Investigating the Effect of Viewing Korean Drama on Fans' Awareness and Attitude toward Korean Drama and Culture
Date Issued
2007
Date
2007
Author(s)
Tseng, Hui-Wen
DOI
zh-TW
Abstract
This research has discussed Korean drama audience’s awareness and attitude toward Korean drama and Korean culture after their viewing activities by deep-interview with Korean drama fans which then identified the characteristics of join fans club(or not) and pure Korean fans(or not) that make them different in the level of awareness and attitude toward Korean drama and Korean culture. Finally, it identified the different level of awareness and consumption activity of the pure practical community, pure virtual community, and the mix of both.
It has found that Korean fans who had joined the club discussed more in detail than those who hadn’t, thus their awareness to Korean drama are deeper. As to the awareness of Korean culture, Korean fans who had joined the clubs had known the most. Due to impure Korean drama fans paid more attention to Korean star than pure Korean drama fans, the impure Korean drama fans who had joined clubs know Korean culture no more than those who hadn’t joined clubs. On the other hand, the pure practical community knew Korean drama and Korean culture the lest while the fans who exist in both virtual and practical community knew more. However, both types have low involvement of consumption activity. The pure virtual community knew Korean drama and Korean culture the most and who had the highest involvement in consumption activity.
Subjects
韓劇
虛擬社群
置入行銷
認知和態度
Korean drama
fan culture
virtual community
product placement
awareness and attitude
Type
thesis
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