Universität zu Köln

Ma, Alice Kyoungran and Ahn, Jongchang (2019). The Correlation between Online Comments before Broadcasting and Television Content Viewers' Behavior Pattern: The Anchoring Effect Perspective. KSII Trans. Internet Inf. Syst., 13 (6). S. 3023 - 3037. GANGNAM-GU: KSII-KOR SOC INTERNET INFORMATION. ISSN 1976-7277

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Abstract

This study investigated the television (TV) content viewers' behavior influenced by online communication at the choice of new TV series on a terrestrial streaming platform. For exploring the impact of the anchoring effect on the TV content consumption, this study analyzed the correlation between the first episode's TV ratings and the data of online comments or reactions. These data were potential audiences' communication, which were generated on the online article three weeks before the first broadcasting began. To avoid the crucial influence by external factors, such as season and social issue, the test was done with eight (8) TV series which have same genre (drama), similar core audience targeting (20-49's women), similar broadcasting period (Jun-Oct 2016), same scheduling (10.00 to 11.00 pm, weekdays) and aired on terrestrial TV platforms. This research found that not only the amount of comments and reactions, but also the attitude about the comments created before broadcasting, positively influence the audiences' decision-making behavior for new TV content choices. This investigation contributes to the literature on media economics and management by exploring the media content users' consuming behavior with behavioral economics perspectives (anchoring effect) and making a first step for finding a new effect on the media content consumption.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Ma, Alice Kyoungran UNSPECIFIED UNSPECIFIED UNSPECIFIED Ahn, Jongchang UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-137343
Journal or Publication Title:	KSII Trans. Internet Inf. Syst.
Volume:	13
Number:	6
Page Range:	S. 3023 - 3037
Date:	2019
Publisher:	KSII-KOR SOC INTERNET INFORMATION
Place of Publication:	GANGNAM-GU
ISSN:	1976-7277
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language ON-AIR; TV; MEDIA; CONSUMPTION; PREDICTORS; ENGAGEMENT; FUTURE Multiple languages Computer Science, Information Systems; Telecommunications Multiple languages
Refereed:	Yes
URI:	http://kups.ub.uni-koeln.de/id/eprint/13734