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A Study on the Media Consumers' Behavior Related to Online Communications: Behavioral Economics Perspective

Authors
Ma, Alice KyoungranKim, TakhunAhn, Jongchang
Issue Date
May-2019
Publisher
KSII-KOR SOC INTERNET INFORMATION
Keywords
Online communications; comments and reactions; media consumers; willingness to watch; distinction bias; behavioral economics
Citation
KSII TRANSACTIONS ON INTERNET AND INFORMATION SYSTEMS, v.13, no.5, pp.2491 - 2508
Indexed
SCIE
SCOPUS
KCI
Journal Title
KSII TRANSACTIONS ON INTERNET AND INFORMATION SYSTEMS
Volume
13
Number
5
Start Page
2491
End Page
2508
URI
https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/147912
DOI
10.3837/tiis.2019.05.014
ISSN
1976-7277
Abstract
This research investigates the media consumers' behavior with behavioral economics perspective, especially regarding TV content viewers' behavior; how do online communications influence TV viewers' decision when choosing a new TV content among options. We focus on quantity and attribute of comments or reactions on the online news articles. We analyze that online communications data, which were generated before the first broadcast, affect the TV content consumers' choice for a new TV series. Here we identify a predicted utility, experienced utility and distinction bias in TV media consumption to find the effectiveness of the first viewing choice on whole TV series' episodes. To avoid the crucial influence by exogenous factors, such as season and social issue, the test was done with specific conditions. This research found that the total number of reactions to the comments by itself positively affects the audiences' decision-making behavior for a new TV content choice. This influence was regardless of favor/ non-flavor reactions. This study contributes to the literature on media economics and management by exploring the media content users' consuming behavior and making a first step for finding an important influencer on the media content consumption.
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