• Journal of the Korea Convergence Society
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• v.13 no.1
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• pp.167-178
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• 2022

This study attempted to confirm the effect of the user's characteristics on perceived ease of use, perceived usefulness, willingness to pay, flow and addiction to OTT service platform iQIYI users. Researchers believe that as the number of OTT service users who are willing to pay increases, research on the influencing factors and the cause of addiction is needed. As a result of the study, first, it was found that perceived usefulness affects willingness to pay, second, use intention and willingness to pay affect flow, and third, willingness to pay and flow affect addiction. This study considered that it has theoretical and practical value in that the route to flow and addiction of OTT service users was set and tested with intention to use and pay. Researchers hope that the study will expand in terms of willingness to pay and use experience of OTT services in the future.

• The Journal of the Korea Contents Association
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• v.16 no.5
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• pp.137-147
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• 2016

The Online video content service developed into one of the most popular network service of internet and mobile users. The number of online video content distributors are rapidly increasing in China. But, at present, Online video content distributors in china has the following problems: severe similar content, copyright infringement issue and profit model absence. The purpose of this study is to analyze the development of these distributors, especially YoukuTudou and iQiyiPPS. This study also reviews the stage of development and current situation of online video content market in china.

• The Journal of the Korea Contents Association
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• v.14 no.6
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• pp.34-43
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• 2014

Young Chinese audience can select and watch TV dramas, movies and entertainment programs from many different nations, such as Korea, America, Japan, England, Thailand, India, and so on, through multiple channels, such as online video sites - iQiyi, Youku, LeTV, PPTV, and many others - which were induced by changes in media environment. Various genres of Korean popular culture have recently become popular in China, but this phenomenon differs from the early Korean Wave. During the earlier period (from 1997 to the early 2000s) of the Korean Wave, soap operas were popular among middle-aged women, but now various other genres, such as K-pop, entertainment programs, etc., are also popular in China. The purpose of this study is to explore how young Chinese audiences use foreign pop culture, including their preferred genres, reasons for preferring these genres, and the relationship between the preferred pop culture and national image in Korean, American, and Japanese pop culture were analyzed. According to the study results, similarities and differences between preferred genres and the reasons for preferring these genres, and also a close correlation between preferred pop culture and national image were found. These findings will be fundamental for supporting the continual development of the Korean Wave in China.