중국 지역방송의 조직-공중관계성이 방송사 이미지 및 충성도에 미치는 영향

Abstract

This study applies organization-public relations(OPR) model to empirically test local television channel of Gilim area in China. The purpose of this study is an empirical test of the relationships between organization-public relations(OPR) varables--trust, commitment, and local community involvement--and channel brand image and loyalty toward local television channel of Gilim area in China(Gilim TV& Honam TV). Research hypotheses 1 through 2 examined correlations between OPR varables--trust, commitment, and local community involvement--and channel brand image and loyalty toward Gilim TV and Honam TV. Correlation analysis found that both Gilim TV and Honam TV had significantly high correlations between OPR variables(trust, commitment, and local community involvement) and channel brand image and loyalty variables. Path analysis supported the correlation analysis findings. Especially, OPR variables except trust of Honam TV had significant influences on channel brand image, in turn channel brand image had a mediator role between OPR variables and channel brand loyalty of Gilim TV and Honam TV. The findings imply that Chinese local TV stations also should pay attention to organization-public relationship variables such as trust, commitment, and local community involvement to increase local TV station brand image and loyalty in rapidly changing multimedia environment.