한국 영화 원작 기반 중국 리메이크 영화 경험에 따른 구전 형성 요인 연구: <수상한 그녀>의 중국 리메이크 <20세여 다시 한 번>을 중심으로

초록

This study examines how viewing motivation and cultural proximity influence positive word-of-mouth (WOM) for Chinese remakes of Korean films, focusing on the mediating role of perceived quality and the moderating role of original film viewing experience. An online survey was conducted with 265 Chinese audiences who had watched 20 Once Again. Structural equation modeling and multi-group analysis were employed. The results show that viewing motivation and cultural proximity positively affect perceived quality, which in turn strongly influences positive WOM. Perceived quality also mediates the relationships between viewing motivation, cultural proximity, and positive WOM. Original film viewing experience significantly moderates only the relationship between cultural proximity and perceived quality. This study extends remake research by explaining audience responses through quality evaluation and WOM formation rather than focusing solely on textual adaptation or industrial strategies.

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