영화산업의 소비자 특성 변화분석: 가격탄력성을 중심으로

초록

This study analyzes changes in the consumer characteristics of movie theater demand in South Korea, with a focus on price elasticity. Existing literature on Korean movie demand has consistently suggested that price elasticity is inelastic. However, there has been a lack of research verifying whether this trend persists despite significant changes in the movie consumption environment, such as rising ticket prices and the expansion of Subscription Video on Demand (SVOD) services. Utilizing data from the Korean Film Council’s Korea Box Office Information System (KOBIS) for the period from 2005 to 2019, this study conducts a dynamic analysis of movie demand characteristics using a rolling regression model. The results indicate that the price elasticity of movie demand in Korea is elastic and has been increasing over time, while income elasticity has shown a gradual decline. These findings contradict previous studies that characterized the price elasticity of Korean movie demand as inelastic. This study is significant in that it identifies changes in movie consumption characteristics in Korea and proposes movie industry promotion policies and theater management strategies that align with these evolving consumption patterns.

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