%0 Journal Article
%T Willingness to Pay for the Subscription Fee of Public Broadcasting System
%A Inho Park
%A Hyun Soon Park
%J Advances in Journalism and Communication
%P 1-7
%@ 2328-4935
%D 2014
%I Scientific Research Publishing
%R 10.4236/ajc.2014.21001
%X The study aims at developing communication strategies for the public broadcasting system according
to WTP (Willingness to Pay) for the subscription fee and the audience¡¯s perception of the
public broadcasting system as a public good. A quasi-experiment was conducted for audiences
who have previously watched public broadcasting channels. According to the results, those respondents
who think of public broadcasting as a public good and who think that public broadcasting
performs its public role well have high intention to pay the subscription fee. Respondents feel
at a loss when they pay the subscription fee, and the willingness to pay the fee goes down.
%K Public Broadcasting System
%K Subscription Fee
%K WTP
%K Framing
%U http://www.scirp.org/journal/PaperInformation.aspx?PaperID=44353