본문 바로가기
KERD
논문KCI 등재

다채널 TV 환경에서 채널변경동기, 채널탐색유형, 채널변경만족도 간의 인과관계에 대한 탐사 연구

An exploratory study of the causal relationship between motives for channel switching, channel search pattern, and channel switching satisfaction in multichannel TV environment

홍종배
한국지역언론학회 (Korean Regional Communication Research Association)|2009.03|언론과학연구 (Journal of Communication Science)|제9권 제1호|pp. 271-312

0

조회

0

다운로드

6

인용

0

참고문헌

키워드

다채널multichannel채널변경동기재핑채널탐색유형채널변경만족도motives for channel switchingzappingchannel search patternchannel switching satisfaction
주제분류신문방송학

초록

이 연구는 일상적인 TV 시청 행태의 한 양상으로서 시청자의 채널변경동기와 채널탐색유형, 그리고 채널변경만족도간의 인과관계를 조사했다. 연구결과 (1) 13개의 채널변경동기들을 밝혀냈고, (2) 그 중 5개의 동기가 채널변경빈도에 정적인 영향을 미치고 있었으며, (3) 특정한 동기들이 특정한 채널탐색유형에 특정한 영향을 미쳤고, (4) 특정한 채널탐색유형은 채널변경만족도에 영향을 미치는 것으로 나타났다. 이러한 결과는 전반적으로 시청자가 TV채널변경행위와 관련해서 상당히 의도적임을 보여주고 있다. 하지만, 시청자 능동성에 대한 논란이 여전히 계속되고 있는 상황에서 향후 다양한 측면에서 시청자 능동성에 대한 심도 깊은 논의가 더 필요하다.

Abstract

This study examined the causal relationship between motives for channel switching, channel search pattern, and channel switching satisfaction of viewers as an aspect of daily TV viewing patterns. The results of this study were (1) There were 13 motives for channel switching, (2) Of them, 5 motives had positive influences on the frequency of channel switching, (3) Certain motives had influences on channel search patterns, then (4) Certain channel search patterns had influences on the degree of channel switching satisfaction. Those findings seem to show that viewers are very purposive involving TV channel switching behavior. In the situation that theoretical and practical contradictions concerning audience goal-orientation keep on going, however, it is necessary to discuss audience activeness far more seriously from diverse perspectives.

참고문헌 (65)

  1. 강남준, "텔레비전 프로그램 시청선택에 영향을 미치는 요인에 대한 연구", 사회과학논총, 21, pp.85~123 (2002)
  2. 김은미, "방송의 다채널화가 수용자의 매체이용행위에 미치는 영향", 한국방송학보, 17(2), pp.45~80 (2003), 한국방송학회
  3. 한혜경, "TV 중시청자 집단과 경시청자 집단의 프로그램 선택 행위 비교 분석", 한국방송학보, 12(1), pp.7~44 (1999)
  4. 홍종배, "텔레비전 채널 바꿈 동기와 5-단계 채널 탐색 유형 간의 관계에 대한 탐사연구", 미디어 경제와 문화, 4(4), pp.32~75 (2006), (주)에스비에스
  5. 황성연, "시청선택에 영향을 미치는 요인에 관한 연구구조적 요인 시청자 특성 프로그램 , , 품질평가의 통합분석을 중심으로", 한국방송학보, 19(4), pp.644~689 (2006), 한국방송학회
  6. Arnett, J. J, "Beyond Effects: Adolescents as Active Media Users", Journal of Youth and Adolescence, 24, pp.511~518 (1995)
  7. Ainsile, P, "Confronting a Nation of Grazer, Channels: The Business of Communicators", 54~62
  8. Baldwin, T. F, "Cable television subscribers in the United States", Unpublished manuscript, ~ (1995)
  9. Biel,A.L, "Attributes of Likable Television Commercials", Journal of Advertising Research, 30, pp.39~44 (1990)
  10. Bollier,D, "A glimpse At the Future. In :How Americans Watch TV: A Nation of Grazers", pp.29~46 (1989), C.C. Publishing
  11. Blumler, J. G, "The Uses of Mass Communications Current Perspectives in Gratifications Research" (1974), Sage
  12. Blumler,J.G, "The Role of Theory in Uses and Gratification Studies", Communication Research, 6, pp.79~91 (1979)
  13. Castro,J, "View from the Ivy Tower. In :How American Watch TV: A Nation of Grazers" (1989), C.C. Publishing
  14. Danaher,P.J, "What Happens to Television Ratings during Commercial Breaks?", Journal of Advertising Research, 33, pp.37~47 (1995)
  15. Eastman, S. T, "The RCD’s Impact on TV Programming and Promotion. In:The Remote Control in the New Age of Television", pp.189~209 (1993), Praeger
  16. Ferguson,D.A, "Measurement of Mundane TV Behaviors: Remote Control Device Flipping Frequency", Journal of Broadcasting and Electronic Media, 38, pp.35~47 (1994)
  17. Garay,R, "Cable Television: A Reference Guide to Information" (1988), Greenwood
  18. Gilbert,R, "How Americans Watch TV: A Nation of Grazers", pp.1~12 (1989), C.C. Publishing
  19. Greenberg, B. S, "Conclusion and a Research Agenda" (1988), Ablex Publishing Company
  20. Greene,W.F, "Maybe the Valley of the Shadow Isn’t So Dark After All", Journal of Advertising Research, 28, pp.11~15 (1988)
  21. Greenberg, B. S, "Viewing Context and Style with Electronic Assessment of Viewing Behavior", pp.123~139 (1988), Ablex Publishing Company
  22. Heeter,C, "Program Selection and the Abundance of choice: A Process Model", Human Communication Research, 12, pp.126~152 (1985)
  23. Heeter,C, "The Choice Process Model", pp.1~5 (1988), Ablex Publishing Company
  24. Heeter, C, "Cable and Noncable Viewing Style Comparison", pp.207~225 (1988), Ablex Publishing Company
  25. Heeter, C, "Channel Types and Viewing Style", pp.167~178 (1988), Ablex Publishing Company
  26. Heeter, C, "Cable-Viewing" (1988), Ablex Publishing Company
  27. Heeter, C, "Introduction: A Context for Studying Cableviewers", pp.1~7 (1988), Ablex Publishing Company
  28. Heeter, C, "A Theoretical Overview of the Program Choice Process", pp.33~50 (1988), Ablex Publishing Company
  29. Heeter, C, "Profiling the Zappers", pp.67~73 (1988), Ablex Publishing Company
  30. Heeter, C, "Cable and Program Choice, In:Selective Exposure to Communication" (1985), Erlbaum
  31. Kaplan,B.M, "Zapping—The Real Issue is Communication", Journal of Advertising Research, 25, pp.9~12 (1985)
  32. Levy,M.R., "Time-Shifting Use of Home Video Recorders", Journal of Broadcasting, 27, pp.263~286 (1983)
  33. Levy, M. R, "Audience Activity, Gratification and Effects" (1983), West Publishing Co.
  34. Lin,C.A, "Modeling the Gratification-Seeking Process of Television Viewing", Human Communication Research, 20, pp.224~244 (1993)
  35. Lin, C. A, "Looking Back: The Contribution of Blumler and Katz’s Uses of Mass Communication to Communication Research", Journal of Broadcasting and Electronic Media, 40, pp.574~581 (1996)
  36. Messey, D. B, "Analyzing the use and gratifications concept of audience activity with a Qualitative approach: Media Encounters during the 1989 Loma Prieta earthquake disaster", Journal of Broadcasting and Electronic Media, 39, pp.328~349 (1995), Media Encounters during the 1989 Loma Prieta earthquake disaster.Journal of Broadcasting and Electronic Media,39.328-349.
  37. Messey, K. K, "VCR and People’s Control of Their Leisure Time. In:Social & Cultural Aspects of VCR Use" (1990), Erlbaum
  38. Moriarty, S. E, "Commercial Breaks: A Viewing Behavior Study", Journalism Quarterly, 71, pp.346~355 (1994)
  39. Palmgreen, P, "Gratifications Sought and Media Exposure: An Expectancy Value Model", Communication Research, 9, pp.54~68 (1982)
  40. Perse, E. M, "The Impact of the Newer Television Technologies on Television Satisfaction", Journalism Quarterly, 70, pp.843~853 (1993)
  41. Rosentein, A, "Reconceptualizing the role of habit：A new model of television audience activity", Journal of Broadcasting & Electronic Media, 41(3), pp.324~345 (1997)
  42. Rogers,E.M, "Communication Technology: The New Media in Society" (1986), Free Press
  43. Rogers, E. M, "Communication as an Academic Discipline", Journal of Communication, 33, pp.18~30 (1983)
  44. Rayburn, J. D, "Uses and Gratifications and Expectancy Value Theory: Merging Two Traditions", Broadcast Education Association, ~ (1983)
  45. Rubin,A.M, "The Uses and Gratifications Perspective of Media Effects. In:Media Effects：Advances in theory and research", pp.525~548 (2002), Lawrence Erlbaum Associate
  46. Selnow,G, "Why Grazing Can’t Be Ignored and What to Do about It. In :How Americans Watch TV: A Nation of Grazers" (1989), C.C. Publishing
  47. Speck, P. S, "Predictors of advertising avoidance in print and broadcast media", Journal of advertising, 16, pp.61~76 (1997)
  48. Siddarth, S, "To Zap or Not to Zap: A study of the determinants of Channel Switching during Commercials", Marketing Science, 17, pp.124~38 (1998)
  49. Stewart, D. W, "Effectiveness Television Advertising" (1986), Lexington Books
  50. Sylvester,A.K, "Controlling Remote", Marketing and Media Decisions, 25, pp.54~ (1990)
  51. Swanson,D.L, "Political communication Research and The Use and Gratifications Model: A Critique", Communication Research, 6, pp.78~92 (1979)
  52. Tauber,E, "Editotial: Zapping", Journal of Advertising Research, 25, pp.5~ (1985)
  53. Tompson,J.W, "Flippers: Changes in the way Americans Watch TV", Walter Tompson Agency, ~ (1986)
  54. Tse, A. C. B, "Zapping Behavior during Commercial Breaks", Journal of Advertising Research, 41, pp.25~29 (2001)
  55. van Meurs, L, "Zap! A Study on Switching Behavior during Commercial Breaks", Journal of Advertising Research, 38, pp.43~53 (1998)
  56. Walker J. R, "Gratifications of Grazing: An Exploratory Study of Remote Control Use", Journalism Quarterly, 80, pp.422~431 (1991)
  57. Walker, J. R, "Gratifications Derived from Remote Control Devices: A Survey of Adult RCD Use. In : Control In The New Age Of Television", pp.103~112 (1993), Praeger
  58. Webster, J. G, "A theory of television program choice", Communication Research, 10, pp.430~446 (1983)
  59. Webster, J. G, "The Impact of Group Viewing on Patterns of Television Program Choice", Journal of Broadcasting, 26, pp.445~455 (1982)
  60. Wenner L.A, "Gratifications Sought and Obtained : Model Specification and Theoretical Development" (1983), west Publishing Co
  61. Wenner, L. A, "Is the Remote Control Device a Toy or Tool? Exploring the Need for Activation, Desire for Control, and Technological Affinity in the Dynamic of RCD Use. In :The Remote Control In The New Age Of Television", pp.113~134 (1993), Praeger
  62. Windahl,S, "Uses and Gratifications at the Crossroads. Mass Communication Review Yearbook" (1981), Sage
  63. Yorke, D. A, "Channel Flickers and Video Speeders", Journal of Advertising Research, 25, pp.21~25 (1985)
  64. Zoglin,R, "Network Scramble", Time, 71, pp.3p~2c (1994)
  65. Zufryden, F. S, "Zapping and Its Impact on Brand Purchase Behavior", Journal of Advertising Research, 31, pp.58~66 (1993)

관련 논문AI추천

텔레비전 시청 동기, 채널 유형 선택의 다양성, 그리고 방송 다양성 인식: 지상파, 종합편성채널, 기타 채널 유형을 중심으로송인덕한국소통학회 · 한국소통학보2017 · 제16권 제2호다중매체환경에서의 텔레비전 시청행위 변화: 텔레비전 드라마 시청과 SNS 동시이용에 관한 탐색적 연구박웅기사회과학연구소 · 사회과학논총2014 · 제16호시청 방식에 따른 TV 드라마 시청 동기 영향 비교: 본방송 시청, 재방송 첫시청, 재방송 재시청을 중심으로권신혜, 박경우, 장병희한국소통학회 · 한국소통학보2017 · 제16권 제1호대학생들의 케이블 TV드라마 시청동기 및 시청만족도에 대한 실증분석임훈, 주효진한국자치행정학회 · 한국자치행정학보2017 · 제31권 제1호시청자의 개인적 특성이 양방향 광고의 평가, 태도, 상호작용 행동에 미치는 영향강재원, 김무곤, 정용국한국지역언론학회 · 언론과학연구2009 · 제9권 제2호시·청각 장애인의 TV 시청동기 측정척도 개발연구강경수, 김수기, 김용호한국지역언론학회 · 언론과학연구2013 · 제13권 제4호

이 간행물의 다른 논문 (8건)

인터넷 뉴스 댓글의 이용과 상호작용성의 만족도에 관한 연구김채환pp. 5-44영상 특수효과 미학과 생산 양식의 변화:디지털 시각효과의 포스트모더니티류재형pp. 45-77TV시사프로그램의 의미구조분석 연구: ‘버지니아 사건’ 주제 <추적60분> <PD수첩> <그것이 알고 싶다>를 중심으로민병현pp. 78-120케이블TV의 방송콘텐츠 재활용 성과에 관한 연구:지상파 드라마와 오리지널드라마의 비교를 중심으로연보영, 임성원pp. 121-161IPTV의 수용결정요인에 대한 연구윤승욱pp. 162-197
원문 보기