Universität zu Köln

Ma, Alice Kyoungran, Kim, Takhun and Ahn, Jongchang (2019). A Study on the Media Consumers' Behavior Related to Online Communications: Behavioral Economics Perspective. KSII Trans. Internet Inf. Syst., 13 (5). S. 2491 - 2509. GANGNAM-GU: KSII-KOR SOC INTERNET INFORMATION. ISSN 1976-7277

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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.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Ma, Alice Kyoungran UNSPECIFIED UNSPECIFIED UNSPECIFIED Kim, Takhun UNSPECIFIED UNSPECIFIED UNSPECIFIED Ahn, Jongchang UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-147671
DOI:	10.3837/tiis.2019.05.014
Journal or Publication Title:	KSII Trans. Internet Inf. Syst.
Volume:	13
Number:	5
Page Range:	S. 2491 - 2509
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; PSYCHOLOGY; PREDICTORS; RESPONSES Multiple languages Computer Science, Information Systems; Telecommunications Multiple languages
Refereed:	Yes
URI:	http://kups.ub.uni-koeln.de/id/eprint/14767