대 흥행(block-buster) 드라마의 조건 : 드라마의 친숙성, 주연배우 지명도, 인터넷 기사(記事) 등이 시청률에 미치는 영향 = In Search of Blockbuster Drama: The Effects of Genre Familarity, Star Power, and Internet Accounts on Rating Performance

국문 초록 (Abstract)

본 연구에서 저자는 의사결정이론에 터 잡아 장르 친숙성, 주연배우 지명도, 인터넷 기사 등이 드라마 시청률에 미치는 영향을 분석했다. 우리나라 지상파 방송사에서 방영한 드라마 225개를 대상으로 하여 실증 분석한 결과, 장르 친숙성, 주연배우 지명도, 인터넷 기사 등은 드라마 시청률에 긍정적인 영향을 미치는 것으로 나타났다. 또한, 장르 친숙성과 인터넷 기사, 주연배우 지명도와 인터넷 기사 등의 상호작용 효과를 분석한 결과, 주연배우 지명도와 인터넷 기사 상호작용 항(項)만 드라마 시청률에 유의한 영향이 있는 것으로 나타났다. 구체적으로, 주연배우 지명도가 드라마 시청률에 미치는 긍정적인 영향은 인터넷 기사 수가 많을수록 강화되는 것으로 나타났다. 마지막으로, 주연배우 지명도, 그리고 인터넷 기사는 대 흥행(blockbuster) 드라마에 대하여 독립 및 상호작용 효과를 모두 지니고 있는 것으로 나타났다.
본 연구의 이러한 연구 결과는, 시청자들에게 친숙할 뿐만 아니라 시청자들이 빠르게 의사결정을 내리는 데 도움을 줄 수 있는, 신뢰성이 큰 단서는 드라마 시청률을 높이는 데 있어서 중요한 역할을 한다는 것을 시사한다.

다국어 초록 (Multilingual Abstract)

This cross-level study of 225 samples from Korean terrestrial television drama examined the impact of genre familiarity, star power, and internet accounts on rating performance. The findings showed that genre familiarity, star power, and internet accounts were positively related to rating performance respectively. Further, the findings demonstrated that star power moderated the relationship between internet accounts and rating performance. Implications for theory and practice, along with limitations of the study and directions for future research, are suggested.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 이론적 배경과 가설의 설정
• Ⅲ. 연구방법
• Ⅳ. 연구결과
• Ⅴ. 연구 결과의 토론
• References
• Abstract

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