웹드라마의 이용과 충족에 관한 연구

Abstract

With the advent of the Internet media era, web dramas have received the attention of the public as the most representative cultural contents in the world, including Korea and China. According to the current status of web dramas in both Korea and China, it seems that there are many differences in various aspects from the web drama itself, such as the broadcasting platform and usage method. However, research on web drama users, which are from different cultural backgrounds, is currently lacking. Accordingly, this study presented the following four research questions and surveyed 205 users of web dramas in both Korea and China. Research Question (1): What is the difference between Korean and Chinese university students' motivation to use web dramas? (2): What is the difference between Korean and Chinese university students' web drama usage behavior? (3): How do Korean and Chinese university students' web drama usage motives and behaviors affect usage satisfaction? (4): How do Korean and Chinese university students' web drama usage motives and behaviors affect their continued intention to use? As a result, Korean university students identified motivations such as convenience, fashion pursuit, empathy pursuit, entertainment pursuit, and time spent. In the case of Chinese university students, motivations such as personal play, taste fit, convenience, social awareness, and empathy were identified. And overall, Chinese university students use web dramas more actively than Korean university students. In the case of Korean university students. the interaction use method may affect satisfaction, and the convenience factor may affect the intention to use continuously. Chinese university students can influence the satisfaction of factors such as preference, usage time, repetitive use method, social consciousness motivation, and the usage time, preference and usage method, and repetitive use method have an effect on continuous intention.

Keywords: web drama, motivation to use, usage behavior, satisfaction, continuous use intention, college students, Korea, China