The Research of Korean Drama Viewing Behavior

• Main Authors: Liu Li Hua, 柳麗華
• Other Authors: Lien Chung Chang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/57148190613260676340

碩士 === 康寧大學 === 企業管理研究所 === 103 === This study aimed to explore the current situation of the public’s Korean drama viewing, factors contributing to Korean drama viewing, and Korean drama viewing behavior under the constraints effect. Through the questionnaire survey and statistical analysis, pertinent conclusions and specific recommendations were put forth to serve as a reference for relevant units. The questionnaire survey method was adopted for data collection. Through convenience sampling and with residents from Nantou County as the participants, a total of 420 questionnaire copies were distributed, of which 400 valid copies were recovered, accounting for the effective recovery rate of 95%. The valid questionnaire copies underwent analysis suing statistical methods such as descriptive statistics, factor analysis, t-test, one-way ANOVA, Pearson’s product-moment correlation coefficient, and simple regression analysis. Findings show: 1. Among the participants, the daily Korean drama viewers comprised the majority, followed by Taiwanese soap opera viewers, Mainland Chinese drama viewers, and Japanese drama viewers; the Hong Kong drama viewers accounted for the least. 2. The main factors contributing to the public’s Korean drama viewing include understand customs of different countries, broaden horizons, beautiful music, good-looking actors, diversified program types, away from busy life, and stress relief. 3. Korean drama production teams hold a stringent attitude towards customer-oriented program production, able to grasp consumer mentality, bring constraints effect into full play, and meet consumer demand, all of which are keys that have triggered the wave of Korean dramas in Taiwan and Asian countries. 4. The imagery conveyed by commercials broadcasted in between Korean Drama show time (actual images of Korea, the images of Korea by fashioned plots) changes according to age, occupation, monthly income, and monthly disposable amount. 5. The purchase intention changes according to variables such as age, marital status, monthly income, monthly disposable amount, and lifestyle. 6. The imagery conveyed by commercials broadcasted in between Korean drama show time has a direct and significant impact on purchase intention and travel motivation.