TV 프로그램의 지각된 상호작용성과 사회적 실재감이 지속시청의도에 미치는 영향영향:˂ 마이 리틀 텔레비전텔레비전˃ 을 중심으로 한 몰입의 매개효과 분석

초록

Recently, MBC, which realized the popularity of Internet personal broadcasting, has been receiving much attention by broadcasting the entertainmnet program "My Little Television". <My little Television> is a combination of internet broadcasting and terrestrial broadcasting. It has different characteristic from the basic structure of a general TV program. This study examined the effects of perceived interactivity and social presence on satisfaction and intention to continuous viewing about <My little Television>. The results of study show as follows. First, the perceived interactivity between the terrestrial viewers and the panels has a significant effect on the flow. However, the perceived interactivity between viewers did not have a significant effect on the flow. Likewise, there is no significant relationship between social presence and flow. Next, the flow of viewers in the terrestrial broadcasters and the viewing satisfaction have a significant effect. There is a significant relationship between the flow of terrestrial broadcasting viewers and continued viewing intention. Finally, the viewing satisfaction of the terrestrial broadcasters and continued viewing intention were statistically significant. Also, through the path analysis, it was confirmed that perceived interactivity between viewers and panels significantly effects on the viewing satisfaction through flow experience. Based on these results, this study contributes theoretically and practically in relation to TV program planning.

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