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á à Á À é è É È ç Ç ê
Ä Ö Ü ä ö ü ß
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‘ ’ “ ” 〔 〕 〈 〉 「 」 『 』 【 】 ＂ （ ） ［ ］ ｛ ｝
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        The Correlation between Online Comments before Broadcasting and Television Content Viewers’ Behavior Pattern: The Anchoring Effect Perspective

        ( Alice Kyoungran Ma ),( Jongchang Ahn ) 한국인터넷정보학회 2019 KSII Transactions on Internet and Information Syst Vol.13 No.6

        This study investigated the television (TV) content viewers’ behavior influenced by online communication at the choice of new TV series on a terrestrial streaming platform. For exploring the impact of the anchoring effect on the TV content consumption, this study analyzed the correlation between the first episode’s TV ratings and the data of online comments or reactions. These data were potential audiences’ communication, which were generated on the online article three weeks before the first broadcasting began. To avoid the crucial influence by external factors, such as season and social issue, the test was done with eight (8) TV series which have same genre (drama), similar core audience targeting (20-49’s women), similar broadcasting period (Jun-Oct 2016), same scheduling (10.00 to 11.00 pm, weekdays) and aired on terrestrial TV platforms. This research found that not only the amount of comments and reactions, but also the attitude about the comments created before broadcasting, positively influence the audiences’ decision-making behavior for new TV content choices. This investigation contributes to the literature on media economics and management by exploring the media content users’ consuming behavior with behavioral economics perspectives (anchoring effect) and making a first step for finding a new effect on the media content consumption.

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        A Study on the Media Consumers’ Behavior Related to Online Communications: Behavioral Economics Perspective

        ( Alice Kyoungran Ma ),( Takhun Kim ),( Jongchang Ahn ) 한국인터넷정보학회 2019 KSII Transactions on Internet and Information Syst Vol.13 No.5

        This research investigates the media consumers’ behavior with behavioral economics perspective, especially regarding TV content viewers’ behavior; how do online communications influence TV viewers’ decision when choosing a new TV content among options. We focus on quantity and attribute of comments or reactions on the online news articles. We analyze that online communications data, which were generated before the first broadcast, affect the TV content consumers’ choice for a new TV series. Here we identify a predicted utility, experienced utility and distinction bias in TV media consumption to find the effectiveness of the first viewing choice on whole TV series’ episodes. To avoid the crucial influence by exogenous factors, such as season and social issue, the test was done with specific conditions. This research found that the total number of reactions to the comments by itself positively affects the audiences’ decision-making behavior for a new TV content choice. This influence was regardless of favor/ non-flavor reactions. This study contributes to the literature on media economics and management by exploring the media content users’ consuming behavior and making a first step for finding an important influencer on the media content consumption.

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