영화 콘텍스트, 비평가 신뢰도, 관람객 관여도가 영화에 대한 태도 변화에 미치는 영향

The Influence of Changes in Attitudes about the Film of Context of the Film, Critic Credibility and Audience Involvement: Focusing on a Comparison 'Vive L'Amour, 1994' vs. 'Shaolin Soccer, 2001'

This study examined how a viewer’s involvement with a film andcredibility toward its critic influence a viewer’s attitude change in an artfilm and a commercial film respectively. A quasi-experiment of 237Korean students in the Seoul metropolitan area was carried out to testseveral hypotheses. This study found that (1) strength of film context hasa positive(+) effect on attitude change; (2) credibility toward a critic hasa negative(-) effect on attitude change; (3) involvement with a film has apositive(+) effect on attitude change; (4)in a high-context film(vs. a artfilm), the more involved a viewer with the higher credibility toward afilm critic, the bigger attitude change. Finally, theoretical and practical implications were discussed.