프로야구 하이라이트 프로그램 해설자의 공신력과 시청만족도 및 채널충성도 간의 관계

석부길(Seok, Boo-Gil),이용건(Lee, Yong-Gun),이성문(Lee, Sung-Moon) 한국체육과학회 2016 한국체육과학회지 Vol.25 No.4

The purpose of this study was to determine the structure among the commentator’s public confidence, viewer satisfaction and channel loyalty in professional baseball highlights programs. Also, to verify whether the viewing experience enhances the channel loyalty as a leading variable in order to present the necessary data to the stake-holders. The population was selected as those who have watched the professional baseball experience highlights program before. 309 questionnaires were used for analyze; excluding unfaithful and dual response questionnaires. Windows SPSS/PC ver 20.0 and AMOS 18.0 were used to analyze the data. Also, understood the structure relationship, verified the direct effects, indirect effects and mediated effects. Results were followed as. First, commentator’s public confidence gave a positive effect on viewer satisfaction. Second, viewer satisfaction gave a positive effect on channel loyalty. Third, commentator’s public confidence gave a positive effect on channel loyalty. Lastly, viewer satisfaction had a moderating effect between commentator’s public confidence and channel loyalty. Based on the results, in order to increase the channel loyalty, various plans should be created to increase commentator’s public confidence. Also, since the viewer satisfaction is considered as an important leading factor, efforts to enhance the viewer satisfaction should not be overlooked.

e스포츠 인터넷 방송 BJ속성이 시청만족 및 BJ충성도에 미치는 영향: 시청자의 e스포츠 지식 정도의 조절효과를 중심으로

배동익,김대희,김대환 한국융합과학회 2023 한국융합과학회지 Vol.12 No.2

Purpose The present study aimed to explore the effect of esport internet broadcasting BJ attributes on viewer satisfaction and BJ loyalty and to examine the moderating effect of knowledge about esport on the relationship between BJ attributes and viewer satisfaction. Methods Based on cross sectional design, the target participants were 600 e-sports viewers residing in 17 regions in Korea. After deleting incomplete cases, a total of 566 cases was used for SEM using R software. Result The results revealed that BJ attributes(expertise and agreeableness) had a positive effect on viewing satisfaction, and viewing satisfaction had a positive effect on BJ loyalty. Additionally, the e-sports knowledge level of viewers significantly moderated the effect of BJ attributes on viewing satisfaction. Conclusion The viewer’s e-sports knowledge level is an important variable that moderate the effect of BJ attributes on viewers’ viewing satisfaction, and BJs should appropriately utilize expertise and agreeableness for their target viewers.

한국 리얼리티 오락 프로그램의 포맷구성 요소가 중국 시청자의 시청효과에 미친 영향 연구1

왕판(王盼)(Wang, Pan),최영준(Choi, Young Jun) 청운대학교 방송예술연구소 2015 미디어와 공연예술연구 Vol.10 No.1

본 연구는 프로그램의 형식을 수입하여 현지화하는 제작방식인 포맷 프로그램의 인기 요인에 대하여 중국판 <아빠! 어디가?> 프로그램을 중심으로 중국 시청자들의 시청효과를 고찰하고자 하였다. 특히 포맷 프로그램은 포맷 구성요소들로 구성되어지는데 이 요소들 중에 어떤 요인들이 중국 시청자들게 영향을 미치는지 규명해 보고자 하였다. 이를 위하여 중국 내 중국판 <아빠! 어디가?>를 시청한 중국 시청자들을 대상으로 설문을 실시하였다. 구체적 결과로 첫째, 프로그램의 포맷 구성요소 중에서 연출자, 줄거리 특징, 독창성, 홍보 구성요소는 시청자 만족도에 비교적으로 큰 영향을 미치는 것으로 나타났다. 그러나, 프로그램 포맷구성 요소 중에서 화면/음향 특징은 시청 만족도에 영향을 미치지 못하고 있는 것으로 나타났다. 둘째, 프로그램 포맷 구성요소 중 시청자 충성도에 대한 가장 큰 영향을 미치는 요소는 독창성이고 가장 적은 영향을 미치는 것은 출연자 요소였다. 셋째, 프로그램의 포맷 구성요소에 대한 시청자 만족도는 시청자 충성도에 정(+)의 유의적인 영향을 미치는 것으로 분석되었다. 즉, 프로그램 포맷 구성요소에 대한 만족도가 높아질수록 프로그램에 대한 충성도는 높아지는 것으로 나타났다. 본 연구는 한국 리얼리티 오락 프로그램의 포맷을 차용한 프로그램을 시청한 중국 시청자들의 시청 만족도와 프로그램 충성도에 대한 결정요인을 실증적으로 규명하였다는 점에서 의의가 있다. As focusing on <Daddy, Where are we going?>, this study is considering effects of Chinese viewers on popularity factors of a format program, which is a type of a localized production method by importing a television program format. Especially as the format programs consist of format composition factors, this study is to investigate which factors among the composition factors could influence the Chinese viewers. For this research, this study surveyed Chinese viewers, who have watched the <Daddy, Where are we going?>. As specific results, first, this survey reveals that, among the format composition factors, a producer, a synopsis feature, originality, and a promotion composition factor relatively influence viewer satisfaction hugely. In the program composition factors, however, the survey reveals that screen and sound features could not affect the viewer satisfaction. Second, among the program format composition factors, the most influential factor, related to viewer loyalty, is originality and the less one is a casting factor. Third, it is analyzed that the viewer satisfaction of the composition factors of the program format could influence meaningfully positive effects of the viewer loyalty. Indeed, this study found that as the satisfaction about the composition factors of a program format is higher, the loyalty for a program is getting higher. This study has a significance to practically investigate determinant factors for the viewer satisfaction and the program loyalty of the Chinese viewers who have watched the television program, which borrow a format of a reality entertainment program from Korea.

한국 리얼리티 오락 프로그램의 포맷구성 요소가 중국 시청자의 시청효과에 미친 영향 연구 : 중국판 <아빠! 어디가?> 프로그램을 중심으로

왕판,최영준 청운대학교 방송예술연구소 2015 미디어와 공연예술연구 Vol.10 No.1

본 연구는 프로그램의 형식을 수입하여 현지화하는 제작방식인 포맷 프로그램의 인기 요인에 대하여 중국판 <아빠! 어디가?> 프로그램을 중심으로 중국 시청자들의 시청효과를 고찰하고자 하였다. 특히 포맷 프로그램은 포맷 구성요소들로 구성되어지는데 이 요소들 중에 어떤 요인들이 중국 시청자들게 영향을 미치는지 규명해 보고자 하였다. 이를 위하여 중국 내 중국판 <아빠! 어디가?>를 시청한 중국 시청자들을 대상으로 설문을 실시하였다. 구체적 결과로 첫째, 프로그램의 포맷 구성요소 중에서 연출자, 줄거리 특징, 독창성, 홍보 구성요소는 시청자 만족도에 비교적으로 큰 영향을 미치는 것으로 나타났다. 그러나, 프로그램 포맷구성 요소 중에서 화면/음향 특징은 시청 만족도에 영향을 미치지 못하고 있는 것으로 나타났다. 둘째, 프로그램 포맷 구성요소 중 시청자 충성도에 대한 가장 큰 영향을 미치는 요소는 독창성이고 가장 적은 영향을 미치는 것은 출연자 요소였다. 셋째, 프로그램의 포맷 구성요소에 대한 시청자 만족도는 시청자 충성도에 정(+)의 유의적인 영향을 미치는 것으로 분석되었다. 즉, 프로그램 포맷 구성요소에 대한 만족도가 높아질수록 프로그램에 대한 충성도는 높아지는 것으로 나타났다. 본 연구는 한국 리얼리티 오락 프로그램의 포맷을 차용한 프로그램을 시청한 중국 시청자들의 시청 만족도와 프로그램 충성도에 대한 결정요인을 실증적으로 규명하였다는 점에서 의의가 있다. As focusing on , this study is considering effects of Chinese viewers on popularity factors of a format program, which is a type of a localized production method by importing a television program format. Especially as the format programs consist of format composition factors, this study is to investigate which factors among the composition factors could influence the Chinese viewers. For this research, this study surveyed Chinese viewers, who have watched the . As specific results, first, this survey reveals that, among the format composition factors, a producer, a synopsis feature, originality, and a promotion composition factor relatively influence viewer satisfaction hugely. In the program composition factors, however, the survey reveals that screen and sound features could not affect the viewer satisfaction. Second, among the program format composition factors, the most influential factor, related to viewer loyalty, is originality and the less one is a casting factor. Third, it is analyzed that the viewer satisfaction of the composition factors of the program format could influence meaningfully positive effects of the viewer loyalty. Indeed, this study found that as the satisfaction about the composition factors of a program format is higher, the loyalty for a program is getting higher. This study has a significance to practically investigate determinant factors for the viewer satisfaction and the program loyalty of the Chinese viewers who have watched the television program, which borrow a format of a reality entertainment program from Korea.

TV토론 진행자의 진행 스타일이 진행자에 대한 공신력과 수용자의 태도 및 시청 만족도에 미치는 영향 : 남자 대학생을 중심으로

최지원,허경호 한국소통학회 2014 한국소통학보 Vol.25 No.-

본 연구는 TV토론 진행자의 진행 스타일이 진행자의 공신력에 미치는 영향과 수용자의 태도 변화 및 만족도에 미치는 영향에 대한 연구다. 선행 연구를 바탕으로 TV토론 진행자의 진행 스타일을 기계적 진행 스타일과 적극적 진행 스타일로 구분하였다. 또한 게임중독법에 관련된 논제로 토론 대본을 작성했으며 이를 바탕으로 두 편의 토론 동영상을 제작하였다. TV토론 진행자의 진행 스타일이 진행자의 공신력에 미치는 영향을 측정하기 위해 벌로 등이 개발한 공신력 척도를 사용하였으며 이 척도는 안정성, 신뢰성 및 역동성을 측정하는 문 항으로 구성되었다. 수용자의 태도를 측정하기 위하여 선행 연구를 바탕으로 게임 중독에 대 한 인지적, 감정적 및 행동적 측면으로 구분하여 문항을 구성하였다. 마지막으로 수용자의 시 청 만족도를 측정하기 위해 내용 만족과 과정 만족으로 구분하여 측정한 척도를 사용하였다. 분석 결과 적극적 진행 스타일을 보인 진행자가 기계적 진행 스타일을 보인 진행자보다 더 높은 공신력이 있는 나타났다. 또한 기계적 진행 스타일을 보인 경우 시청자의 태도 변화가 나타나지 않은 반면 적극적 진행 스타일을 보인 경우 태도 변화가 나타났다. 마지막으로 기계 적 진행 스타일보다 적극적 진행 스타일이 TV토론에 대한 시청 만족도가 높게 나타났다. 특 히 동일한 토론 내용이라도 진행자가 적극적 진행 스타일을 구사할 경우 토론 프로그램 내용에 대한 만족도 가 높게 나타났다. 본 연구는 TV토론 진행자의 진행 스타일에 대한 연구가 미미한 상황에서 진행 스타일이 미치는 영향에 대해 분석하고자 한 시도에 의미가 있다. 또한 연구의 논의와 한계를 지적하여 향후 관련 연구에 도움이 되고자 하였다. The purpose of this study was to examine the influence of the hosting style of TV debate show hosts on their credibility, the attitude change of viewers and their satisfaction. The hosting styles of TV debate program hosts were classified into two based on a previous study. One was a mechanical style that was to proceed within the show to moderate the flow of the program. For examples, giving a chance to speak, controlling time, and having participants refrain from speaking what had nothing to do with the given theme were all categorized into this style. The other was an active style that actively controlled the flow of the program. For examples, posing a question, summarizing speech contents, asking a question about or confirming speech contents, fleshing out speech contents or asking for explanation were all categorized into this style. After a topic for discussion that was related to the selected experimental group was chosen, a script was prepared, and two debate video clips were produced. The two video clips were the same in the speech contents and style of the debaters, but were different from each other in the speech and style of the hosts. The host of one video clip proceeded with the program in a mechanical manner, and the host of the other video clip did that in an active manner. The credibility inventory by Berlo, et al. was used to assess the influence of the hosting style of the TV debate show hosts on their credibility. This inventory was composed of the safety, qualification, and dynamism dimensions. and a five-point scale was employed. To assess the attitude of the viewers, items were prepared from the selected three aspects of game addiction: cognitive, emotional, and behavioral ones, and a five-point scale was utilized. Finally, the items were modified to assess viewer satisfaction based on an earlier study that found the two dimensions of the viewer satisfaction: the satisfaction with contents and the satisfaction with process. A five-point scale was employed as well. The research question 1 was about the impact of the hosting style of the TV debate show hosts on their credibility, and the result shows that the active style was found to gain higher credibility than the mechanical style. The research question 2 was about the influence of the hosting style of the TV debate show hosts on the attitude change of the viewers, and the result shows that the mechanical style brought no statistically significant change to the attitude of the viewers. In contrast, the active style made a statistical significant difference to that. The research question 3 was about the influence of the hosting style of the TV debate show hosts on viewer satisfaction, and the result shows that viewers were more satisfied with the active style than the mechanical style. In particular, they were more satisfied with the contents of the programs when the host had the active style, even though the contents of the debate were the same. Not many studies have examined the hosting style of TV debate show hosts so far, and this study is of significance in that it attempted to analyze the influence of the hosting style of TV debate show hosts under the circumstances. The findings of the study were discussed, and the limitations of the study were explained as well, which is expected to be of use for future research efforts.

동계스페셜올림픽 중계방송에 대한 방송품질지각, 시청만족도, 재시청의도 관계연구

엄진종(Jin Jong Eum),서건우(Geon Woo Seo),김화룡(Hwa Ryong Kim) 한국사회체육학회 2014 한국사회체육학회지 Vol.0 No.55

The purpose of this study was to verify the relationship among broadcasting factors, viewer satisfaction, and intention to rewatch of Pyeong-Chang 2013 Special Olympic Games in TV relay broadcasting program. Subjects were chosen from the viewers of Pyeong-Chang 2013 Special Olympic Games. Questionnaires were given to the subjects and 292 questionnaires that were used for the study. Data were analyzed through reliability analysis and correlation analysis using SPSS Windows V 18.0, also analyzed through confirmatory factor analysis and structural equation model analysis using AMOS 7.0. the structural equation model analysis results supported four hypotheses out of six hypotheses. First, commentator of Pyeong-Chang 2013 Special Olympic Games relay broadcasting program has statistically significant effects on viewer satisfaction. Second, image of Pyeong-Chang 2013 Special Olympic Games relay broadcasting program has statistically significant effects on viewer satisfaction. Third, viewer participation of Pyeong-Chang 2013 Special Olympic Games relay broadcasting program has statistically significant effects on viewer satisfaction. Fourth, viewer satisfaction of Pyeong-Chang 2013 Special Olympic Games relay broadcasting program has statistically significant effects on intention to rewatch

동계올림픽 중계방송에 대한 방송품질지각, 시청만족도, 재시청의도, 구전의도 관계 연구

최종수(Jong Su Choi),조광민(Kwang Min Cho),임범(Bum Gyu Im) 한국사회체육학회 2011 한국사회체육학회지 Vol.0 No.45

The purpose of this study was to verify the relationship among broadcasting factors, viewer satisfaction, intention to rewatch, and word of mouth(WOM) intention of 2010 Vancouver Winter Olympic Games TV relay broadcasting program. Subjects were chosen from the viewers of 2010 Vancouver Winter Olympic Games in Seoul. Questionnaires were given to the subjects and 271 questionnaires that were used for the study. Data were analyzed through exploratory factor analysis, reliability analysis and correlation analysis using SPSS Windows V 18.0, also analyzed through confirmatory factor analysis and structural equation model analysis using AMOS 7.0. the SEM results supported five hypotheses out of seven hypotheses. First, commentator of Winter Olympic Games relay broadcasting program has statistically significant effects on viewer satisfaction. Second, image of Winter Olympic Games relay broadcasting program has statistically significant effects on viewer satisfaction. Third, relay condition of Winter Olympic Games relay broadcasting program has statistically significant effects on viewer satisfaction. fourth, viewer satisfaction of Winter Olympic Games relay broadcasting program has statistically significant effects on intention to rewatch. Fifth, viewer satisfaction of Winter Olympic Games relay broadcasting program has statistically significant effects on WOM intention.

게임 개인방송에서 시청자의 만족도 및 선물후원의도에 영향을 미치는 요인: DouYu TV 플랫폼을 중심으로

조성휘,양성병 한국인터넷전자상거래학회 2020 인터넷전자상거래연구 Vol.20 No.3

With the recent development of smart/mobile devices, we have entered the ‘mobile only’ era, in which the personal broadcasting market has rapidly developed. However, there is still a lack of research focusing on both content qualities and creators’ features in a personal broadcasting setting. Therefore, based on the elaboration likelihood model (ELM) and prior studies related to personal broadcasting, this study identified the three key factors of content quality (i.e., value-added, relevance, and completeness) as well as the three important factors of creator features (i.e., reliability, professionalism, and interactivity) in the context of personal game broadcasting. It also verified the effect of these factors on viewers’ satisfaction and gift-giving intention. Furthermore, the moderating roles of viewers’ motivation (i.e., information gathering vs. entertaining purposes) and impulsive purchase propensity in the relationships between influencing factors and satisfaction and also between satisfaction and the two different types of gift-giving intention (i.e., free- and paid-gift-givings), respectively. The results of structural equation model (SEM) analysis with a total of 226 respondents of an online survey revealed that value-added, professionalism, and interactivity have a significant impact on viewers’ satisfaction, which in turn leads to increased gift-giving intention. This study is one of the first attempts to verify influencing factors of viewers’ satisfaction and gift-giving intention in the context of personal game broadcasting by drawing on the ELM. The results of the study may provide useful guidelines to various stakeholders regarding personal game broadcasting such as managers, creators, and viewers.

e-스포츠 스타플레이어 이미지가 시청만족, 구단이미지, 충성도, 지속의도에 미치는 영향

최세희(Choi, See-He),정한울(Jeong, Han-Ul),허세응(Huh, Seh-Eng),김차용(Kim, Cha-Yong) 한국사회체육학회 2016 한국사회체육학회지 Vol.0 No.64

The purpose of this study was to investigate the e-sports star player image on viewer satisfaction, team image, team loyalty, adherence intention. The Participants who were university students of 7 university located in Chung cheong do and made total of 277 copies which were chosen as the final valid samples. The data were analyzed by frequency analysis, reliability analysis, confirmatory factor analysis and structural equation modeling with SPSS 22.0, AMOS 22.0 program. The results of this study were as follow. First, e-sports star player image negatively influenced team image. Second, e-sports star player imamge positively influenced viewer satisfaction. Third, e-sports star player image negatively influenced team loyalty. Fourth, viewer satisfaction positively influenced team image. Fifth, viewer satisfaction positively influenced team loyalty. Sixth, viewer satisfaction positively influenced adherence intention. Seventh, team image positively influenced adherence intention. Eighth, team loyalty negatively influenced adherence intention.

버추얼 유튜버 속성이 콘텐츠 유희성과 시청자 만족도에 미치는 영향 분석

이창욱 사단법인 한국브랜드디자인학회 2023 브랜드디자인학연구 Vol.21 No.2

YouTube, a one-person media platform, continues to grow due to its advantages of allowing individuals to easily create channels, produce content, and distribute it. In this context, it is meaningful to explore the attributes of virtual YouTubers, a new presence in one-person media, and how these attributes influence the significance of content and viewer satisfaction through the use of motion capture technology and voice synthesis technology. To this end, this study surveyed 357 viewers who have experienced watching virtual YouTubers and analyzed the data. The analysis was conducted using SPSS 21.0, including validity and reliability tests, exploratory factor analysis, reliability analysis, and correlation analysis. The results of the analysis are as follows: Firstly, the attributes of virtual YouTubers were identified as attractiveness, expertise, friendliness, and curiosity. Secondly, the influence of virtual YouTuber attributes on viewer satisfaction showed that curiosity and friendliness significantly affected viewer satisfaction, while attractiveness and expertise did not have a significant impact. Thirdly, the influence of virtual YouTuber attributes on content significance revealed that attractiveness, expertise, friendliness, and curiosity all had a significant impact on content significance. Fourthly, the significance of content significance in virtual YouTube had a significant impact on viewer satisfaction. This study will serve as fundamental data for understanding the influence of virtual YouTuber attributes on content significance and viewer satisfaction. 1인 미디어 플랫폼인 유튜브는 개인이 쉽게 채널을 개설하고 콘텐츠를 제작하고 유통할 수 있다는 장점을 가지고 지속 성장하고 있다. 이런 상황에서 모션 캡쳐 기술과 음성 합성 기술을 이용해 1인 미디어에 새롭게 등장한 버추얼 유튜버의 속성과 버추얼 유튜버의 속성이 콘텐츠 유의성과 시청자 만족도에 어떠한 영향을 주는지를 알아보는 것은 의미가 있다. 이를 위해 버추얼 유튜버 시청 경험이 있는 시청자를 357명의 설문지를 분석하였다. 분석은 SPSS 21.0 프로그램을 사용하였고 변인의 타당도와 신뢰도, 탐색적 요인분석, 신뢰도 분석 그리고 상관 관계분석을 하였다. 분석 결과 첫째, 버추얼 유튜버 속성은 매력성, 전문성, 친근함, 호기심으로 나타났다. 둘째, 버추얼 유튜버 속성이 시청자 만족도에 미치는 영향 결과 버추얼 유튜버 호기심과 친근함 요인은 시청자 만족도에 유의한 영향력을 갖는 것으로 확인되었으나 버추얼 유튜버 매력성과 버추얼 유튜버 전문성은 시청자 만족도에 유의한 영향력을 갖지 않는 것으로 나타났다. 셋째, 버추얼 유튜버 속성이 콘텐츠 유희성에 영향 결과 버추얼 유튜버 매력성, 전문성, 친근함, 호기심 모두 콘텐츠 유희성에 유의한 영향력을 갖는 것으로 나타났다. 넷째, 버추얼 유튜브 콘텐츠 유희성이 시청자 만족도에 유의한 영향력을 갖는 것으로 나타났다. 본 연구는 버추얼 유튜버 속성이 콘텐츠 유희성과 시청자 만족도에 미치는 영향을 이해하는데 기초 자료가 될 것이다.