초록

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This study presents an empirical analysis on the hypothesis that channel repertoires are related to audience concentration, based on the data obtained from the diary-keeping survey conducted to college students in the mid-northern states from April, 2001 through May, 2001. People tend to construct c...

This study presents an empirical analysis on the hypothesis that channel repertoires are related to audience concentration, based on the data obtained from the diary-keeping survey conducted to college students in the mid-northern states from April, 2001 through May, 2001. People tend to construct channel repertoire (which means a subset of channels), when confronted with an abundance of channel choices. The concept of channel repertoire can apply to Internet users" behavior. Some Web sites are included in almost everyone"s repertoire, just as everyone includes the major broadcast networks. To the extent that all repertoires tend to include the most popular offerings of a medium, while at the same time topping out at the number of items they include, it seems reasonable to expect some impact on audience concentration. The degree of audience concentration across Web sites in the list of respondents" repertoires was measured by the Lorenz curve and Gini coefficient. The results of this study have some implications on audience behavior in the multi-channel media environment. First, despite the channel or item abundance, the audience tends to use a small percentage of available items. Second, audience concentration can be explained by channel repertoires. While some popular items are included in more audience members" repertoires, some others are not.

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