• Journal of the Korean Society of Food Culture
• /
• v.29 no.3
• /
• pp.259-269
• /
• 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.

• Journal of Korea Multimedia Society
• /
• v.23 no.10
• /
• pp.1331-1338
• /
• 2020

Social viewing has become an increasingly common viewing pattern by combining SNS use with video-watching. Accordingly, social viewing has attracted much scholarly attention, but a more comprehensive understanding of the process and effects of social viewing is warranted. For this, this study incorporated social viewing motivations, viewer satisfaction, and the continuous use intention, taking the viewer's communicative behavior into account as a possible moderator. This study conducted an online survey (N=334). Among four motivations, enjoyment, sharing and expression were significant predictors of program and communication satisfaction. Information, however, was only associated with program satisfaction but not with communication satisfaction. The moderating effects of three communication behaviors, production, sharing, and reception, were discussed in the relationship between user motivations and viewing satisfaction and continuous use intention. Production behaviors played a significant moderating role in between enjoyment, information, sharing, and communication satisfaction. Sharing moderatied information, sharing, and program satisfaction, whereas reception was not a significant moderator.

• Korean journal of communication and information
• /
• v.66
• /
• pp.273-297
• /
• 2014

This paper conducted a survey targeting online Korean drama viewers in Vietnam and Philippines, to investigate the relationships between viewing motivations of Korean drama, general attitude toward Korean drama, and Korea's national image. Factor analyses found six viewing motivations of Korean drama, and the most powerful viewing motivation of Korean drama were entertainment/relaxation(Vietnam) and longing for actor(actress)(Philippines), respectively. In addition, two path analyses showed that viewing motivations had a significant influence on general attitude toward Korean drama. Longing for actor(actress) and entertainment/relaxation motivations were critical factors in both countries' paths, but habit motivation was negatively related to general attitude toward Korean drama. In case of Korea's national image, the results showed that the more positive general attitude toward Korean drama, the more positive images of national image. Conclusions, implications, and limitations were also discussed.

• Journal of Internet Computing and Services
• /
• v.20 no.4
• /
• pp.103-111
• /
• 2019

Due tothe popularity of personal web-casting 'Food Web Casting' program, the present study aims to examine its effects on real life. The study conducted a survey with Korean college students. Results from a survey of 256 participants showed that first, the most salient reason for watching 'Food Web Casting' was gratification for killing time and gratifications for food entertainment, information, vicarious, and para social interaction are followed. Second, vicarious gratification, killing time gratification, and vicarious gourmandism gratification had a positive effect on Food Wed Casting programs viewing time, while it is not found for effects of gratifications for information and pro-social interaction. Third, it is found that Food Wed Casting programs viewing had effects on viewing happiness and negative perception of fat people. However, it did not have an effect on frequency of food delivery service. Based on these findings,implication, limitations, and topics for future research are discussed.

• The Journal of the Korea Contents Association
• /
• v.20 no.5
• /
• pp.105-117
• /
• 2020

This study defined the Creators who produce video contents related to Korean Wave in the form of one-person media and takes an influential role in China as the 'Korean Wave(Hallyu) Wanghong Media'. This study aimed at examining the effects of viewing motivation and behavior on satisfaction and cultural acceptance. The survey was conducted on 240 respondents who have watched the contents on China's Bilibili video site. As a result, among five different motivations, the higher the level of 'cultural curiosity', 'entertainment', and 'empathy', the higher the satisfaction. Examining the effect of viewing behavior on satisfaction, 'frequency', the act of 'sharing' and 'participating' had positive effects. Furthermore, 'cultural curiosity' and 'satisfaction' were the factors of positive influence on cultural acceptance. The results of this study can enhance the understanding of Korean Wave Wanghong Media and further contribute to continuous development.

• Korean journal of communication and information
• /
• v.38
• /
• pp.40-72
• /
• 2007

Amid the rapid growth in use of portal news, this study examined whether portal news would substitute traditional news media, in particular newspapers and television news. To answer the research question, this study attempted to investigate how the decrease in use of traditional news media was associated with online news use, reliance on, and motivations for portal news. First, this study found that there was a negative and significant relationship between the Internet use and television news viewing, suggesting that those who are more likely to use the Internet are less likely to watch television news programs. Also, portal news was negatively associated with time spent with newspaper reading, while it was not related to television news viewing. Second, this study found that convenience/information-seeking needs appeared as the major motivations for using portal news, which were negatively and significantly associated with the decreased time spent with watching television news programs. In other words, those who used portal news for convenience/information-seeking needs are less likely to watch television news programs, which may indicate that portal news could be a substitute for television news in terms of convenience/information-seeking motivations. In addition, the result of this study showed that there was a complementary relationship between portal news and newspapers in terms of surveillance needs. Those findings could be explained by the concept of "functional similarity" in the process of media substitution. Based on the findings, implications of this study were discussed.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.14 no.4
• /
• pp.1595-1603
• /
• 2013

This study uses the Importance Performance Analysis (IPA) on viewing motivation for the revitalization of Korean creative musicals. The IPA is the evaluation techniques to simultaneously compare and analyze relative importance and achievement of each attribute for multi-attribute models. This analysis uses the discerning method by displaying the matrix that includes the factors about which customers care and customer satisfaction on each factor. The customer satisfaction is determined by customer expectation for each attribute and its implementation level. This study, through this method, exams the importance and satisfaction level on attributes of viewing motivations for Korean creative musicals.

• Informatization Policy
• /
• v.30 no.2
• /
• pp.68-85
• /
• 2023

In this study, we collected data from live commerce streaming. Streamimg data were then categorized based on the degree of chatting activation, with the distribution of text responses generated by consumers analyzed. From a total of 2,282 streaming data on NAVER Shopping Live -which has the largest share in the domestic live commerce market- we selected 200 streaming data with the most active viewer responses and finally chose the streams that had steep increase or decrease in viewer responses. We synthesized variables from the existing literature on live commerce viewing intentions and participation motivations to create a table of variables for the purpose of the study. Then we applied them with events in the broadcast. Through this study, we identified which components of the broadcast stimulate the variables of consumer response found in previous studies, moreover, we empirically identified the motivations of consumers to participate in live commerce through data.

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

• Management & Information Systems Review
• /
• v.34 no.3
• /
• pp.197-213
• /
• 2015

This study is to investigate the effect of the motivation of choosing the tourist spots on the image of the tourist spots and the intention of revisiting targeting the tourists visiting Gamcheon Culture Village. The motivations of choosing the tourist spots, such as experiences, sightseeing, viewing of the cultural events, have a positive (+) effect on the affective image of the tourists. Only sightseeing in the motivations of choosing the tourist spots has a positive (+) effect on the epistemic image of the tourists. With the results of the analyzed effect of the affective image of the tourist spots on the intention of revisiting, it is revealed that the affective image has a significant effect on the intention of revisiting, not the epistemic image. It is suggested that the tourists have a good impression of Gamcheon Culture Village through experiences, sightseeing, viewing of the cultural events. In order for Gamcheon Culture Village to be one of the world-famous tourist spots, many attractions should be provided along with more different experience programs than now, various attractions, alley festivals held throughout the year. With the village developed with the greatest care, the tourists should have the intention of revisiting the village through experiences, sightseeing, viewing of the cultural events with their precious memories, since positive images tourists have tend to be anchored in the affective area rather than in the epistemic one.