基于国际贸易角度研究中国观众对韩剧的收视动机,满意度与忠诚度

本文是国际贸易论文，笔者 认为本研究的发现对于那些需要为中国观众看韩剧发展战略的生产公司和营销人员是有用的和有意义的。未来的研究人员可以考虑到这些局限性，以便进行更加详细和多样化的研究。这将有助于考察不同的人口学特征，未来的研究也可以研究韩国电视剧的口碑效应。

Chapter1 Introduction

1.1 Background
South Korea is 99,720 square kilometers. Speaking of the land size, one couldfit four or five South Koreas into the land of Japan. And it is only 1/4 the size ofHeilongjiang province, China. With little natural resources, the country is inhabitedby 51 million people speaking Korean and writing Hangul which are quite uniquebut can be hardly spoken outside of the country. South Korea does not seem to haveenough reasons to be successful in spreading and taking advantage of its ownculture. However, to everybody’s surprise, the cultural power of this little countrycan be felt throughout the globe and especially in many Asian countries including itsneighboring country, China.
Since the turn of 21st century, South Korea has emerged as one of the majorexporters of culture. Now, the “Korean Wave” along with “K-drama” and “K-pop”is commonly used when people describe this explosive popularity. With thedevelopment of social networking services and video sharing websites all over theworld, the Korean wave could become stronger, sweeping over the Asian and evento the American continent. To be specific, Korean Wave(Hallyu; 韩流 in Chinese)is a newly coined word in mid-1990 by Chinese media outlets when Korean culture,which includes Korean pop song, TV drama, films, food, and fashion, began tosweep across China and Japan. Since then, it has increasing its scope to Europe andAmerica.
The Hallyu has changed local sentiment and image toward South Korea and itsindustrial products which has not always been favorable in the past. Korean wavehelps people to dissociate Korea from cycles of poverty and political instability, andhelp them have the image of contemporary South Korean. In addition to these,Studies also have found that foreign customers who have watched Korean TV dramaare more likely to choose Korean products and once costumes are satisfied withKorean products they tend to form better image toward the country. Through KoreanTV drama and films many negative stereotypes were diminished among foreignaudience and it induces foreign customers to buy Korean products.
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1.2 Purpose and Significance of the Subject
As seen above, the Korea Wave did bring many good things to the nation inboth directly and indirectly and more importantly through Chinese market and itsaudience, Korean contents market are enjoying growth and expansion. Interestinglythough South Korea and China historically share similar cultural background and itmakes easier for both people enjoy imported contents in spite of the language barrier,there are difference in their taste on cultural consumer goods. So this paper isdesigned to identify those factors.
Each country has shown different responds toward Korean TV contents and theway they accept each TV programs varied country by country.Lim comparedJapanese and Chinese group of viewers of Korean TV programs and their watchingmotives were different. To be specific, Kim (2007) has studied the acceptance levelof one Korean hit drama, ‘Jewel in the palace’. In Taiwan, ‘Jewel in the palacereceived best reception among Korean dramas aired in the country, while ‘KoreaHerald’ created one of the great sensations among Japanese audience.[15]EachKoran TV drama causes different level of sensation and responds in differentcountries. It also implies the acceptance degree on each TV drama can be differentbased on each country and their watching motivation. In a rapidly changing marketand as consumers’ needs become more complicate, continued research on themotivations and which factor has the significance is necessary for the continuousgrowth of Korean cultural contents.To maintain this explosive popularity whichin turns boosts many other economy sectors South Korean broadcasting stations andthese factors need to be analyzed and studied.
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Chapter2 Research Framework and Hypotheses

2.1 Research Framework
This study investigates the impact of Chinese audience satisfaction on viewers ’loyalty (repeat viewing intention and intention to spread word of mouth) in the cityof Harbin, located in the northeast side of mainland China. Based on the in-depthliterature review and the existing theoretical stream, this research proposes a modelof watching motives, satisfaction, and loyalty for more comprehensive model toassess the influence among those factors. The research model is represented inFigure 2-1, while the research hypotheses developed from theoretical factors areproposed in the following section.

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2.2 Hypotheses
Based on the previous literature covered in section 1-3 and the research modelabove, three hypotheses have been drawn. 1) Watching motives (cultural interest,cast of star actors and actresses, social factor, and good quality) will have a positiverelationship with satisfaction. 2) Watching motives will have a positive relationshipwith viewers’ loyalty. 3) Satisfaction will have a positive relationship with viewers’loyalty. In this chapter previous literature and studies on which the hypothesis isbased are described
2.2.1 Watching motives will have a positive relationship withsatisfaction
Watching motivation has been attracting many scholars’ and practitionersattraction. KISDI conducted a survey in 2015 targeting Chinese audience watchingKorean TV drama and variety shows (and additionally k-pop situation in Chinesemarket was surveyed too). Significant and meaningful factors were identified.According to the analysis, as long as Korean TV drama is concerned, Cast of staractors and actresses was chosen as the strongest motivation, followed by goodquality factor. Besides those two factors, cultural interest, favorable image towardKorea, social factor, and cultural proximity were also found to be influential aswatching motives.
Im and Park(2011) identified five watching motivations of Chinese andJapanese university students; Curiosity on culture, good quality, cultural proximity,cast of famous actor and actresses, and social factor. The result shows that Chineseuniversity students’ watching motive and that of Japanese were not exactly the same.Regarding cast of famous actor and actresses, Chinese audience were more sensitivewhile Japanese respondents were found to be more affected by good quality. Besidesthose two, the rest of factors showed similar statistical outcomes.
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第 3 章 方法论 .................... 25
3.1 样本和数据收集 .............. 25
3.2 数据收集程序 .................. 25
第 4 章 数据分析与讨论................... 32
4.1 被调查者的人口学特征和韩国电视剧经历 ............... 32
4.2 可靠性试验 ................ 34

Chapter4 Data analysis and discussion

4.1 Demographic Characteristics of Respondents and theirKorean television drama experience
Approximately 250 Chinese college students and some other random samples(both enrolled students and employed members of the same institutes) fromlanguage institute were asked to participate in the survey. A total of 229respondents agreed to fill out the questionnaire. However, 12 questio nnaires werefound to be unreliable as some of the respondents failed complete the fullquestionnaire items. Thus, a total of 217 questionnaires were used in the analysis.
Of the total surveyee who completed the whole survey (N = 217), 30.9% (n =67) were male and 69.1% (n = 150) were female. The age of respondents wereranging from a teenager to 50 years of age. The largest age group was 21-30 (seetable 5-1).
There was only one teenager respondents among the respondents (n= 1,0.5%).
Twenty-point-seven percent (n = 45) of respondents were between 11 and 20years of age. Sixty-eight-point-seven percent (n = 149) were between 21 and 30years of age. Six-point-nine percent (n = 15) were between 31 and 40 years of age.Three-point-two percent (n= 7) were between 41 and 50 years of age, while norespondent among the sample population indicated that they were 50 years or olderthan that (see table 5-1).
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Conclusion
Based on the previous studies, research model was developed and threehypotheses were proposed. (H1 and H2 are pided into four separate subhypotheses. So This study had 9 hypotheses (H1(4)+ H2(4)+H3(1)=9). As seen inchapter 4, except one hypothesis 1-3, every hypothesis was supported.
To be specific, the result shows that ‘good quality factor’ has the mostsignificant influence on Chinese audience’s satisfaction and loyalty intentiontoward Korean television drama. Producing company would have to put moreemphasis on Good quality to satisfy Chinese audience. Now, ‘Cast of Stars’ factorcannot guarantee the success of Korean TV drama. More and more Chineseaudience assesses Korean TV drama based on the quality not based on whetherfamous actors or actresses appear or not. Previous studies have argued thatChinese audience Satisfaction on Korean TV drama depends on the cast of sta ractors or actresses, but the result shows that the motives and factors that affectChinese audience satisfaction and loyalty is changing. This can be reflected whendeveloping marketing strategies on selecting and exporting Korean TV drama toChina.
Social factor has not been found to have a positive relationship withsatisfaction. The result can be understood that Chinese audience is no longerwatching Korean TV drama out of social factor, and inpidual viewer are lessaffected by social factor. This result is also different from the previous studies.Thus, it can be concluded that Chinese viewers have become less sensitive towords of mouth and what people around them say about a certain kind of KoreanTV drama. This result also reinforces the adopted hypothesis 1-1. More and moreChinese audiences are affected by quality of the program not by words they haveheard from people around them. It also suggests that word of mouth would notcarry much weight with consumers’ purchase intention of cultural products, that is,in other words, when Chinese audience’ makes a decision on Korean TV dramathey would watch, they are less likely to be affected by word of mouth.
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