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korean management review - Vol. 53 , No. 5

[ Article ]
korean management review - Vol. 53, No. 5, pp. 1029-1061
Abbreviation: kmr
ISSN: 1226-1874 (Print)
Print publication date 31 Oct 2024
Received 12 Dec 2023 Revised 01 Apr 2024 Accepted 29 Apr 2024
DOI: https://doi.org/10.17287/kmr.2024.53.5.1029

A Study on the Determinants of K-Drama Viewing: An Information Process Fluency Approach to Drama Viewers’ Decision-Making
Gyeong Mook Kim
(First Author) Department of Business Administration at Duksung Women's University (kgmook@duksung.ac.kr)

정보처리 능숙성(Information Process Fluency)에 기반한 K 드라마(Drama) 시청률 결정 요인 탐구
김경묵
(주저자) 덕성여자대학교 경영학

Copyright 2024 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION
This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.
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Abstract

This study focused on the ‘viewers’ decision-making process', an area overlooked by previous studies on TV drama viewing, and analyzed the effects of drama genres, stars(actors, writers, etc.), and viewers’ talks on TV drama viewership ratings. Specifically, a hypothesis was established that viewers would prefer dramas of genres with high information processing fluency and dramas with high star power, and that viewers’ talks would moderate the effects of drama genres and star power on viewership ratings. An empirical analysis was conducted on 236 TV dramas aired from 2015 to April 2023. The findings show that family genre dramas, dramas in which star-actors and star-writers participated had a higher ratings. Furthermore, the findings demonstrate that the greater the viewers’ talks, the stronger the influence of dramas with star actors on viewership ratings. The results demonstrate that drama production factors with high information processing fluency and viewers' SNS value-sharing behavior act as important factors in decision-making regarding TV drama selections. The study fills the gap in existing drama research, and will provide important practical guidelines to practitioners as well as throw in research implications on the consumption of experience goods.

초록

본 연구에서 연구자는 ‘시청자들의 의사결정 과정’에 초점을 맞추어 드라마 장르, 출연진(스타 배우와 작가), 온라인 대화(talks) 등이 드라마 시청률에 미치는 영향을 분석했다. 2015년 연초부터 2023년 4월까지 방영된 236개의 TV 드라마를 대상으로 실증 분석한 결과, 가족 드라마와 스타 배우 출연, 스타 작가 집필 등의 드라마가 시청률이 높은 것으로 나타났다. 또한, 온라인 시청자 대화(talks)가 클수록 스타 배우가 출연한 드라마가 시청률에 미치는 긍정적인 영향은 강해지는 것으로 나타났다. 이러한 연구 결과는 친숙성이 큰 드라마 제작 및 시청자들의 온라인 가치공유 행위는 시청자들의 TV 드라마 선택 가능성을 높이는 중요한 요인이라 것을 의미한다. 본 연구는 K 드라마의 연구적 갭(gap)을 메우는 것으로서 경험재 소비에 관한 의미 있는 연구적 시사점을 던질 뿐만 아니라, K 드라마 전략에 관한 실무적, 정책적 지침을 제공할 것이다.


Keywords: TV drama, information processing fluency, genre, stars, viewership ratings
키워드: TV 드라마, 정보처리 능숙성, 장르, 스타, 시청률

Acknowledgments

This Research was supported by Duksung Women's University Research Grants 2023.


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∙ 저자 김경묵은 현재 덕성여자대학교 글로벌융합대학 경영학 전공 교수로 재직 중이며, 중앙노동위원회 공익위원으로 활동 중이다. 그는 연세대학교 경영대학에서 학사, 석사, 박사 학위를 취득하였고, 덕성여자대학교 총장 직무대리, 한국중소기업학회 회장, 한국신용평가(KIS) 평가팀장 등을 역임하였다. Research Policy 등의 학술지에 50여 편의 논문을 게재하였으며, 주요 연구 분야는 조직 간 협력, 지속가능경영, 창조/문화산업, 지배구조, 조직혁신 등이다.