초록

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Abstract ▼ AI-Helper

This study examined the causal relationship between motives for channel switching, channel search pattern, and channel switching satisfaction of viewers as an aspect of daily TV viewing patterns. The results of this study were (1) There were 13 motives for channel switching, (2) Of them, 5 motives h...

This study examined the causal relationship between motives for channel switching, channel search pattern, and channel switching satisfaction of viewers as an aspect of daily TV viewing patterns. The results of this study were (1) There were 13 motives for channel switching, (2) Of them, 5 motives had positive influences on the frequency of channel switching, (3) Certain motives had influences on channel search patterns, then (4) Certain channel search patterns had influences on the degree of channel switching satisfaction. Those findings seem to show that viewers are very purposive involving TV channel switching behavior. In the situation that theoretical and practical contradictions concerning audience goal-orientation keep on going, however, it is necessary to discuss audience activeness far more seriously from diverse perspectives.

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