인터랙티브 드라마의 시청동기, 몰입, 시청만족도, 시청충성도 간 관계에 관한 연구

• 영문명: A Study on the Relationships among Audience Motivation, Viewing Flow, Satisfaction, and Loyalty in Watching Interactive Drama: Focused on Chinese Audience
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 두정 김성경 임성준
• 간행물 정보: 『아태비즈니스연구』제13권 제3호, 157~170쪽, 전체 14쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2022.09.30

영문 초록

Purpose - The purpose of this study is to understand the motivating factors of Chinese audience who watch the interactive drama, and suggest the effects of audience’ motivation on viewing flow, satisfaction, and loyalty. Design/methodology/approach - To achieve the purpose of the study, a questionnaire survey on the Internet was conducted from September 26, 2021 to October 14, 2021, and data from 332 Chinese respondents were collected. Findings - Findings of this study are 1) audience motivation of watching the interactive drama is composed of 6 factors including the pursuit of entertainment and information, curiosity, interaction, sense of control and indirect experience; 2) the pursuit of entertainment and information, interaction and indirect experience have positive effects on viewing flow; 3) all six factors of audience motivation have positive effects on audience satisfaction; 4) four motivating factors including the pursuit of entertainment, curiosity, interaction and indirect experience have positive effects on audience loyalty. 5) viewing flow and audience satisfaction respectively has some partial mediating effects on the relationship between audience motivation and audience loyalty. Research implications or Originality - Results of this study suggest that in order to increase audience loyalty to interactive dramas, in addition to fulfilling the pursuit of entertainment, which is the basic motive for watching any drama, it is important to fulfill motivating factors related to the unique characteristics of interactive dramas such as curiosity, interaction, and indirect experience. In order for these motivating factors to lead to audience loyalty, it is more effective when viewing flow and audience satisfaction are accompanied.

목차

Ⅰ. 서론

Ⅱ.이론적 배경

Ⅲ. 연구모형 및 연구가설

Ⅳ. 연구방법과 결과

Ⅴ. 결론

References

키워드

Audience Loyalty Audience Motivation Audience Satisfaction Interactive Drama Viewing Flow