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A Study on the Effects of Koreans' Motives to Watch Chinese TV Dramas on China's National Image and Satisfaction : Focusing on the Mediating Effect of Cultural Proximity
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한국인의 중국 TV 드라마 시청 동기, 문화 근접성이 중국 국가 이미지 및 시청 만족도에 미치는 영향

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Type
Academic journal
Author
Siyuan He (세종대학교) Chang-Wan Han (세종대학교)
Journal
The Animation Society of Korea The Korean Journal of animation Vol.19 No.1 (Wn.65) KCI Accredited Journals
Published
2023.3
Pages
169 - 197 (29page)
DOI
10.51467/ASKO.2023.03.19.1.169

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A Study on the Effects of Koreans' Motives to Watch Chinese TV Dramas on China's National Image and Satisfaction : Focusing on the Mediating Effect of Cultural Proximity
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Abstract· Keywords

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In this study, with the popularity of Chinese dramas in Korea, Chinese dramas have become popular among Korean viewers so that the trend of Chinese dramas can continue for a long time, such as the Korean Wave, which is suitable for the time when Chinese dramas began to enter Korea in earnest through the OTT platform. Therefore, the purpose was to identify the motivation for Koreans to prefer Chinese dramas through the influence relationship between Koreans’ motivation for watching Chinese dramas, satisfaction with Chinese dramas, national image (likability), and cultural proximity, and to empirically analyze ways to continue the success of Chinese dramas. To this end, this study conducted literature research and empirical analysis, and surveyed Koreans who had watched Chinese dramas. As a result of the analysis, the factors that have a significant impact on cultural proximity among the motivation for watching TV dramas are intimacy, star longing, and character preference, active interest and convenience, and learning of Chinese actors/culture. In addition, it was found that the things that had a significant impact on the Chinese national image among the motivation for watching TV dramas were intimacy, star longing and character preference, fascination of Chinese dramas, and Chinese actor/cultural learning, and that had a significant effect on viewing satisfaction among the motivation for watching TV dramas resulted in intimacy, star longing and character preference, and Chinese actor/cultural learning. Based on these results, it is expected to improve the demand for Chinese dramas and improve the national image by expanding the status of Chinese dramas in the Korean drama market and the direction of future development in the future.
#중국 드라마 #TV 드라마 시청 동기 #국가 이미지 #문화 근접성 #시청 만족도 #Chinese drama #motivation of watching TV drama #national image #cultural proximity #satisfaction

Contents

1. 서론
2. 이론적 고찰
3. 연구문제 및 연구 방법
4. 실증 분석 결과
5. 결론
참고문헌
Abstract

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