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TV 시청 동기가 식문화 프로그램 시청 선호도 및 시청의도에 미치는 영향 - 식문화 관여도의 조절효과를 중심으로 -
안세경,이범준 한국식생활문화학회 2014 韓國食生活文化學會誌 Vol.29 No.3
The current study investigated the relative effects of viewing motivations on viewing preferences and viewing intentions of television food programs. Data collection was conducted by administering a survey to television food program viewers both on and offline. Viewing motivations were categorized as ‘information’ ‘entertainment’, ‘pass-time’, ‘companionship’, ‘relaxation’, and ‘social interaction’. ‘Information’ and ‘entertainment’ proved to be the most important motivational factors affecting viewing preferences for television food programs. ‘Information’ and ‘social interactions’ were the strongest predictors of viewing intentions of television food programs. However, ‘pass-time’ had a negative influence on both viewing preferences and viewing intentions of television food programs. Furthermore, the results of study verified the moderating effects of food involvement in these relations.
연구논문 : TV 시청 동기가 식문화 프로그램 시청 선호도 및 시청의도에 미치는 영향 -식문화 관여도의 조절효과를 중심으로-
안세경 ( Se Kyung An ),이범준 ( Bum Jun Lee ) 한국식생활문화학회 2014 韓國食生活文化學會誌 Vol.29 No.3
The current study investigated the relative effects of viewing motivations on viewing preferences and viewing intentions of television food programs. Data collection was conducted by administering a survey to television food program viewers both on and offline. Viewing motivations were categorized as ‘information’ ‘entertainment’, ‘pass-time’, ‘companionship’, ‘relaxation’, and ‘social interaction’. ‘Information’ and ‘entertainment’ proved to be the most important motivational factors affecting viewing preferences for television food programs. ‘Information’ and ‘social interactions’ were the strongest predictors of viewing intentions of television food programs. However, ‘pass-time’ had a negative influence on both viewing preferences and viewing intentions of television food programs. Furthermore, the results of study verified the moderating effects of food involvement in these relations.