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http://dx.doi.org/10.15813/kmr.2022.23.2.009

Factors Affecting Deviation Broadcasting Intentions of Internet Personal Broadcasting Jockey: From the Perspective of the Social Pressure of Viewers  

Chae, Seong Wook (Department of Digital Business, Hoseo University)
Song, Hye Ji (Department of Digital Business, Hoseo University)
Publication Information
Knowledge Management Research / v.23, no.2, 2022 , pp. 169-192 More about this Journal
Abstract
With the spread of Internet personal broadcasting service, the number of personal broadcasting hosts (BJs: Broadcasting Jockeys) and viewers is increasing, and immediate communication between them is also actively taking place. This study examines whether the mechanism to suppress deviant behavior of BJ works effectively and how viewers interacting with BJs affect the intentions of deviant behaviors of BJs. Through the structural equation model, the effect of formal and informal sanctions of deterrence theory on BJs' intention of deviant broadcasting through their policy compliance attitude was investigated. The moderating effect of social pressure on the relationship between BJs' policy compliance attitude and their deviant broadcasting intention was confirmed. A total of 234 data were analyzed by surveying Africa TV BJs. As a result of the analysis, it was found that informal as well as formal sanctions increased the BJs' attitude toward policy compliance. However, it was confirmed that the social pressure perceived by BJs from Internet personal broadcasting viewers reduced the effect of policy compliance attitudes on reducing deviant broadcasting intentions.
Keywords
Deterrence theory; Deviant broadcasting intention; Internet personal broadcasting; Broadcasting jockey; Violation intention;
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Times Cited By KSCI : 2  (Citation Analysis)
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