This study investigated how individuals ‘acquired knowledge about a movie before viewing it influence their recommendation about it through their flow of viewing it and their attitude toward it. The data from nationwide survey with a stratified sampling were analyzed (N = 451). This study found that (1) The more knowledge about a movie, the stronger flow into viewing it; (2) The stronger flow into viewing a movie,the more positive attitude toward it; (3) the more positive attitude toward a movie, the more frequent recommendation about it; (4) knowledge about a movie before viewing it reinforce recommendation activity about,multi-mediated by attitude toward it following flow of viewing it. And theoretical and practical implications were discussed.
1. 들어가며
2. 이론적 배경과 연구가설
3. 연구방법
4. 측정방법
5. 연구결과
6. 연구요약과 함의
참고문헌
(0)
(0)