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.