이 연구는 해외방송 시청자들의 시청 행위와 시청효과에 영향을 미치 는 요인에 대한 분석으로서, 아리랑TV 홈페이지 접속자 중 아리랑 TV를 주기적으로 시청하고 있는 87개국 736명의 시청자들을 대상으로 하고 있다. 해외 시청자들의 아리랑TV 시청시간과 시청 만족도, 한국에 대한 이 미지에 영향을 미치는 요인들에 대한 분석 결과, 시청자의 시청 동기가 효과 를 결정짓는 중요한 요인으로 관여하고 있음을 알 수 있었다. 또한 아리랑 TV의 시청 만족도가 한국에 대한 이미지에 결정적 영향을 미치고 있음이 밝혀짐으로써 해외방송의 역할을 긍정적으로 검증하는 계기가 되었다. 만족 도 이외에도 시청자들이 지닌 고유한 특징이라 할 수 있는 사회문화적인 가 치도 시청 효과 직접적인 영향을 미치고 있음이 밝혀져 해외 프로그램 소비에 대한 기존 이론들의 주장을 확인할 수 있었다. 그러나 본 연구의 분석 결과, 한국이나 한국인과의 직접적인 접촉이 방송이 라는 매개된 커뮤니케이션에 대한 노출이나 만족도에 부정적인 영향을 미치 는 것으로 나타났다. 이러한 연구결과는 방송의 효과와 실제 경험 간의 관계 에 대한 새로운 접근이 필요함을 시사해 주고 있다.

Based on the survey toward 736 ArirangTV’ homepage users from 87 countries who watch it regularly, this research attempts to analyze the viewers’ behaviors and the effect of communication of International Broadcasting. The result of analysis shows that audience activity is the major determinants to affect viewing hours and satisfaction of ArirangTV and Korean national image. In addition, the obvious motivations of audience as like the willingness to watch Korean dramas & movies, and to learn Korean & Korean culture are positively related to Korean national image, and it indicates the value of audience activity for international broadcasting. According to the analysis, the satisfaction degree of the ArirangTV is the significant variable for the Korean national image, and it reveals that ArirangTV as a international channel takes the role to improve national image promotor. This study has confirmed the previous studies for the foreign programmes consumptions with the result that socio-cultural variables which is called as a viewers' inherent character directly influence to viewing effects. However, the finding shows that the experience of visiting Korea and also direct communication with Korean people brings negative influence regarding the viewing hours and satisfaction ratio for the international broadcasting. The authors speculate that it needs new approach for the relationship between international broadcasting effect as a mediated experience and real experience in the daily lives.

Based on the survey toward 736 ArirangTV’ homepage users from 87 countries who watch it regularly, this research attempts to analyze the viewers’ behaviors and the effect of communication of International Broadcasting. The result of analysis shows that audience activity is the major determinants to affect viewing hours and satisfaction of ArirangTV and Korean national image. In addition, the obvious motivations of audience as like the willingness to watch Korean dramas & movies, and to learn Korean & Korean culture are positively related to Korean national image, and it indicates the value of audience activity for international broadcasting. According to the analysis, the satisfaction degree of the ArirangTV is the significant variable for the Korean national image, and it reveals that ArirangTV as a international channel takes the role to improve national image promotor. This study has confirmed the previous studies for the foreign programmes consumptions with the result that socio-cultural variables which is called as a viewers' inherent character directly influence to viewing effects. However, the finding shows that the experience of visiting Korea and also direct communication with Korean people brings negative influence regarding the viewing hours and satisfaction ratio for the international broadcasting. The authors speculate that it needs new approach for the relationship between international broadcasting effect as a mediated experience and real experience in the daily lives.

international broadcasting, viewers’ behavior, communication effects, audience activity, national image