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SNS를 활용한 실시간 시청자 의견 반영 방송 콘텐츠가 시청자 반응에 미치는 영향

Effects of Real-time Viewer Opinion Reflection Broadcast Content on Viewer Response Using SNS

이은곤
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2024.10|상품학연구 (Journal of Product Research)|제42권 제5호|pp. 41-52|DOI 10.36345/kacst.2024.42.5.006

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참고문헌

키워드

소셜 네트워크 서비스social network serviceaudience response공정성 이론시청자 반응the theory of justiceTV 방송TV broadcaster
주제분류경영학

초록

최근 방송사업자들은 SNS를 통해 개진되는 시청자들의 의견을 실시간으로 수집하여 방송콘텐츠의 내용에 반영하고 있다. 선행연구들은 방송 콘텐츠를 시청한 후 시청자들의 의견들을 이후 방송콘텐츠에 반영한 효과에 대한 연구나, SNS를 새로운 미디어로 간주해야 한다는 선행 연구는 있으나, SNS를 이용하여 실시간으로, 다양한 시청자 의견을 상세하게 방송 콘텐츠에 반영하였을 때 시청자의 반응이 어떤지에 대한 연구가 거의 없다. 따라서 본 연구는 SNS를 통한 시청자의 의견 참여를 정보의 너비(다양성)과 깊이(상세도)로 구분하고, 공정성 이론을 적용하여 SNS를 통해 실시간으로 시청자들의 다양한 의견과, 상세한 내용 반영이 세 가지 차원의 공정성 인식에 어떤 영향을 미치는지와 시청자들의 방송 콘텐츠에 대한 만족도, 시청의도, 지불의도, 구전의도 및 보상적 참여의도에 어떠한 영향을 미치는지를 실증하였다. 3개의 가상의 방송 콘텐츠를 만들어 실험실 실험을 통해 자료를 수집하였다. 총 294개의 자료를 수집하였으며 PLS 구조방정식 모형을 통해 분석을 진행하였다. 분석 결과, 시청자 의견 참여의 다양성과 상세도는 결과의 공정성, 과정의 공정성 및 상호작용 공정성을 유의하게 증가시켰으며, 결과의 공정성은 방송사업자에 대한 신뢰에, 과정의 공정성은 방송콘텐츠의 질에 그리고 상호작용 공정성은 두 변수 모두를 증가시킴으로써 방송콘텐츠에 대한 만족을 유의하게 증가시키는 것으로 조사되었다. 증가된 만족도는 시청의도, 지불의도, 구전의도 및 보상적 참여의도를 증가시키는 것으로 나타났다. 본 연구에서는 방송사업자의 SNS의 전략적 활용이라는 주제를 소개하여 연구의 폭을 확대하였고, 방송콘텐츠의 오락성 뿐 아니라 공익성이라는 가치를 실증하였다. 이 연구는 방송사업자가 SNS를 어떻게 활용하여 시청자와 소통하고 방송 콘텐츠를 만들 수 있는지에 대해 실무적으로 기여할 수 있을 것이다.

Abstract

Recently, broadcasters are collecting viewers' opinions through SNS in real time and reflecting them in their broadcast content. However, there are prior studies on the effectiveness of reflecting viewers' opinions after watching broadcast content, and previous studies suggesting that SNS should be considered as a new media, there are few studies on how viewers react when SNS is used to reflect viewers' opinions in real time, in diverse and in detail in broadcast content. Therefore, this study categorizes viewers' opinion participation through SNS as information breadth(diversity) and depth(detail), and applies the theory of justice to demonstrate how the diverse and detail of viewers' opinions in real-time through SNS affect three dimensions of justice perceptions and viewers' satisfaction with broadcast content, viewing intention, purchase intention, word-of-mouth intention, and reciprocal participation intention. Three hypothetical broadcast contents were created and data were collected through laboratory experiments. A total of 294 data were collected and analyzed through PLS structural equation modeling. The results showed that the diverse and detail of viewer opinion participation significantly increased distributive justice, procedural justice, and interactional justice, and that distributive justice significantly increased trust in broadcasters, procedural justice significantly increased quality of broadcast content, and interactional justice significantly increased satisfaction with broadcast content by increasing both variables. Increased satisfaction was found to increase viewing intention, purchase intention, word-of-mouth intention, and reciprocal participation intention. In this study, we expanded the scope of research by introducing new topic of strategic use of SNS by broadcasters, verified the value of public interest as well as entertainment. This study will make practical contributions to how broadcasters can use SNS to communicate with viewers and to create broadcast content.

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