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http://dx.doi.org/10.5392/JKCA.2022.22.02.710

The Influences of the Relationships Formed by Entertainment Program Viewers on Program-Related Behaviors  

Choi, Yun Jung (이화여자대학교 커뮤니케이션 미디어 학부)
Jung, Kum Hee (이화여자대학교 커뮤니케이션 미디어 학부)
Publication Information
The Journal of the Korea Contents Association / v.22, no.2, 2022 , pp. 710-723 More about this Journal
Abstract
TV program favorability does not necessarily lead to actions related to programs such as producing videos, emotions, webtoons, and goods, participating in concerts, and fan meetings. Therefore, there might be a mediating variable between program favorability and related behaviors. This study presents relationships as a mediating variable. This study assumed that if the program favorability is high, a positive relationship can be formed with the program, the characters on the show, the groups appearing in the program, the viewers who watch it together, and viewing affordance. Those formed relations can have positive effects on the program related activities. In the conducted online survey, we found that high favorability has positive effects on intimate relationships with the program, viewing affordance, characters, and other viewers, and these relationships have positive effects on program-related offline and online activities. However, the relationship with the character group has a negative effect on program-related behavior. This may be the result of viewers feeling alienated from highly intimate relationships formed among characters appearing in the show.
Keywords
Entertainment Program; Relational Viewing; Behavior Related to the Programs; Program Favorability;
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