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KMID : 0665420140290030259
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Korean Journal of Food Culture
2014 Volume.29 No. 3 p.259 ~ p.269
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Effects of Viewing Motivations on Viewing Preferences and Viewing Intentions of Television Food Programs
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An Se-Kyung
Lee BumJun
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Abstract
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The current study investigated the relative effects of viewing motivations on viewing preferences and viewing intentions
of television food programs. Data collection was conducted by administering a survey to television food program viewers
both on and offline. Viewing motivations were categorized as ‘information’ ‘entertainment’, ‘pass-time’, ‘companionship’,
‘relaxation’, and ‘social interaction’. ‘Information’ and ‘entertainment’ proved to be the most important motivational factors
affecting viewing preferences for television food programs. ‘Information’ and ‘social interactions’ were the strongest
predictors of viewing intentions of television food programs. However, ‘pass-time’ had a negative influence on both viewing
preferences and viewing intentions of television food programs. Furthermore, the results of study verified the moderating
effects of food involvement in these relations.
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KEYWORD
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Food television, viewing motivation, viewing preference, viewing intention, food involvement
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