• Asia-Pacific Journal of Business
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• v.13 no.3
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• pp.157-170
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• 2022

Purpose - The purpose of this study is to understand the motivating factors of Chinese audience who watch the interactive drama, and suggest the effects of audience' motivation on viewing flow, satisfaction, and loyalty. Design/methodology/approach - To achieve the purpose of the study, a questionnaire survey on the Internet was conducted from September 26, 2021 to October 14, 2021, and data from 332 Chinese respondents were collected. Findings - Findings of this study are 1) audience motivation of watching the interactive drama is composed of 6 factors including the pursuit of entertainment and information, curiosity, interaction, sense of control and indirect experience; 2) the pursuit of entertainment and information, interaction and indirect experience have positive effects on viewing flow; 3) all six factors of audience motivation have positive effects on audience satisfaction; 4) four motivating factors including the pursuit of entertainment, curiosity, interaction and indirect experience have positive effects on audience loyalty. 5) viewing flow and audience satisfaction respectively has some partial mediating effects on the relationship between audience motivation and audience loyalty. Research implications or Originality - Results of this study suggest that in order to increase audience loyalty to interactive dramas, in addition to fulfilling the pursuit of entertainment, which is the basic motive for watching any drama, it is important to fulfill motivating factors related to the unique characteristics of interactive dramas such as curiosity, interaction, and indirect experience. In order for these motivating factors to lead to audience loyalty, it is more effective when viewing flow and audience satisfaction are accompanied.

• Journal of Korea Game Society
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• v.22 no.1
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• pp.109-118
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• 2022

The main objective of this study is to empirically analyze the relationship among the major variables of viewing motivation, audience satisfaction, and behavioral intention in the esports spectatorship based on the uses and gratification theory. Through the exploratory factor analysis, we have identified major motivation measures of esports. Regression analysis also showed key motivation factors on audience satisfaction and behavioral intention.

• Journal of Service Research and Studies
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• v.13 no.4
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• pp.47-69
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• 2023

The main purpose of this study is to examine the mediating effects of performance satisfaction and audience loyalty through the motivation and community satisfaction of non-profit performance attendees in the local community. Motivations were examined by distinguishing between intrinsic and extrinsic factors to understand the profound desires of the audience. A survey was conducted targeting attendees who had experienced non-profit performances in the Jeju area over the past year to gather data. Ultimately, the survey responses from 363 participants were used as the basis for analysis. The results of the analysis indicated that higher levels of intrinsic and extrinsic motivations generally led to greater satisfaction and loyalty towards performances (H1, H2, H3). However, extrinsic motivation did not directly influence loyalty (H4). Nevertheless, both types of motivations were found to positively influence loyalty through performance satisfaction (H5, H8). While satisfaction with performances did not have a direct impact on community satisfaction (H6), audience loyalty was found to have a positive influence on community satisfaction (H7). Regarding motivations, performance satisfaction did not mediate the relationship between motivations and community satisfaction (H9). In the case of audience loyalty, intrinsic motivation showed mediating effects, while extrinsic motivation did not (H10). The process of motivation-satisfaction-loyalty-community satisfaction demonstrated a sequential pathway (H11). In conclusion, if local residents show interest and participate in non-profit performances, they develop a positive perception of the respective community. Therefore, performances provided at the local level should be recognized as crucial elements for the development of the community.

• International Journal of Contents
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• v.9 no.4
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• pp.52-59
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• 2013

The present study explored the reception and consumption processes of a Korean audience's viewing of local and international television dramas. Findings indicated that the influential factors on the level of viewing in regards to Korean, American, and Japanese TV dramas among Korean viewers differed. In particular, a significant difference was found in terms of perceived drama characteristics. Applying niche theory, the present study also examined the audience's motivation for watching these television dramas. Results demonstrated that Korean TV dramas possessed the broadest niche breadth and were the most competitive. In a comparison of the perceived characteristics of TV dramas, American drama earned competitive superiority for most characteristics. The implications from the results were discussed in terms of cultural discount and proximity.

• The Journal of the Korea Contents Association
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• v.15 no.2
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• pp.139-150
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• 2015

This study highlighted influences which affect purchase intention of audience to viewing performance. And after grouping audience types by applying the cluster analysis to samples which are collected by survey, this study examined how purchase intentions influence audience to viewing performance by each audience type. Thus, to improve the reliability to classify audience type, the sample was selected by considering neither age group nor previous experience of viewing performance arts. Factor analysis and reliability analysis was performed to analyze the effect of purchase intention according to the type of audience. And we used AMOS program to verify using SEM(Structural Equation Modeling) how affect it was with moderating variable of audience type. Through surveying and analyzing th results, we confirmed that viewing motivation and quality of performing work have significant effect on purchase intention and significant moderating effect according to audience type. Therefore, we contribute to make suitable strategy that they figure out audience type, when performing art organizations make marketing strategy.

• The Journal of the Korea Contents Association
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• v.11 no.12
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• pp.241-249
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• 2011

This study takes a uses and gratification theory based approach to identifying the relation between TV home-shopping channel use motivation and purchase intention. The results are summarized as follows. First, in respect of TV home-shopping channel use motivation, the analysis results reveal three factors: convenience, information seeking, and entertainment. Among these, the factor of convenience was the first in the order of importance. Secondly, 1)It is found that use motivation also has some limited influence on purchase intention. 2)Selectivity and involvement degree, the sub-categories of audience activity, are found to be the variables with the highest prediction ability, suggesting a need to give a particular attention to them. 3)In addition, viewing amount, a variable of use behavior, is shown to have a significant influence on purchase intention. The followings are the implications of the study results. First, marketing strategies that enable maximization of shopping convenience are required. Second, there is a need to approach the delivery of TV home-shopping contents as a kind of broadcasting contents on their own rather than merely a medium for selling goods.

• International Journal of Internet, Broadcasting and Communication
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• v.14 no.3
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• pp.205-212
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• 2022

The purpose of this study is to investigate the structural relationship between the viewing motivation, viewing commitment, re-audience intention, and game use intention of e-sports competition broadcast viewers. According to the purpose of the study, an online survey was conducted on 300 college students with experience watching broadcasting of e-sports competitions. After excluding inappropriate data from 8 out of 300 people, 292 people's data were used for final data processing. For data processing, the validity and reliability were verified using SPSS 26 and AMOS 23, and then the research hypothesis was verified. We has the results were shown as follows. First, it was found that entertainment, social intercourse and vicarious satisfaction had a positive effect on viewing commitment, but information has not significantly effect on viewing commitment. Second, it was found that viewing commitment had a positive effect on reviewing intention and game use intention. Third, it was found that reviewing intention had a positive effect on game use intention.

• Journal of Korea Game Society
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• v.14 no.3
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• pp.35-46
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• 2014

With the introduction of e-Sports, games have emerged as a new public culture. Also, it has had positive effects on related industries including game, contents, broadcasting, IT and more. Studies on eSports consumer behavior are required for the continuous vitalization of the eSports industry. However, there are insufficient studies on the psychological aspect of eSports consumers. This study aims to find the motivations for watching the League of Legends(LoL), which has opened a new paradigm of eSports. We also find the relationship between such viewing motivation and satisfaction. This study is expected to be the base of future studies on eSports consumer motivation and establish effective marketing strategies in the industry.

• Journal of Korean Theatre Studies Association
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• no.49
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• pp.171-208
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• 2013

Site-specific performance is always the real on-site work taking place at the site. Hence, it deals with the reality, in other words, the time of creation and formation. And it creates value and meaning through the interaction and continuous direct communication process between the performers, audience and the local residents. In this performance, the audience's status as the passive observer changes. They become the co-agent who actively lead and complete the performance through their own experience. We have examined the The Working Methods of Site-specific Performance and Aesthetics of Effect through four Korean performances ; Marie, An aesthetic experiment of site as the storyteller; Heterotopia and Urban Movement Research or Play: We Will Move Your Sofa, as performances which have Revealed history, politics, institution engraved in the site ; A Song of Mandala and Miracle, as a ritualistic site-specific performance at the historic site. Some remarks on Site-specific performance ; First, In Site-specific performance, the habitus peculiar to the stage art and the mode of reception are changed. Second, a new mode of theatrical communication requires creator and audience to have a sharp aesthetic sensibility and to change one's perceptual habit. Third, Site-specific performance can act as a demonstration for the viewpoints of political activism through what could be called a dramatic close-up effect. Fourth, Site-specific performance also has the risk of merely becoming an unfocused and scattered performance or degenerating into a pseudo-sightseeing. To avoid this, an in-depth study of the site and its socio-cultural context, and the clear motivation with which one is trying to reveal and tell from the site must be indispensable. As the co-agent, the audience should also be aware and think about what the given performance signifies today.

• The Journal of the Korea Contents Association
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• v.17 no.6
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• pp.124-131
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• 2017

In the era of digital media era, the importance of media education has been emphasized by both scholars and audience right related organizations. However, little research has been conducted about the factors may have influence on the intention to participate media education program. Therefore, this study attempted to examine the effect of motivation on both satisfaction and intention of it. For this purpose, this study surveyed the participants from education program offered by two local media center. The results showed that the activity-oriented motivation had effect on both the satisfaction and intention to continuous participation. The results of the current study can be applied to development of the plan for encouraging the continuous learning of media.