동계올림픽 중계방송에 대한 방송품질지각, 시청만족도, 재시청의도, 구전의도 관계 연구

Abstract

The purpose of this study was to verify the relationship among broadcasting factors, viewer satisfaction, intention to rewatch, and word of mouth(WOM) intention of 2010 Vancouver Winter Olympic Games TV relay broadcasting program. Subjects were chosen from the viewers of 2010 Vancouver Winter Olympic Games in Seoul. Questionnaires were given to the subjects and 271 questionnaires that were used for the study. Data were analyzed through exploratory factor analysis, 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 SEM results supported five hypotheses out of seven hypotheses. First, commentator of Winter Olympic Games relay broadcasting program has statistically significant effects on viewer satisfaction. Second, image of Winter Olympic Games relay broadcasting program has statistically significant effects on viewer satisfaction. Third, relay condition of Winter Olympic Games relay broadcasting program has statistically significant effects on viewer satisfaction. fourth, viewer satisfaction of Winter Olympic Games relay broadcasting program has statistically significant effects on intention to rewatch. Fifth, viewer satisfaction of Winter Olympic Games relay broadcasting program has statistically significant effects on WOM intention.