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The impact of cognitive and affective factors on the viewer’s preference for television programs

One of the greatest concerns to television program producers is to attract and retain viewers. There have been many studies aiming to predict and examine the determinants of viewers’ preference for television programs, of which the most outstanding is the research on media enjoyment by Nabi and Krcmar. In particular, Nabi and Krcmar proposed the tripartite model of media enjoyment effects on viewing and content-related behavior that comprises of affective reaction, cognitive reaction and behaviour reaction. A more generalized theory is that of Katz et al. on the uses and gratifications. Accordingly, the audience has a collection of needs that come from social and psychological origins and needs to be gratified; all types of mass communication media are only a facility to satisfy those needs. Four general categories of needs are identified, including (1) diversion; (2) personal relationships; (3) personal identity and; (4) surveillance. Later studies have been devoted to clarifying and extending these needs. This research employs the reliability test Cronbach’s Alpha, exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modeling (SEM) to test the research model and measure the influence of the cognitive and affective factors on the enjoyment and uses of television programs. The final objective of this research is to find the way to influence the viewers’ preference for reality programs/gameshows in Vietnam.