TV 예능 프로그램에 대한 경험적 가치와 충성도의 관계: ‘나만 믿고 따라와, 도시어부’를 중심으로 (The Relationship between Experiential Value and Loyalty for TV Entertainment Programs: focused on 'Just Trust me and Follow me, City Fisherman')

서지정보

· 발행기관 : 한국인터넷전자상거래학회
· 수록지 정보 : 인터넷전자상거래연구 / 18권 / 4호 / 159 ~ 176페이지
· 저자명 : 박세현, 오재신

초록

The purpose of this study is to analyze the effect of experiential value on viewer loyalty through trust and playfulness of popular TV entertainment program. Recently, as the empirical factors of consumers have been highlighted in the field of entertainment activities, researches on experiential value perceived by consumers in the field of culture and art are being considered. This study theoretically researches Experiential value of TV entertainment program, trust, playfulness, review intention and recommend intention. In order to investigate the hypothesis, a survey was performed. Questionnaires were answered by viewers who have ever watch the Korea TV entertainment program. The results showed that experiential value had a significant effect on trust and playfulness. Trust has a significant impact on the recommend intention, and playfulness has a significant impact on the review intention. Future research should focus on experiential value studies of more diverse TV entertainment programs.

영어초록

The purpose of this study is to analyze the effect of experiential value on viewer loyalty through trust and playfulness of popular TV entertainment program. Recently, as the empirical factors of consumers have been highlighted in the field of entertainment activities, researches on experiential value perceived by consumers in the field of culture and art are being considered. This study theoretically researches Experiential value of TV entertainment program, trust, playfulness, review intention and recommend intention. In order to investigate the hypothesis, a survey was performed. Questionnaires were answered by viewers who have ever watch the Korea TV entertainment program. The results showed that experiential value had a significant effect on trust and playfulness. Trust has a significant impact on the recommend intention, and playfulness has a significant impact on the review intention. Future research should focus on experiential value studies of more diverse TV entertainment programs.

참고자료

· 없음