Abstract
The purpose of the current study was to investigate the relationship between the perceived characteristics of television presenters, program evaluations, viewer satisfaction, and intention to re-watch in the context of golf television programs. Specifically, this study focused on the importance of television presenters’ characteristics for program viewers in golf television programs. Data were collected from 248 television viewers who have watched at least one golf programs other than sport telecasts of official golf games. Data were analyzed using descriptive analysis, factor analysis, correlational analysis, and structural equation modeling (SEM) technique. The results of SEM indicated that the television presenters’ characteristics had a significant influence on program evaluation and viewer satisfaction but did not have a significant direct on intention to re-watch. Meanwhile, viewers’ program evaluation and viewer satisfaction had significant influences on intention to re-watch.
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