The Research on the Factors of the Experiential Intention on Broadcast Program - hedonic value and utilitarian value -

방송프로그램의 특성이 경험의도에 주는 영향 - 실용적 가치와 쾌락적 가치의 매개 -

  • Jeong, Yun-Hee (Department of Business Administration, Konkuk University)
  • 정윤희 (건국대학교 글로컬 캠퍼스 경영학과)
  • Received : 2012.10.06
  • Accepted : 2012.11.24
  • Published : 2012.12.31

Abstract

This study attempts to suggest a model on the factors of the experiential intent. We propose a model that includes (1) the entertainment, aesthetic, empathy, information as exogenous constructs, (2) utilitarian value and hedonic value, as mediating constructs (3) experiential intent, as endogenous construct. To test the model, we analyze the data using the LISREL structural modeling. The results of our analyses suggest, as expected, that program traits -entertainment, aesthetic, empathy, information- influence utilitarian value and hedonic value, in turn, utilitarian value and hedonic value influence the experiential intent. We conclude with a discussion of managerial implications, including the potential to advance understanding the factors of experiential intent on broadcast program.

Acknowledgement

Supported by : 건국대학교