한국 MZ 세대의 중국 영상콘텐츠 호감도가 소비경험에 미치는 영향 = Effects of Preference for the Chinese Video Contents of the Korean MZ Generation on Their Consumption Experiences

다국어 초록 (Multilingual Abstract)

The purpose of this study was to find out the effect of Korean MZ generation's preference for Chinese video content on consumption experience. Specifically, first, is there a difference in the preference for Chinese video contents according to the characteristics of various variables (socio-demographic characteristics, variables related to cultural contents) of the Korean MZ generation? Second, is there a difference in consumption experience according to the characteristics of various variables (socio-demographic characteristics, variables related to cultural contents) of the MZ generation in Korea? Third, does the Korean MZ generation's preference for video content affect their consumption experience? am. To do so, survey researches by both face-to-face and non-contact way through online were conducted from January to February in 2022, collecting 343 data. Using SPSS Win 24.0 Ver, they were analyzed with reliability test, descriptive statistics, frequency analysis, t-test, one-way ANOVA, and hierarchical regression analysis. First, the Korean MZ generation showed low level of both preference and consumption experiences on the Chinese video contents. Second, the females among the Korean MZ generation showed more positive on both preference and consumption experiences on the Chinese video contents than the males. In addition, both preference and consumption experiences on the Chinese video contents were higher in case of the motivations of the experiences with leisure and hobby; sustained experiences on the contents until the recent date; over 2 years of the experiences; and fluent communication in Chinese somewhat. Third, as the preference on the Chinese video contents was higher, the consumption experiences showed higher.

국문 초록 (Abstract)

본 연구에서는 한국 MZ세대의 중국 영상콘텐츠 호감도가 소비경험에 미치는 영향을 파악하는 데 연구의 목적이 있었다. 구체적으로 첫째, 한국 MZ세대의 제 변수의 특성(사회인구학적 특성, 문화콘텐츠 관련 변수)에 따라 중국 영상콘텐츠 호감도는 차이가 있는가? 둘째, 한국 MZ세대의 제변수의 특성(사회인구학적 특성, 문화콘텐츠 관련 변수)에 따라 소비경험은 차이가 있는가? 셋째, 한국 MZ세대의 영상콘텐츠 호감도가 소비경험에 영향을 미치는가? 이다. 이러한 목적을 달성하기 위해 2022년 1월과 2월에 온라인을 통한 비대면 설문조사와 대면 설문조사를 병행하여 343명의 데이터를 수집하였고, SPSS Win 24.0 ver을 사용하여 신뢰도분석, 기술통계, 빈도분석, t-test, oneway ANOVA 및 위계적 회귀분석을 하였다. 첫째, 한국 MZ세대의 중국 영상콘텐츠 호감도, 중국 영상콘텐츠 소비경험 모두 낮었다. 둘째, 한국 MZ세대 중 여성의 중국 영상콘텐츠 호감도와 영상콘텐츠 소비경험이 모두 남성과 비교하면 긍정적이었다. 또한, 중국 영상콘텐츠 경험동기가 여가 및 취미생활인 경우, 국내 중화권 방송을 통해서 중국 영상콘텐츠를 접하는 경우, 최근에도 중국 영상콘텐츠를 지속적으로 경험하는 경우, 경험기간이 2년 이상인 경우, 중국어 의사소통이 어느 정도라도 되는 경우 중국 영상콘텐츠 호감도, 소비경험이 높았다. 셋째, 중국영상콘텐츠 호감도가 높을수록 소비경험은 높아지는 것으로 나타났다.

참고문헌 (Reference)

1 "https://www.kocis.go.kr/koreanet/view.do?seq=1040735&idx=22109&page=1&pageSize=10&RN=461"

2 "https://naver.me/GW5UfjeA"

3 "https://blog.naver.com/ipanema11/222189945860"

4 "https://baike.baidu.com/item/%E5%8D%8E%E6%B5%81/1227878?fr=aladdin"

5 L. Jing, "The promotion role of TV drama overseas market expansion on the country's foreign cultural propaganda" 6 : 98-100, 2017

6 G. Y. Hur, "The influence of attributes of cultural contents and consumption experience on consumer response and their intention of action" Sogang University 2017

7 L. H. Na, "The effects of preference for Korean wave cultural contents on watching attitude and loyalty to domestic musicals : focusing on Japanese audience" Chung-Ang University 2015

8 G. W. Juan, "The dimensions and biases of domestic TV dramas' overseas communication in constructing China's national image" 7 : 2017

9 X. S. Bao, "New features of overseas export and dissemination of domestic TV dramas" Screen Wide Angle 2017

10 홍소희 ; 김민, "MZ세대 특성에 따른 커뮤니케이션 메소드에 관한 연구" 한국일러스아트학회 24 (24): 113-120, 2021

11 K. K. Yeol, "MZ Generation Trend Code" Million Books 2021

12 PWC, "Global Entertainment and Media Outlook 2013-2017"

13 L. l. Xi, "A study on image of Korea, and purchase intention on Korean product of the Chinese consumer's Korean-wave" KonkukUniversity 2011

14 H. J. Kwon, "A Study on the impact relation of Cultural Contents Favor, National lmage, Tourism lmage, Brand Attitude and Loyalty: Focused on Japanese tourists" Gyonggi University 2010

15 L. Shuang, "A Study on the Change of Chinese Cultural Contents Industry Policy from Developmental State Theory : Focusing on China's Response Strategy to the Inflow of Korean Wave Dramas" Seoul national University 2019