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http://dx.doi.org/10.14400/JDC.2022.20.1.369

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'

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)

Publication Information

Journal of Digital Convergence / v.20, no.1, 2022 , pp. 369-378 More about this Journal

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.

Keywords

Viewing Engagement; Characters' Aesthetic Elements; Chinese; Historical TV Series; Re-viewing IntentionRe-watching Intention;

Citations & Related Records

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