earticle

영어

Cable TV expands fast, it gradually bears commercial characteristics influencing corporate profits, and it seems that it surfaces as a new distribution market of, especially, the products that are aired by beauty programs. In such a background, this study attempted to find out what variables produce corelation among viewers’ satisfaction level, competitions’ profitability, promotion effect of the aired products, and purchase decision-making factors, and analyze relations of satisfaction level to what motivates them to view beauty programs, purchase factors, and brand images. I set research problems by surveying viewers’ viewing motivation, purchase factors, and effect of brand images on satisfaction level, and had them go through statistical analysis using SPSS 18.0 Statistical Program for Windows to see if they match research hypotheses. According to the results, neither viewing motivation nor purchase factors had significant effect on satisfaction level, but with regard to relation between brand image and satisfaction level, satisfaction level was higher in proportion to level of brand credibility.