중국 시청자의 K-Drama 시청동기가 지속시청의도에 미치는 영향 -의사사회 상호작용과 시청만족의 이중매개효과를 중심으로- = The effect of Chinese viewers' viewing motivation of K-Drama on viewing continuity intention -Focusing on the Dual Mediating Effect of Parasocial Interaction and Viewing Satisfaction

다국어 초록 (Multilingual Abstract)

The purpose of this study is to provide basic data for sustainable K-Drama diffusion through empirically examining the dual mediating effect of pseudo-social interaction and viewing satisfaction on the effect of Chinese viewers' K-Drama viewing motivation on continuous viewing intention. Process Macro Model 4 and Process Macro Model 6 were used to verify the mediating effect and multiple regression analysis of the collected 513 data. First, content excellence and cast attractiveness had a positive (+) effect on continuous viewing intention, cultural curiosity and relational factors had no effect, and cultural similarity had a negative (-) effect. Second, the pseudo-social interaction was found to partially mediate between cultural curiosity, content excellence, cast attractiveness and continuous viewing intention, while cultural similarity and relational factors completely mediate. Third, viewing satisfaction partially mediated content excellence, cultural similarity, cast attractiveness, relational factors and continuous viewing intention, and cultural curiosity fully mediated. Fourth, pseudo-social interaction and viewing satisfaction double mediated between viewing motivation and continuous viewing intention, partially mediated by content excellence, cast attractiveness and continuous viewing intention, and cultural curiosity, cultural similarity, and relational factors were completely mediated. Therefore, this study has the implications of suggesting a direction for a sustainable K-Drama diffusion measure.