TV조선과 JTBC의 시청 동기 및 모 브랜드 자산 평가가 채널의 지속적 시청 의도에 미치는 영향

This research examined the effects of viewing motives of TV Chosun and JTBC, which are representative of the comprehensive programing channels in South Korea, and their parent brand equity evaluation on the intention of continuous viewing. Data were collected from a web-based survey of 424 TV Chosun and JTBC viewers. Findings showed that viewing motives of TV Chosun were composed of 1) ‘interrelationship and stimulation/excitement’, 2) ‘information seeking and surveillance’, 3) ‘habit and time spending’, and 4) ‘amusement.’ Viewing motives of JTBC consisted of 1) ‘interrelationship and stimulation/excitement’, 2) ‘amusement’, 3) ‘information seeking and surveillance’, ‘habit and time spending.’ For TV Chosun, ‘interrelationship and stimulation/excitement’ and ‘amusement’ were positively related to the intention of continuous viewing, while ‘habit and time spending’ was negatively related to the intention of continuous viewing. For JTBC, ‘amusement’ and ‘information seeking and surveillance’ had a positive relationship with the intention of continuous viewing. Regarding parent brand equity evaluation, for TV Chosun, ‘loyalty’ and ‘perceived quality’ were positively related to the intention of continuous viewing. However, the parent brand equity evaluation of JTBC had no significant relationships with the intention of continuous viewing.