韓動我心，追劇行為休閒效益之相關研究－以韓劇涉入程度為干擾變數

Touch Korean, A study of the Relationship among Binge-watching Motivation and Leisure benefits-the disturbance variable of Adore Korean

鄧肖琳(Hsiao-Lin Teng) ； 郭嘉臻(Chia-Chen Kuo) ； 謝宜芳(Yi-Fang Hsieh)

《台北海洋科技大學學報》 12卷1期 (2021/03) Pp. 51-70

摘要

現今人們常因各式壓力造成生理及心理的負擔，而紓解壓力與找尋發洩出口的方式多元。其中，以「追劇」這項休閒娛樂活動來紓解壓力以獲得滿足感，甚已成為流行及話題。儘管追劇行為在媒體的討論度高，但在學術上的研究卻相當有限，或探討上網工具及追劇的媒介選擇來研究追劇動機及行為現象，或針對閱聽人追劇的情境脈絡，或探討追劇行為對於社交產生的影響，或探討置入性行銷。本研究以曾經觀看過韓劇的閱聽者為研究對象，探討從眾行為、追劇動機、心流體驗、休閒效益之間的關係，進一步探討個人的哈韓涉入程度是否會干擾心流體驗影響休閒效益的過程。本研究有效問卷總計回收264份。研究結果顯示:（1）個人的從眾行為會正向顯著影響追劇動機；（2）個人的追劇動機會正向顯著影響心流體驗；（3）心流體驗會正向顯著影響休閒效益；（4）個人的追劇動機會正向顯著影響休閒效益；（5）追劇動機影響休閒效益的過程中，心流體驗會在這兩個變項間造成部份中介；（6）韓劇涉入程度在心流體驗與休閒效益之間具有干擾效果。

關鍵字

從眾行為 ； 追劇動機 ； 心流體驗 ； 休閒效益 ； 產品涉入

並列摘要

Nowadays, people often have physical and psychological burdens caused by various types of stress, and there are many ways to relieve stress. Among them, the leisure and entertainment activity of ＂binge-watching＂ to relieve stress and acquire satisfaction has become a popular topic. Although ＂binge-watching＂ is highly discussed in the media, its academic research is quite limited, such as including the study of motivation and behavior of drama through exploration of Internet tools and the choice of drama, the scenario context where the audience pursuit, and the social impact of binge-watching, and embedded marketing. This study intends to take the audiences who have watched Korean dramas as the research object, and explore the relationship between conformity behavior, drama motivation, flow experience, and leisure benefits, and further explore whether the degree of personal involvement of Korean maniac will interfere with the flow experience processes that affect leisure benefits. A total of 264 valid questionnaires were collected. The results of the study show that: (1) the individual's conformity behavior will significantly affect motivation of binge-watching positively; (2) the individual's binge-watching will significantly affect the flow experience; (3) the flow experience will significantly affect the leisure benefits ; (4) the individual's motivation of binge-watching positively affects leisure benefits significantly; (5) in the process of drama-playing motive affecting leisure benefits, the flow experience will cause some intermediary between these two variables; (6) the degree of Korean manic has an interfering effect between flow experience and leisure benefits, and this study supports these assumptions.

並列關鍵字

Conformity Behavior ； Drama Motivation ； Flow Experience ； Leisure Benefits ； Product Involvement

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