Abstract
The purpose of this study is to analyze the effect of experiential value on viewer loyalty through trust and playfulness of popular TV entertainment program. Recently, as the empirical factors of consumers have been highlighted in the field of entertainment activities, researches on experiential value perceived by consumers in the field of culture and art are being considered. This study theoretically researches Experiential value of TV entertainment program, trust, playfulness, review intention and recommend intention. In order to investigate the hypothesis, a survey was performed. Questionnaires were answered by viewers who have ever watch the Korea TV entertainment program. The results showed that experiential value had a significant effect on trust and playfulness. Trust has a significant impact on the recommend intention, and playfulness has a significant impact on the review intention. Future research should focus on experiential value studies of more diverse TV entertainment programs.
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