Research On The Effect Of Chinese Viewers’ Watching Motives Of South Korean TV Drama On Satisfaction And Loyalty

Korea which was an importer of cultural products now exports its cultural products,and this trend was named Hallyu in Chinese contents market during the mid-1990 s,describing the explosive popularity of Korean pop music,TV drama,variety show,and etc.Those cultural contents have not only changed the image of and attitude toward Korea,but also they are making a tremendous profit as exporting items.TV drama takes the top position when it comes to popularity of cultural contents in Asian countries and especially in its neighboring country,China.Chinese market carries more importance than any other contents market from any other Asian countries.Therefore,this study seeks to understand Chinese audience s’ watching patterns and to provide suggestions and insight on how to maintain the audience base and attract more Chinese viewers to Korean t elevision dramas.To be specific,the purpose of this study is to analyze the relationship to three factors;1)Chinese audience watching motivation of Korean TV dramas,2)watching satisfaction and 3)audience loyalty.Data were collected from 217 Chinese viewers of Korean television drama,in the capital city of Heilongjiang province,China.Factor analysis and regression analysis were used to analyze the collected data.The results showed that ‘cultural interest’ motive,‘good quality’ motive,and ‘cast of star’ motive were positively related to Satisfaction.While every motive was in positive relationship with Loyalty.Finally,satisfaction was found to have positive relationship with Loyalty.This study also includes further discussion,suggestions,and limitations based on the results.The results of this study are important given that it has identified the meaningful watching motives of Chinese viewers which the broadcasting companies and TV drama producing company can refer to when developing strategies for the Korean TV drama’s future.