한국 리얼리티 프로그램의 시청동기와 몰입도가 시청자 만족도에 미치는 영향 연구

Abstract

China's entertainment programs are rapidly developing, and the reality show programs are appearing one after the other. Although reality programs have flourished in Western countries, they have become a world leader in recent years as they have gained huge popularity in Korea, while China's reality show programs have begun somewhat later and still have a considerable gap between Western and Korean reality programs. Because of this, China's reality show programs have been affected by programs from other countries for a long time. In particular, since China and Korea have similar cultural backgrounds, reference to the relatively mature and superior types of Korean programs based on these cultural backgrounds has significant implications for the development of China's reality show programs, as well as a constant significance for the study of China and China's reality show programs. First, does the purpose of this study influence viewer satisfaction from the original Korean and Chinese reality programs (interests to stars, social interactions, mood swings, and information acquisition)? Does this relationship differ depending on Korean and Chinese viewers? Second, does the degree of immersion control affect the satisfaction level of the viewership of the original Korean and localized reality programs (stars' interest, social interaction, diversion, and information acquisition)? Third, does the viewer motivation, immersion and satisfaction level of the original Korean and Chinese reality programs differ depending on Korean and Chinese viewers? Through this research, we will conduct empirical research that can be used in planning, production and marketing of new reality programs in the form of format by verifying the difference and the effect of viewership between the original and localization programs on viewers' satisfaction. The questionnaire used to analyse the research problems of this paper is a total of 400 copies. To summarize the results of the research, first of all, it was found that interest, social interaction, and diversification among the viewers' viewers' viewers' viewers' viewers' viewers' viewers' viewers' viewers' viewership had a significant impact on their satisfaction, and that the information acquisition did not significantly affect viewers' satisfaction. Next, attention, diversification, and information acquisition among the viewing factors of Chinese viewers were shown to have a significant positive impact on viewers' satisfaction, and social interactions did not significantly affect viewers' satisfaction. Second, it was found that the influence of Korean viewers' viewer motivation on viewers' satisfaction, the more viewers' satisfaction level the more they are absorbed in the movie in terms of their interest in the stars and their mood change. Next, in relation to the relationship between Chinese viewers' motivations and viewers' satisfaction, the more the viewers' satisfaction level is, the more the viewers are attracted to the viewers. Third, it turned out that there was no difference in interest, social interaction, and viewer satisfaction level in the viewership, immersion, and viewership of the original Korean and localized reality programs in China. Next, the viewers of China and Korea showed a difference in mood swings and information acquisition between Korea and the original Korean program and China's localization program, while the viewers of both countries rated it above average, but Korea took it more seriously. The findings provide the following implications: First, in terms of the production of Korean programs, many shows including popular stars, contents that can be socially discussed, and laughter such as stress relief will improve the satisfaction of Korean viewers, as well as the ratings will be improved accordingly. Next, regarding the localization of Korean reality programs in China, the Chinese broadcasting stations should remake the contents of Korean reality programs, such as the presence of popular stars, the release of stress and the release of loneliness, or improve them according to local culture and humor. Second, in the production of Korean reality programs, the audience should be more loyal to the content so that viewers can immerse themselves in addition to the entertainment and stress-reducing content, and the insertion of an indirect ad that can make them feel bored. Through this, viewers will become more immersed and their satisfaction will be improved if they achieve their interest in the star and motivation for diversifying their moods. In addition to the fun and stress-reducing content in the production of reality programs, the content should be more faithful so that viewers can be immersed and the insertion of indirect advertisements that can be boring should be avoided. Also, especially in China, instead of completely remaking the Korean program, it is better to find ways to ease the feeling that Chinese viewers are too similar to the original Korean reality program.