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http://dx.doi.org/10.3837/tiis.2019.05.014

A Study on the Media Consumers' Behavior Related to Online Communications: Behavioral Economics Perspective  

Ma, Alice Kyoungran (Department of Media & Technology Management, University of Cologne)
Kim, Takhun (School of Management Engineering, KAIST)
Ahn, Jongchang (Department of Information Systems, Hanyang University)
Publication Information
KSII Transactions on Internet and Information Systems (TIIS) / v.13, no.5, 2019 , pp. 2491-2508 More about this Journal
Abstract
This research investigates the media consumers' behavior with behavioral economics perspective, especially regarding TV content viewers' behavior; how do online communications influence TV viewers' decision when choosing a new TV content among options. We focus on quantity and attribute of comments or reactions on the online news articles. We analyze that online communications data, which were generated before the first broadcast, affect the TV content consumers' choice for a new TV series. Here we identify a predicted utility, experienced utility and distinction bias in TV media consumption to find the effectiveness of the first viewing choice on whole TV series' episodes. To avoid the crucial influence by exogenous factors, such as season and social issue, the test was done with specific conditions. This research found that the total number of reactions to the comments by itself positively affects the audiences' decision-making behavior for a new TV content choice. This influence was regardless of favor/ non-flavor reactions. This study contributes to the literature on media economics and management by exploring the media content users' consuming behavior and making a first step for finding an important influencer on the media content consumption.
Keywords
Online communications; comments and reactions; media consumers; willingness to watch; distinction bias; behavioral economics;
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