hebei Province, China. The survey was conducted for approximately 30 days from March 16th to April 17th. The total number of valid samples collected was 377. The results of the identification of the hypotheses between variables based on the questionnaire data are as follows: Firstly, social influence, shared trust, innovation, interest, and self-efficacy have a positive impact on perceived usefulness, perceived ease. Secondly, perceived usefulness, perceived ease has a positive effect on the intention to use. In view of the above research results, the theoretical significance and limitations of this research and the future research directions are discussed in depth.