영화관람객의 라이프스타일 유형에 따른 극장광고 효과 및 영화이용행태에 관한 연구

초록

Cinema advertising has many advantages compared to other media advertising. However, in terms of suitability and reliability of Korean data, the data to discuss cinema advertising effects are very insufficient. Therefore, constant interest of relevant industries and the academy world is required. Accordingly, this study is conducted to classify characteristics of movie audiences’lifestyles and examine cinema advertising effectiveness according to the divided types. Seoul and Gyeonggi-do with the largest number of multiplex cinemas were selected as the sample cities, and total 324 questionnaires were distributed to the final analysis target. 175 questionnaires of Seoul and 149 of Gyeonggi-do were included in this analysis. Among 324, 117(36.1%) were man and 207(63.9%) were women. The study focus on how LOV lifestyles are typed and what characteristics related to demographic attributes are found. To this end, factor analysis was carried out and 8factor values were drawn, and the cluster analysis of the 8 factors showed 4 clusters of an innovation-pursuing types, an entertainment-pursuing types, a personal relationship-pursuing types, and a personal success-pursuing types. This study looked into the drawn four groups’ demographic attributes and lastly found out a statistically significant difference in advertising effectiveness according to lifestyles. Results of this study imply that consideration of lifestyle types will be helpful for the effectiveness of cinema advertising. In this respect some practical implications were discussed and presented.

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