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Study of Acceptance Factor of 'JJALBANG' Broadcast Images - Focused on Audiences in Their 20s -

'짤방' 방송영상 수용요인에 관한 연구 - 20대 수용자를 중심으로 -

  • Lee, Kyu-Hwan (The graduate school of Advanced Imaging Sciences, Multimedia and Film Chung-Ang University)
  • 이규환 (중앙대학교 첨단영상대학원)
  • Received : 2017.04.27
  • Accepted : 2017.06.20
  • Published : 2017.06.28

Abstract

This study investigated the impacts of the experience attributes of JJALBANG broadcast images on satisfaction with 221 viewers in their 20s and analyzed the mediation effect of flow. The results are: First, their experience attributes affected flow, not directly affecting satisfaction while flow directly affected satisfaction. Second, securing flow was an important predictor for connecting experience attributes to satisfaction through the effect resolution. Flow alone can predict satisfaction, so its impact on experience is very important. Visual attribute had the greatest influence on flow and satisfaction, followed by situation, information, and interaction, which affected satisfaction through flow. This study found the importance of full mediation effect of flow and got implications for effectively providing experience and flow in strategies for viewing JJALBANG.

Keywords

JJALBANG;Broadcast image;Audiences;Users' experience;Flow;Satisfaction

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