텔레비전 시청자의 채널 브랜드 자산 평가가 뉴스 신뢰도, 선호도 및 시청의도에 미치는 영향에 관한 연구

The purpose of this research was to investigate the relationship between television audiences’ evaluation of the channel brand equity and news credibility, preference, & viewing intention. To do so, this study was to examine the causal relations between television audiences’ channel brand awareness, image, quality, credibility, and loyalty and their news credibility, preference, and viewing intention on KBS1, KBS2, MBC, and SBS. Self-report type of questionnaires were administrated to 344 college students. The result indicated the followings. First, regardless of channels, channel brand credibility affected news credibility(expertness & trustworthiness). Second, the channel brand credibility and loyalty were significant variables to influence the news preference in all channels. Third, the news viewing intention was influenced by a variety of sub-factors of the channel brand equity. Fourth, the news preference was the strongest variable to influence on news viewing intention. According to the path coefficient in the model, specially, the path (channel brand equity→news preference→news viewing intention) was statistically significant in the research model. The news audiences’ viewing behaviors were likely to be associated not with news quality or news expertness & trustworthiness but with the viewers’ positive attitude on news.