학술논문
중국 추리 예능 프로그램의 시청만족도와 충성도 영향요인에 관한 탐구 : <명성대정탐>을 중심으로 / Research on Factors Affecting Satisfaction and Loyalty of Chinese Detective Entertainment Show
Document Type
Dissertation/ Thesis
Source
Subject
Language
Korean
Abstract
4차 산업혁명 시대가 도래하면서 최근 몇년간의 경제와 IT기술이 발전에 따라 중국 문화 콘텐츠도 폭발적으로 발전했다. 온라인 동영상 사이트의 출시와 진보에 따라 전통적 영화, 드라마뿐만 아니라 중국 예능 프로그램 유형도 상당히 많아졌다. 오디션 프로그램, 연애 프로그램, 소개팅 프로그램, 군대 프로그램 특히 추리 예능 프로그램은 주목을 많이 받았다. 2016년 처음에 생긴 스타 Role-play Game추리 예능 프로그램인 은 첫 방송 시작된 2시간내에 조회수가 1000만번을 넘었으며 검색어 누적 조회수가 1.3억에 달성했고 전례없는 큰 성공을 받았다. 이에 따라 은 큰 연구가치가 지니는 것을 알 수 있다. 본 연구에서는 중국 추리 예능 프로그램의 시청만족도에 한에 영향을 미치는 중요한 요인으로서 프로그램의 시청동기요인과 포맷 구성요소 특징을 제시하고자 하며 이들이 시청만족도에 미치는 영향이 관여도에 따라 차이가 있는지도 알아보기로 한다. 또한 시청만족도와 충성도 간의 관계도 파악하고자 한다. 본 연구는 을 시청경험이 있는 시청자 276명을 대상으로 설문조사를 진행하였다. 선행연구를 토대로 시청동기, 포맷 구성요소 특징, 시청만족도, 충성도와 관여도에 대해 규명하였다. 시청동기는 오락성, 정보취득, 사회교류, 편리성으로 구성되었고, 포맷 구성요소 특징은 극적인 요소, 내러티브, 화면음향특징, 독창성 등 4가지로 구성되었다. 이론적 고찰을 토대로 설문 문항을 설계하여 작성했고 실증적 연구를 진행하였다. 실증조사를 통하여 수집된 자료를 근거로 SPSS 24.0를 이용하여 분석하였다. 연구 결과는 다음과 같다.첫째, 의 시청동기요인 중의 오락성과 정보취득은 시청만족도에 정적(+) 영향을 미치는 결과로 나타났으나 사회교류와 편리성 요인이 시청만족도에 유의미한 영향을 미치지 못했다. 둘째, 의 포맷 구성요소 특징 중의 극적인 요소(출연자), 내러티브(줄거리), 화면음향 특징과 독창성이 모두 시청만족도에 긍정적인 영향을 주었다.셋째, 추리 예능 프로그램 관여도에 따라 극적인 요소(출연자)와 내러티브(줄거리)가 시청만족도에 미치는 영향은 차이가 났다. 관여도가 높을수록 내러티브(줄거리)가 시청만족도에 미치는 영향이 높아졌지만 극적인 요소(출연자)의 영향은 관여도는 높을수록 오히려 작아졌다.넷째, 의 만족도가 충성도에 정적(+) 영향을 주었다. 즉 시청만족도가 높을수록 충성도도 높아졌다.
With the advent of the era of the fourth industrial revolution, Chinese cultural contents have also developed explosively as the economy and IT technology’s development in recent years. With the release and progress of steaming video sites, not only traditional movies and dramas, but also Chinese reality program types have increased considerably. Audition programs, love programs, dating show, military programs, especially mystery game show received much attention. In 2016, the Star Role-Play Game mystery game show who’s the murderer received more than 10 million views within two hours of its first broadcast, with its cumulative search term reaching 1.3 billion won and receiving unprecedented success. This shows that who’s the murderer is worth a lot of research. In this study, as the main factors affecting audience satisfaction of Chinese mystery game show, I’m going to present the program's watching motivation and format component characteristics, and see if there are any differences in the impact of format component characteristics on satisfaction. I also want to know the relationship between satisfaction and loyalty. This study conducted a survey of 276 viewers who have watched who’s the murderer. In order to achieve the goals of the research, I established the viewer motivation, format component characteristics, satisfaction, loyalty and involvement based on the prior study. The watching motivation consisted of entertainment, information acquirement, social communication and convenience, and the characteristics of the format components consisted of four elements: dramatic elements, narratives, screen sound characteristics and originality. Based on theoretical considerations, survey questions were designed and prepared and empirical studies were conducted. Based on the data collected through the infection investigation, The result of the material is as follows with the analysis program of SPSS 24.0 .First, entertainment and information acquirement among the watching motivators of who’s the murderer exerts a positive effect on watching satisfaction, but was not judged as a result of social communication and convenience factors having an effect on watching satisfaction.Second, dramatic elements, narratives, screen sound characteristics, and originality among the format component characteristics of who’s the murderer were all found to have a positive effect on viewing satisfaction.Third, it was found that dramatic elements and narratives based on the involvement in a mystery game show had a different effect on watching satisfaction. The level of involvement is higher, narratives could have a higher impact on watching satisfaction, however the level of involvement lower dramatic elements were determined to have a lower impact on watching satisfaction.Fourth, it was found that the watching satisfaction of who’s the murderer had a positive effect on loyalty. In other words, the higher the watching satisfaction level is, the higher the loyalty can be got.
With the advent of the era of the fourth industrial revolution, Chinese cultural contents have also developed explosively as the economy and IT technology’s development in recent years. With the release and progress of steaming video sites, not only traditional movies and dramas, but also Chinese reality program types have increased considerably. Audition programs, love programs, dating show, military programs, especially mystery game show received much attention. In 2016, the Star Role-Play Game mystery game show who’s the murderer received more than 10 million views within two hours of its first broadcast, with its cumulative search term reaching 1.3 billion won and receiving unprecedented success. This shows that who’s the murderer is worth a lot of research. In this study, as the main factors affecting audience satisfaction of Chinese mystery game show, I’m going to present the program's watching motivation and format component characteristics, and see if there are any differences in the impact of format component characteristics on satisfaction. I also want to know the relationship between satisfaction and loyalty. This study conducted a survey of 276 viewers who have watched who’s the murderer. In order to achieve the goals of the research, I established the viewer motivation, format component characteristics, satisfaction, loyalty and involvement based on the prior study. The watching motivation consisted of entertainment, information acquirement, social communication and convenience, and the characteristics of the format components consisted of four elements: dramatic elements, narratives, screen sound characteristics and originality. Based on theoretical considerations, survey questions were designed and prepared and empirical studies were conducted. Based on the data collected through the infection investigation, The result of the material is as follows with the analysis program of SPSS 24.0 .First, entertainment and information acquirement among the watching motivators of who’s the murderer exerts a positive effect on watching satisfaction, but was not judged as a result of social communication and convenience factors having an effect on watching satisfaction.Second, dramatic elements, narratives, screen sound characteristics, and originality among the format component characteristics of who’s the murderer were all found to have a positive effect on viewing satisfaction.Third, it was found that dramatic elements and narratives based on the involvement in a mystery game show had a different effect on watching satisfaction. The level of involvement is higher, narratives could have a higher impact on watching satisfaction, however the level of involvement lower dramatic elements were determined to have a lower impact on watching satisfaction.Fourth, it was found that the watching satisfaction of who’s the murderer had a positive effect on loyalty. In other words, the higher the watching satisfaction level is, the higher the loyalty can be got.