한국식생활문화학회지 (Journal of the Korean Society of Food Culture)

  • 제29권3호
  • /
  • Pages.259-269
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  • 2014
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  • 1225-7060(pISSN)
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  • 2288-7148(eISSN)
한국식생활문화학회 (Korean Society of Food Culture)
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TV 시청 동기가 식문화 프로그램 시청 선호도 및 시청의도에 미치는 영향 - 식문화 관여도의 조절효과를 중심으로 -

Effects of Viewing Motivations on Viewing Preferences and Viewing Intentions of Television Food Programs

  • 안세경 (연세대학교 생활환경대학원 호텔.외식.급식경영전공) ;
  • 이범준 (연세대학교 생활환경대학원 호텔.외식.급식경영전공)
  • An, Se-Kyung (Department of Hotel, Restaurant & Institutional Management, Yonsei Graduate School of Human Environmental Sciences) ;
  • Lee, Bum-Jun (Department of Hotel, Restaurant & Institutional Management, Yonsei Graduate School of Human Environmental Sciences)
  • 투고 : 2014.04.11
  • 심사 : 2014.06.16
  • 발행 : 2014.06.30
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초록

The current study investigated the relative effects of viewing motivations on viewing preferences and viewing intentions of television food programs. Data collection was conducted by administering a survey to television food program viewers both on and offline. Viewing motivations were categorized as 'information' 'entertainment', 'pass-time', 'companionship', 'relaxation', and 'social interaction'. 'Information' and 'entertainment' proved to be the most important motivational factors affecting viewing preferences for television food programs. 'Information' and 'social interactions' were the strongest predictors of viewing intentions of television food programs. However, 'pass-time' had a negative influence on both viewing preferences and viewing intentions of television food programs. Furthermore, the results of study verified the moderating effects of food involvement in these relations.

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