Promoting organ donation through an entertainment-education TV program in Korea: Open Your Eyes.

The purpose of this study is to investigate the effects of the characteristics of the program, Open Your Eyes, an entertainment-education TV program in Korea, on parasocial interaction and behavioral intention for organ donation. The results indicated that affective evaluation positively affected parasocial interaction with the program but cognitive evaluation negatively affected involvement with beneficiaries in the program. Also, it was found that cognitive evaluation of Open Your Eyes had a significant positive effect on behavioral intention. In addition, a significant positive effect of program engagement on the behavioral intention was found. Thus, the results indicate that individuals who feel program engagement of Open Your Eyes will be more likely to proceed with organ donation. However, no direct effect of involvement with the beneficiary and program hosts was found.