중국의 상품 연계형 예능 프로그램에 대한 인식 요인이 구매 의도에 미치는 영향: 이용 동기, 혁신 요인, 브랜드 진정성 요인을 중심으로

초록

In recent years, broadcasters and content producers have increasingly released entertainment programs linked to corporate products or brands. This study refers to such programs as product-linked entertainment shows and investigates how audience perceptions of them influence product purchase intention. Specifically, entertainment motivation, passing time motivation, information-seeking motivation, perceived price advantage, and brand authenticity were included as explanatory variables. The study examined their effects on continued viewing intention and the subsequent impact of continued viewing intention on product purchase intention. The analysis revealed that only passing time motivation and perceived price advantage had a positive effect on continued viewing intention, which in turn significantly influenced product purchase intention. Moreover, continued viewing intention was found to mediate the relationship between explanatory variables and purchase intention. Theoretically, this study contributes to extending the applicability of the uses and gratifications approach and diffusion of innovations theory. From a practical perspective, it provides strategic implications for integrating product-linked elements into entertainment programs.

키워드