동계스페셜올림픽 중계방송에 대한 방송품질지각, 시청만족도, 재시청의도 관계연구

초록

The purpose of this study was to verify the relationship among broadcasting factors, viewer satisfaction, and intention to rewatch of Pyeong-Chang 2013 Special Olympic Games in TV relay broadcasting program. Subjects were chosen from the viewers of Pyeong-Chang 2013 Special Olympic Games. Questionnaires were given to the subjects and 292 questionnaires that were used for the study. Data were analyzed through reliability analysis and correlation analysis using SPSS Windows V 18.0, also analyzed through confirmatory factor analysis and structural equation model analysis using AMOS 7.0. the structural equation model analysis results supported four hypotheses out of six hypotheses. First, commentator of Pyeong-Chang 2013 Special Olympic Games relay broadcasting program has statistically significant effects on viewer satisfaction. Second, image of Pyeong-Chang 2013 Special Olympic Games relay broadcasting program has statistically significant effects on viewer satisfaction. Third, viewer participation of Pyeong-Chang 2013 Special Olympic Games relay broadcasting program has statistically significant effects on viewer satisfaction. Fourth, viewer satisfaction of Pyeong-Chang 2013 Special Olympic Games relay broadcasting program has statistically significant effects on intention to rewatch

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