중국 웹드라마의 흥행요인에 관한 실증연구A Study on Determinants of Chinese Web Drama Performance
- Authors
- 이하일; 양옥빈; 임성준
- Issue Date
- Dec-2020
- Publisher
- 강원대학교 경영경제연구소
- Keywords
- AiQiyi; Chinese Web Drama Industry; Web Content; Web Drama
- Citation
- 아태비즈니스연구, v.11, no.4, pp 83 - 101
- Pages
- 19
- Journal Title
- 아태비즈니스연구
- Volume
- 11
- Number
- 4
- Start Page
- 83
- End Page
- 101
- URI
- https://scholarworks.bwise.kr/cau/handle/2019.sw.cau/48509
- DOI
- 10.32599/apjb.11.4.202012.83
- ISSN
- 2233-5900
2384-3934
- Abstract
- Purpose - The purpose of this study is to identify the factors which affect the performance of Chinese web drama.
Design/methodology/approach - For empirical investigation, 163 web dramas which were listed in AiQiyi platform were used as the sample. It was hypothesized that number of explanatory variables drawn from previous research, including the power of producing company, and star power of actors and actresses, average length of an episode, genre of the drama, viewer ratings, existence of exclusive SNS account and the use of existing IP, would influence the performance of the drama measured by cumulative hit number. A hierarchical regression analysis is conducted to test hypotheses.
Findings - Results show that star power of actors and actresses, average length of an episode, viewer ratings and the use of IP indeed affect the performance of Chinese web drama.
Research implications or Originality - As the first empirical study of this kind, this study may help not only domestic but also global participants of fast growing Chinese web drama industry.
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