초록

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Abstract ▼ AI-Helper

This study proposes that the viewing experience of using a guide channel can be viewed as the key elements of creating satisfaction and leading to the purchase of contents in a digital TV service. We attempted to identify which elements of the viewing experience would play key roles in viewers’ s...

This study proposes that the viewing experience of using a guide channel can be viewed as the key elements of creating satisfaction and leading to the purchase of contents in a digital TV service. We attempted to identify which elements of the viewing experience would play key roles in viewers’ satisfaction and influencing their purchasing intention. The results show that the major factors of the guide service experience that affect viewer satisfaction were emotional and individual guide channel viewing elements (impulse purchasing, information intimacy and flow) rather than elements of the service-perceived experience (reliability, informativeness, entertainment and social interaction). Therefore, it is required that television guide services utilize new plans that enhance individual viewers’ subjective, emotional viewing experience (information intimacy, impulsiveness and immersion) to satisfy their expectations and lead them to purchase contents (programs), instead of simply promoting the contents (programs) or relying on viewer recognition of them.

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