The current study investigated the relative effects of viewing motivations on viewing preferences and viewing intentions of television food programs. Data collection was conducted by administering a survey to television food program viewers both on and offline. Viewing motivations were categorized as ‘information’ ‘entertainment’, ‘pass-time’, ‘companionship’, ‘relaxation’, and ‘social interaction’. ‘Information’ and ‘entertainment’ proved to be the most important motivational factors affecting viewing preferences for television food programs. ‘Information’ and ‘social interactions’ were the strongest predictors of viewing intentions of television food programs. However, ‘pass-time’ had a negative influence on both viewing preferences and viewing intentions of television food programs. Furthermore, the results of study verified the moderating effects of food involvement in these relations.

• 안세경(연세대학교 생활환경대학원 호텔·외식·급식경영전공) | Se-Kyung An
• 이범준(연세대학교 생활환경대학원 호텔·외식·급식경영전공) | Bum-Jun Lee Corresponding author