매체별 장르 선호도가 지상파방송 채널 시청 정도에 끼치는 영향

초록

This study explores the effects of media genre preferences on the degree of television channel viewing. The significant results are as follows: firstly, most of preferred genre among respondents are drama, news and entertainment related programs. Secondly, socio-demographic variables such as gender and age were significant factors in explaining genre preferences. Thirdly, all of terrestrial channels including KBS 1, 2, MBC and SBS were relatively similar in users’ genre preferences. Finally, discriminant factors for the high degree of channel loyalty from users were drama, documentary and news genres.

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