| Abstract |
| In this paper, we conducted in an attempt to investigate the effects of the viewer`s response(trust, enjoyment, satisfaction, continuous viewing intention, word-of-mouth intention) to the beauty program characteristics(MC attractiveness, informativeness, objectivity, differentiation) of beauty program that is increasingly influential in recent. Also we investigated a response related beauty program after classification of the group according to the appearance involvement(low / high) of a viewer. The results of the study were as follows. First, we confirmed MC attractiveness and objectivity have a positive influence on trust. Second, trust and enjoyment have a positive influence on satisfaction of program, and satisfaction have a positive influence on continuous viewing and word-of mouth intention. Third, we confirmed beauty program characteristics have a different impact on the viewer`s response depending on the level of appearance involvement. In this result, we expect to suggest useful implications for broadcasters is planning and producing a beauty program. |
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| Key Words |
| 뷰티 프로그램 특성, 시청자 반응, 외모관여도, Beauty program characteristics, Viewers` response, Appearance involvement |
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