Determinants of Evaluation for TV Entertainment Programs with Product Placement

박수경,; 전범수,

doi:10.14696/jcs.2014.12.14.4.53

Cited by 1 publication

(1 citation statement)

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“…Therefore, the broadcasting industry should grasp the needs of viewers and promptly respond to them to attract the interest and support of viewers. New types of material or theme should be organized to attract viewers' trust, satisfaction, and enjoyment [9]. Therefore, consumer innovativeness of viewers who respond more quickly to new products or services than others is a very important factor to consider in broadcasting programs.…”

Section: Consumer Innovativenessmentioning

confidence: 99%

A Study on the Acceptance of Cooking Skills Using the Technology Acceptance Model: Moderating Effect of Gender

Park¹,

Park²

2018

IJAST

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Total sales of Korea broadcasting industry in 2017 were approximately up to 17.1 trillion. Also, export of domestic broadcasting companies and program providers in South Korea is shown to be increasing steadily. Cook show is one of the most popular TV program produced by program providers in broadcasting industry. This study aims to explore the relationship of general innovativeness, trust, perceived ease of use, perceived usefulness, and cooking intention affected from TV Show and the moderating effects of gender between the relationships. The analysis of structural equation model has been conducted, using AMOS 22.0. To investigate the hypothesis, 406 questionnaires were answered by respondents who have experience watching cook shows. The results are as follows. First, cognitive and sensory innovativeness have positive effects on trust. Trust positive effects on perceived ease of use and usefulness. Perceived ease of use and perceived usefulness accordingly have shown to have positive effects on cooking intention. Second, the effect of cognitive and sensory innovativeness on trust was found to be affected by moderating effect of gender. Third, Women with trust on cook show have more positive effects on perceived ease of use than men with trust do. Also, perceived ease of use in women group has more positive effects on cooking intention than men group does. However, perceived usefulness in men group has more positive effects on cooking intention.

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Section: Consumer Innovativenessmentioning

confidence: 99%