Investigation on Viewing Behaviors for Home Shopping Channels Using Large-Scale TV Log Data

Abstract

In Korea, commissions from home-shopping channels are major sources of revenue for TV providers, but no research has been conducted to precisely understand TV viewing behaviors toward home-shopping channels, even though abundant works on TV advertising and channel-switching behaviors during commercial breaks can be found. Accordingly, this study aimed to discover characteristic TV viewing behaviors, especially for home-shopping channels. To understand when and how viewers watch home-shopping channels, this study used two different approaches. First, this study analyzed relationships among channels using word2vec to measure similarities between channels in terms of what channels were watched before and after watching these two channels. Second, this study aimed to investigate in detail the factors or contexts that induced home-shopping. As results, it was found that the characteristics of TV viewing patterns related with home-shopping.