Empirical analysis of factors influencing consumer behaviors in movie media selection: Shifting demand for online movie piracy to legitimate online media

In the Korean movie industry, ancillary markets such as online VOD and DVD as opposed to the theater market have continuously decreased since 2005. A major reason for this, according to the researches on ancillary market, is the increase in online movie piracy. The focus of this research is to analyze the influences of utilitarian value and hedonic experiential value consumers feel when they select the movie media and identify its implications and contributing ideas to the effort to convert the demand for illegitimate media to legitimate media. An offline survey on 248 respondents in their 10s' to 50s' was used to analyze the movie consumer behaviors. This empirical analysis of consumer behaviors related to media selection demonstrates that hedonic experiential value from the media environment has a greater influence on consumers' media selection than the utilitarian value in the case of theaters while both the hedonic experiential value and utilitarian value have equally significant influence on consumers' media selection in the case of online media. The result suggests that, in order to effectively convert the demand for illegitimate movie media to legitimate online media, adjustments in the online media fee as well as the enhancement of consumers' experiential value of the online media environment need to be pursued.