• Title/Summary/Keyword: Viewing Intention

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The Effects of Personal Media and Influencer Attributes on User's Trust, Viewing Commitment, and Purchase Intention (1인 미디어 콘텐츠 및 인플루언서의 속성이 이용자들의 신뢰, 시청몰입, 구매의도에 미치는 영향)

  • Jun-Seop Lee;Ji-Young Kim
    • Asia-Pacific Journal of Business
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    • v.14 no.2
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    • pp.17-31
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    • 2023
  • Purpose - The purpose of this study is to verify the effects of attributes of personal media content and influencers on the cognitive and emotional trust of platform users. In addition, the structural relationships among cognitive trust, emotional trust, viewing commitment, and purchase intention were examined. Design/methodology/approach - For the empirical analysis of the study, a survey was conducted on 192 consumers who have recently experienced using personal media content. The Confirmatory Factor Analysis (CFA) and the Structure Equation Model (SEM) were hired in order to analyze the survey data. Findings - Findings of this study are 1) informativeness and expertise had a significant effect on cognitive and emotional trust. However, entertainment had no significant effect on both cognitive and emotional trust; 2) interactivity had a significant effect on emotional trust, but not on cognitive trust; 3) cognitive and emotional trust had a positive effect on the viewing commitment of the content; 4)content users' viewing commitment had a positive effect on their intention to purchase recommended products. Research implications or Originality - The theoretical and practical implications were discussed through the above empirical research results, and the limitations of the study and the direction of follow-up studies were presented.

A Study on the Effect of Online Exhibitions in Art Museums on the Aesthetic Experience and Offline Viewing Intentions of Visitors (미술관 온라인 전시가 관람객의 미적 경험과 오프라인 관람의도에 미치는 영향)

  • Park, So Ra;Kim, Sun Young
    • Korean Association of Arts Management
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    • no.60
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    • pp.121-153
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    • 2021
  • The purpose of this study is to empirically clarify the relationship between the aesthetic experience of visitors and the effect of online exhibitions at museums on the degree of viewing an offline exhibition. For this reason, the attributes of online exhibitions are composed of accessibility, interaction, informativeness, playfulness, etc., and the aesthetic experience is composed of four factors: emotional, communicative, cognitive, and perceptual areas. A survey was conducted to analyze the effect on viewing intention. The results of multiple regression analysis of the questionnaire results revealed that first, the online exhibition service had a partially significant positive(+) effect on the aesthetic experience. It was analyzed that informativity had the greatest effect on the emotional domain of aesthetic experience, playfulness had the greatest impact on the communication and perceptual domains, and access had the greatest impact on the cognitive domain. Second, it was found that online exhibitions had a partially significant positive (+) effect on offline exhibition viewing intention in the order of playfulness, interactivity, and informativity. Third, it was found that aesthetic experiences had a significant positive (+) effect on offline exhibition viewing intention in the order of cognitive, emotional, communication, and perception. In addition, it was confirmed that the aesthetic experience partially mediated the intention to view online and offline exhibitions. We hope that this study will serve as an opportunity to spark academic discussion along with practical implications for inducing online exhibition users to offline exhibitions.

Effects of Viewing Motivations on Viewing Preferences and Viewing Intentions of Television Food Programs (TV 시청 동기가 식문화 프로그램 시청 선호도 및 시청의도에 미치는 영향 - 식문화 관여도의 조절효과를 중심으로 -)

  • An, Se-Kyung;Lee, Bum-Jun
    • Journal of the Korean Society of Food Culture
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    • v.29 no.3
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    • pp.259-269
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    • 2014
  • 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.

Structural Relationship Between the Expectation Value of YouTube Sports Content Viewers, Brand Image, Brand Attitude, and Continuance Viewing Intention

  • Byun, Kyung-Won
    • International journal of advanced smart convergence
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    • v.9 no.3
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    • pp.215-220
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    • 2020
  • The purpose of this study is to analyze the structural relationship among expectation value(relational, hedonistic), brand image, brand attitude, continuance viewing intention. The survey subjects to achieve the purpose of this study were selected the 521 YouTube sports contents Viewer in the metropolitan area. Data processing was done with SPSS 23 for frequency analysis, Cronbach's α analysis. Also, AMOS 21 was used for confirmatory factor analysis and structural equation model analysis. The results of the analysis are as follows: First, both relational value and,, hedonistic value had a positive effect on the brand image. Second, both relational value and,, hedonistic value had a positive effect on the brand attitude. Third, both brand image and brand attitudee had a positive effect on the brand attitude.

Effects of Service Characteristics of a Subscription-based OTT on User Satisfaction and Continuance Intention: Evaluation by Netflix Users (구독형 OTT 서비스 특성이 이용자 만족과 지속 사용 의도에 미치는 영향: 넷플릭스 이용자를 대상으로)

  • Chung, Yongkuk;Zhang, Wei
    • The Journal of the Korea Contents Association
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    • v.20 no.12
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    • pp.123-135
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    • 2020
  • This study examined how the quality of Netflix service affects user satisfaction and continuance intention. This study classified the quality of Netflix service as content diversity, rate system appropriateness, recommendation system, N-screen service, binge viewing, and service quality, and examined the effect of each dimension on user satisfaction and continuous intention. We conduced an online survey on 202 Netflix users and analyzed the data with the SEM. Results are as follows. First, content diversity, recommendation system, binge-viewing and service quality are positively associated with user satisfaction. Second, the N-Screen service has neither direct nor indirect effects on continuance intention. However, rate system has a direct effect on continuance intention. On the other hand, content diversity, recommendation systems, binge-viewing, and quality of service affect continuance intention positively through user satisfaction. Finally, it is shown that user satisfaction and continuance intention have a significant static correlation as predicted.

A Study on the Influence of Game Broadcasting Content Factors and Communicator Factors on Immersion and Viewing Intention : Focusing on e-sports game broadcasting contents (게임 방송 콘텐츠 요인과 커뮤니케이터 요인이 몰입 및 시청의도에 미치는 영향에 관한 연구 : e스포츠 게임 중계 방송 콘텐츠를 중심으로)

  • Kim, Yu Mi
    • Journal of Korea Game Society
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    • v.21 no.3
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    • pp.39-52
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    • 2021
  • This purpose of study is to investigate the influence of e-sports(electronic sports) broadcasting contents and communication factors on game broadcasting viewing intention, focusing on the immersion parameter. As a result of the analysis, it was found that 'creativity' among content elements such as 'entertainment', 'creativity' and 'informationality' has a great influence on immersion. Among the communicator factors, 'communication', 'professionality', and 'uniqueness' were found to have a positive effect on immersion. In addition, the sense of immersion had a great influence on the intention to watch the broadcast.

A Study on Factors Influencing Immersion and Viewing Intention of Personal Broadcasting Viewers (개인방송 시청자의 몰입 및 시청의도에 미치는 영향요인 연구)

  • Hong, Moo-Goong;Kwon, Hyeog-In
    • The Journal of the Korea Contents Association
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    • v.19 no.9
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    • pp.195-211
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    • 2019
  • Recently, as the personal broadcasting industry has grown rapidly, interest in personal braodcasting platform companies, creators, and contents is increasing. In addition to the quantitative growth of the private broadcasting industry, related research is also increasing, but there is a lack of research on the viewer side. In this study, we applied the Hedonic-Motivation System Adoption Model (HMSAM) to derive the viewing motivation factors from the intrinsic aspects of personal broadcasting users. Also, we analyzed the difference of viewing motivation factors by classifying the types of personal broadcasting contents. As a result of the analysis, extrinsic and intrinsic factors of the users except "control" has a significant influence on the viewing intention and immersion. Also, it was verified that the influences on the viewer's immersion were different according to the content type. Finally, various theoretical and practical implications are presented through the results of this study.

Effects of Anchors' Reputation and Brand Equity Evaluation of TV News Program on the Continuous Watching Intention : Focusing on KBS, JTBC, YTN TV News (TV 뉴스 프로그램의 앵커 평판과 브랜드 자산 평가가 지속적 시청 의도에 미치는 영향 : KBS, JTBC, YTN 뉴스를 중심으로)

  • Ha, Dong-Keun;Ahn, Seo-Jin
    • The Journal of the Korea Contents Association
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    • v.18 no.9
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    • pp.91-101
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    • 2018
  • This research verified the effects of anchors' reputation and brand equity evaluation of news on the continuous watching intention for general news channels such as KBS, JTBC, and YTN. Data collection was conducted on nationwide 539 adults who were watching news for each channel, and Hierarchical regression analysis was conducted to analyze the impact of the anchors' reputation and news brand equity evaluation factors. As a result, first, KBS showed continuous watching intention as viewers are men, their academic background is lower, they are more conservative, viewing frequency is higher, anchor awareness is higher, and news awareness and news preference are higher. Second, JTBC showed continuous watching intention as viewers are more advancing, viewing frequency is higher, anchor confidence, news awareness, and news preference, and evaluation on news quality are higher. Third, YTN showed continuous watching intention as their viewing frequency is higher, anchor confidence and anchor attraction are higher, news preference and evaluation on news quality are higher.

The Satisfaction Factors Affect the Recommendation Intention and Rewatching Intention of Watching Musicals through Online Platforms : Focus on the Moderating Effects of Audience's Degree of Involvement to Musicals (온라인 플랫폼 뮤지컬 관람 방식의 추천 의도 및 재관람 의도에 영향을 미치는 만족 요인 : 뮤지컬 관여도의 조절 효과를 중심으로)

  • Yoon, Hyeong-Yeol
    • Journal of Korea Entertainment Industry Association
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    • v.15 no.8
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    • pp.131-143
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    • 2021
  • In this study, the factors influencing the satisfaction of the online platform musical viewing method were investigated, and the effect of the satisfaction factors on the recommendation intention and rewatching intention of the online platform viewing method for musicals was investigated. In addition, the effect of the survey subjects' degree of involvement to musicals between the satisfaction of the online platform-based musical viewing method and recommendation intention, and rewatching intention was investigated. Satisfaction factors of online platform musicals, which are independent variables, were classified into image quality, convenience, economy, and interactivity, and dependent variables were classified into recommendation intention and rewatching intention of online platform musicals, and moderator variable was set to degree of involvement to musicals, and a total of 20 hypotheses were established. An online survey was conducted on 1,454 audiences who had experience watching musicals through the online platform from August 28 to September 7, 2021, and a total of 1,418 answers were used as valid samples. As a result of the analysis, the factors that make up the satisfaction of online platform musicals appeared in the order of convenience, video quality, economics, and interactivity. It was found that the satisfaction level of watching online platform musicals had a positive effect on the intention to recommend and rewatching online platform musicals in the path of all satisfaction factors. It was found that the moderating effect of the audience's involvement in musicals between online platform musical viewing satisfaction and recommendation intention and rewatching intention had a significant effect only between image quality and recommendation intention. It shows that audiences with high involvement in musicals have intention to recommend only when they are satisfied with the video quality of online platform musicals. Particularly important point is that the convenience factor was found to have the greatest influence on the satisfaction of online platform musical viewing method, but the image quality factor was found to have the greatest influence on the recommendation intention and rewatching intention of online platform musicals.

Impacts of Choice Attribute of Christian Musicals upon Viewing Satisfaction and Behavioral Intention Afterwards (기독교뮤지컬의 선택속성이 관람만족과 관람 후 행동의도에 미치는 영향)

  • Jung, Key-Eun
    • The Journal of the Korea Contents Association
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    • v.18 no.12
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    • pp.676-681
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    • 2018
  • This paper is designed to address the extent of impacts that religious musicals may have upon on audience in contrast to the mainstream musicals by exploring choice attributes of Christian musicals, which are based on the stories of the Bible. Through empirical analysis, the paper shows that there is positive correlation between choice attributes and viewing satisfaction, while explaining choice attributes' impact on behavioral intention of audience, typically in word-or-mouth intention. It further shows that choice attribute of Christian musicals have direct positive impacts on both of behavioral and word-of-mouth intentions, which revisit intention is positively related to its reputation and the performance place. This study's significance lies in the use of Christian musicals to explore the complex interactions between choice attributes and audiences' behavioral intentions afterwards. However, it will also further benefit if future research include further mediating, control variable, including non-Christians.