시청자 참여프로그램의 제작동기와 TPB 변인이 재제작의도에 미치는 영향

Abstract

ABSTRACT

Influences of Production Motivations and TPB Variables on Reproduction Intentions of Public Access Program : The mediating effects of gratifications

Shin, Sun Ho Advisor : Prof. Choi, Yang Ho. Dept. of Journalism Communicaions Graduate School of Chosun University

Public access(PA) programs refer to broadcasting programs planned and produced by common citizens with viewer rights and right of public access as their background concepts. A focus was placed on producers, the most aggressive and active users in media usage, as the most fundamental approach to understand actions of producing PA programs. The starting point was a question, "Why do they produce such programs?" The purposes of this study were as follows: the first one was to develop a set of measurement items to measure production motivations(gratifications sought) and concepts of gratification(gratifications obtained) in actions of producing PA programs and establishing their validity; and the second one was to empirically analyze the production motivations and gratifications with the variables of Theory of Planned Behavior(TPB). Specifically, the study would identify the motivations of those who produced PA programs and analyze effects on gratifications formed through the production of PA programs and elements to stimulate their activity and induce their ongoing production activities. Independent variables include the three TPB variables(attitude toward act, subjective norms, and perceived behavior control) of the Theory of Planned Behavior as well as production motivations from the uses and gratifications approach. Gratification after production was a mediating variable, and reproduction intention was a dependent variable. The research questions were as follows:

1) What sub-dimensions do the production motivations and gratifications of PA program have? 2) What kinds of effect do the production motivations of PA programs have on post-production gratifications? 3) What kinds of effect do the variables of Theory of Planned Behavior have on gratifications of PA programs? 4) Do gratifications have significant effects on reproduction intentions of PA program?

The study empirically tested total 231 questionnaires collected from citizens from all walks of life with an experience of producing PA programs. Collected data were examined with the social science statistical package, SPSS 13.0 program. Final analysis was conducted through exploratory and confirmatory factor analysis, analysis of correlations between factors, test of validity and reliability of the measurement model, and structural equation modeling. As a result, the study first extracted preliminary items about the production motivations and gratifications of PA programs by examining literature on the approach of uses and gratification and conducting an open-ended survey with PA program producers. Based on the exploratory factor analysis, the study found three dimensions of "active participation and communication," "tangible and intangible benefits," and "enhancement of video-related abilities" as well as two dimensions of "gratifications through active participation and communication" and "gratifications through tangible and intangible benefits." Second, the study integrated the production motivations and gratifications of the uses and gratification approach and TPB variables(attitude toward act, subjective norms, and perceived behavior control) in the production process of PA programs and found the significant relations between among main variables in the integrated model through path analysis. The significant findings in the model provided theoretical grounds to understanding the production behavior of PA program producers. In addition, the findings of the study provided implications that PA program producers had a sense of gratifications when having a happy, rewarding, and useful attitude in the production process of PA programs and also exhibited higher reproduction-related intentions when having much gratifications. However, "enhancement of video-related abilities" and "subjective norms" were motivation factors with no influence on "gratifications through active participation and communication" and "gratifications through tangible and intangible benefits." When compared with the production motivation factors of PA programs, "active participation and communication" and "tangible and intangible benefits" had consistency between motivation and gratifications and were in line with "enhancement of video-related abilities." The findings of the study could activate the production process of PA programs by providing PA program producers with a ‘practical public sphere,’ in which they identify main variables influencing reproduction intentions. The study is significant theoretically in that it developed measurement items of production motivations and gratifications of PA programs. The study is also significant theoretically in that it found factors influencing the gratifications obtained and reproduction intentions in the production of PA programs. Finally, the study provides practical implications for specific support plans to promote more active production activities of PA programs.

keywords: public access program, right of public access, theory of uses and gratifications, Theory of Planned Behavior(TPB), attitude toward act, subjective norms, perceived behavior control, reproduction intentions