| 한글제목(Korean Title) |
A Study on the Media Consumers’ Behavior Related to Online Communications: Behavioral Economics Perspective |
| 영문제목(English Title) |
A Study on the Media Consumers’ Behavior Related to Online Communications: Behavioral Economics Perspective |
| 저자(Author) |
Alice Kyoungran Ma
Takhun Kim
Jongchang Ahn
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| 원문수록처(Citation) |
VOL 13 NO. 05 PP. 2491 ~ 2508 (2019. 05) |
한글내용
(Korean Abstract) |
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영문내용
(English Abstract) |
This research investigates the media consumers’ behavior with behavioral economics perspective, especially regarding TV content viewers’ behavior; how do online communications influence TV viewers’ decision when choosing a new TV content among options. We focus on quantity and attribute of comments or reactions on the online news articles. We analyze that online communications data, which were generated before the first broadcast, affect the TV content consumers’ choice for a new TV series. Here we identify a predicted utility, experienced utility and distinction bias in TV media consumption to find the effectiveness of the first viewing choice on whole TV series’ episodes. To avoid the crucial influence by exogenous factors, such as season and social issue, the test was done with specific conditions. This research found that the total number of reactions to the comments by itself positively affects the audiences’ decision-making behavior for a new TV content choice. This influence was regardless of favor/ non-flavor reactions. This study contributes to the literature on media economics and management by exploring the media content users’ consuming behavior and making a first step for finding an important influencer on the media content consumption.
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| 키워드(Keyword) |
Online communications
comments and reactions
media consumers
willingness to watch
distinction bias
behavioral economics
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| 파일첨부 |
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