ScholarWorks@중앙대학교

초록

This study examines the broadcast program factors and clip video content factors that affect viewing intention of clip videos. A survey was conducted with 415 participants from ages 14 to 59. Among the clip video related factors that affect the intention to view entertainment clip video, the actor, the virality of the program, video type, and video length were found to have positive effects. TV rating had a negative effect on viewing intention. For the drama clip video, the type of video, the cast, and the virality of the program had positive effects on clip viewing intention. The aim of this study was to understand clip video consumption behavior and to provide practical implications for the broadcasting companies and the media platforms providing the clip video content.

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