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지역방송 수용자의 추구충족이 콘텐츠 이용정도, 획득 충족과 브랜드 인식에 미치는 영향 : 기대가치와 기대불일치 가설의 통합모델 적용

Author
김미경
Journal Title
언론과학연구
Publication Year
2018
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Summary

This study analyzed the impact of gain sought and gain obtained of local broadcasting viewers on content usage and brand awareness, and examined the effect of discrepancies between expectation and perceived performance assessment on gain obtained. The results showed that gain sought of local broadcasting positively influences content usage, gain obtained, and brand awareness, while discrepancies between expectation and perceived performance assessment negatively affect gain obtained and brand awareness.

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신선경, 박주연 · 2020

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