메디컬 드라마 시청 관여도는 시청자 생사관과 장기기증 의도에 미치는 영향

Abstract

This study uses viewing involvement as a leading variable from the perspective of communication, and attempts to explore the effect of medical dramas on individual life and death and organ donation intention using cognitive dissonance theory. Specifically, this study conducted a questionnaire survey on viewers who have watched Season 2 of “Hospital Playlist.” For data analysis, a multivariable regression analysis was conducted to verify the indirect effect using Hayes' Proxis Macro Model 4. As a result of the study, it showed the complete mediating effect of cognitive dissonance reduction behavior in the influence of emotional viewing involvement, personal view, and organ donation intention, and the partial mediating effect of cognitive dissonance reduction behavior in the influence of cognitive viewing involvement, personal view, and organ donation intention was significant. Through this study, it is possible to clarify the role of viewing involvement and cognitive dissonance in promoting public health behavior awareness. Meanwhile, it was verified that medical dramas will have a positive effect on the formation of an organ donation atmosphere in society as a whole in the future.