Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The Influence of Characters' Aesthetic Elements on Viewing Engagement and Re-viewing Intention : Focusing on the Chinese historical TV series 'The Story of Yanxi Palace'

캐릭터의 미적요소가 시청 몰입도와 재시청 의도에 미치는 영향 : 중국 사극 드라마<연희공략(延禧攻略)>를 대상으로

  • Han, Ming (Dept. of Media Design, Hansung University) ;
  • Yun, Su-Mi (Dept. of Media Design, Hansung University) ;
  • Choi, Hye-Jin (Dept. of Media Design, Hansung University) ;
  • Kwon, Oh-Hyeok (Dept. of Beauty Design Management, Hansung University)
  • 한명 (한성대학교 일반대학원 미디어디자인학과) ;
  • 윤수미 (한성대학교 일반대학원 미디어디자인학과) ;
  • 최혜진 (한성대학교 일반대학원 미디어디자인학과) ;
  • 권오혁 (한성대학교 디자인대학 뷰티디자인매니지먼트학과)
  • Received : 2021.12.17
  • Accepted : 2022.01.20
  • Published : 2022.01.28
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Abstract

This study analyzed the effect of aesthetic elements of characters on viewing immersion and re-watching intentions in Chinese historical dramas. For the empirical study, frequency analysis, factor analysis, reliability analysis, correlation analysis, and regression analysis were performed using SPSS 23.0 based on the questionnaire of 330 Chinese who watched the historical drama . As a result of the study, it was found that the character aesthetic elements of Chinese historical dramas with hair and costumes had a positive effect on viewing immersion and re-watching intentions. In addition, it was found that viewing immersion had a mediating effect on the relationship between aesthetic factors and re-viewing intention. It is expected that continuous character creation can be expected through various aesthetic elements such as hair and clothes to increase the value of dramas in the future.

본 연구는 중국 사극 드라마에서 캐릭터의 미적요소가 시청 몰입도와 재시청 의도에 미치는 영향에 대해 분석하였다. 실증조사를 위해 사극 드라마 <연희공략(延禧攻略)>을 시청한 중국인 330명의 설문을 바탕으로 SPSS 23.0을 사용하여 빈도분석, 요인분석, 신뢰도분석, 상관관계분석 및 회귀분석을 실시하였다. 연구결과 헤어스타일, 의상이 적용된 중국 사극의 캐릭터 미적요소는 시청몰입도, 재시청 의도에 정(+)의 영향을 미치는 것으로 확인되었다. 또한 미적요소와 재시청 의도 간의 관계에서 시청 몰입도는 매개효과가 있는 것으로 나타났다. 향후 드라마의 가치를 높이기 위한 헤어, 의상을 비롯한 다양한 미적요소를 통해 지속적인 캐릭터 창출을 기대할 수 있을 것으로 사료된다.

Keywords

References

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