Abstract :

Amid the dominance of digital media, the variety show Going Seventeen by the K-pop group Seventeen on YouTube has attracted considerable attention for its creativity and diverse content. This study aims to examine the influence of broadcast quality and program packaging on viewing satisfaction. Employing a quantitative explanatory approach, the research involved 400 respondents selected through simple random sampling. Data were analyzed using path analysis. The findings indicate that both broadcast quality and program packaging have a significant effect on viewing satisfaction; however, their combined influence is relatively modest. Moreover, program packaging exerts a slightly greater influence on viewing satisfaction than broadcast quality. Thus, although both variables jointly affect viewing satisfaction, program packaging is perceived as more influential than broadcast quality. Additionally, viewers particularly enjoy the comedic elements enhanced by the use of subtitles, which fulfil or even exceed their expectations. Nevertheless, certain aspects of editing remain areas for potential improvement.

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Keywords :

Broadcast quality, Program packaging, Viewing satisfaction, YouTube

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