초록

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Abstract ▼ AI-Helper

This study examines how forced viewing of TV drama PPL creates viewers’ negative responses by investigating the antecedents and consequences of psychological reactance to TV drama PPL. According to the results, persuasive threats and TV viewing threats of drama PPL influence psychological reactanc...

This study examines how forced viewing of TV drama PPL creates viewers’ negative responses by investigating the antecedents and consequences of psychological reactance to TV drama PPL. According to the results, persuasive threats and TV viewing threats of drama PPL influence psychological reactance to drama PPL and persuasive threats affect the TV viewing threat, thus indicating that persuasive threats and TV viewing threats are the antecedents of psychological reactance to drama PPL. In addition, the results show that psychological reactance to drama PPL affects critical perception of and attitude towards PPL and product attitude and that product attitude influences drama attitude, thus demonstrating that reactance effect occurs in direct and indirect way. These results suggest theoretical mechanism of how negative responses of drama PPL occur and provide practical insights for the effective management of PPL in drama.

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