대만인의 인터넷을 통한 한국 드라마 사전 시청이 사후 정규 방송 재시청 의도에 미치는 영향 : SBS <푸른 바다의 전설>을 중심으로

초록

With the transition to the digital media environment, foreign Korean Wave content consumption is changing. Before official import, Korean dramas are viewed in foreign markets through the Internet. These behaviors might have impact on the ratings and profitability of the officially imported dramas. In this context, the present research paid attention to the consumption of Korean Wave content through heterogeneous media platforms in Taiwan which is one of the major Korean Wave content consumption countries. To put it concretely, the research attempted to identify the determinants that predict the intention to rewatch the Korean broadcaster SBS’s drama, among the viewers who watched it in advance of the official import. The hierarchical regression analyses revealed that the amount of real time viewing, satisfaction from the prior viewing, expression of emotions on the bulletin board (clicking “like”), exposures to related media news stories, and exposures to trailers positively predicted the intention to rewatch the drama when it is officially imported, while the amount of viewing of the translated version negatively predicted the intention to rewatch. On the basis of the findings, managerial implications to raise the ratings of the officially imported dramas in Taiwan.

키워드