미국·일본 애니메이션 화 소비의도 결정요인에 대한 탐색적 연구

초록

This study aims to examine determinants of the intention to watch both US and Japanese animation movies between Korean and Chinese college students. In this study, the key defendant variable is the intention to watch animation movies, and the independent variables were comprised of three factors including motives to watch animation movies, preferences for US and Japanese animation studios and attitudes toward the US and Japan. The major results are as follows; firstly, for Korean college students, attitude toward US culture and motives of entertainment and experience were significant predictors in explaining the intention to watch US animation movies. This regression model explained 67% of the variance. For Chinese college students, preferences for US animation studios and motives of usefulness were significant predictors in explaining the intention to watch Japanese animation movies. This regression model explained 75% of the variance. Secondly, for Korean college students, attitude toward Japanese culture, preferences for Japanese animation studios were significant predictors in explaining the intention to watch Japanese animation movies, while motives of usefulness was the negative factor. This regression model explained 67% of the variance. For Chinese college students, preferences for Japanese animation studios and attitude toward Japanese culture were significant predictors in explaining the intention to watch Japanese animation movies. This regression model explained 72% of the variance.

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