韓劇迷收看韓劇後對韓劇及韓國文化的認知及態度之研究

Investigating the Effect of Viewing Korean Drama on Fans' Awareness and Attitude toward Korean Drama and Culture

曾慧文(Hui-Wen Tseng)

指導教授 ： 謝明慧

國立臺灣大學/管理學院/國際企業學研究所/碩士(2007年)

https://doi.org/10.6342/NTU.2007.01526

摘要

本研究以‘韓劇迷社群’為對象，以深度訪談的方式，探討韓劇迷收看韓劇後對韓劇及韓國文化的認知和態度，並區分韓劇迷有無加入組織及是否為純韓劇迷等二種特質，觀察他們對韓劇及韓國文化的認知和態度深淺程度之異同。最後，更進一步的區分實體、虛擬和虛擬實體共存的韓劇迷，探討其認知程度和消費程度深淺的差異。
研究發現，有加入組織的韓劇迷在討論的層次和細節比無加入組織的韓劇迷來得深，故對韓劇的認知比較深；對韓國文化的認知方面，以有加入組織的純韓劇迷，對韓國文化的認知最深，由於非純韓劇迷比純韓劇迷更重視韓劇明星的資訊而非韓國文化的細節，故有加入組織的非純韓劇迷和無加入組織的韓劇迷一樣，對韓國文化認知較淺。另外，純實體社群的韓劇迷對韓劇及韓國文化的認知最淺，虛實共存社群的韓劇迷對韓劇及韓國文化的認知較深，此二種類型的消費程度低；而純虛擬社群的韓劇迷對韓劇及韓國文化的認知最深，消費程度也最深。

關鍵字

韓劇 ； 迷文化 ； 虛擬社群 ； 置入行銷 ； 認知和態度

並列摘要

This research has discussed Korean drama audience’s awareness and attitude toward Korean drama and Korean culture after their viewing activities by deep-interview with Korean drama fans which then identified the characteristics of join fans club(or not) and pure Korean fans(or not) that make them different in the level of awareness and attitude toward Korean drama and Korean culture. Finally, it identified the different level of awareness and consumption activity of the pure practical community, pure virtual community, and the mix of both.
It has found that Korean fans who had joined the club discussed more in detail than those who hadn’t, thus their awareness to Korean drama are deeper. As to the awareness of Korean culture, Korean fans who had joined the clubs had known the most. Due to impure Korean drama fans paid more attention to Korean star than pure Korean drama fans, the impure Korean drama fans who had joined clubs know Korean culture no more than those who hadn’t joined clubs. On the other hand, the pure practical community knew Korean drama and Korean culture the lest while the fans who exist in both virtual and practical community knew more. However, both types have low involvement of consumption activity. The pure virtual community knew Korean drama and Korean culture the most and who had the highest involvement in consumption activity.

並列關鍵字

Korean drama ； fan culture ； virtual community ； product placement ； awareness and attitude

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