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Research on the Competitions among Video Platforms in China : Focusing on Viewing Motivation of Korean Visual Contents
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중국의 TV와 온라인 동영상 사이트 간 경쟁에 관한 연구 : 한국 영상 콘텐츠 이용 동기 요인을 중심으로

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Type
Academic journal
Author
Lin Cao (이화여자대학교) Sae Kyung Yu (이화여자대학교)
Journal
Korean Association For Communication & Information Studies Korean Journal of Communication & Information Wn.87 KCI Accredited Journals
Published
2018.2
Pages
213 - 242 (30page)
DOI
10.46407/kjci.2018.02.87.213

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Research on the Competitions among Video Platforms in China : Focusing on Viewing Motivation of Korean Visual Contents
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With the promotion of Chinese Government’s triple play policy, China has ushered in a new multi-media environment, and video platforms providing Korean film and TV programs in China have also become more diversified. Recently, Chinese users have become more active in using online video platforms, especially when Chinese government has strengthened restrictions on the introduction of foreign film and TV programs. The purpose of this research is to explore the competitive relationship among the video platforms in China providing Korean film and television resources for Chinese audiences on the basis of viewing motivation. This paper divides the video platforms into 3 categories: TV, sizeable video portal site and small-scale user generated video site. Through factor analysis, it gets 4 factors for ‘Superiority of contents service’, ‘For social communication’, ‘Economic benefit’ and ‘Easy viewing’. On the level of utilizing resources, the online platforms precede TV, especially the ‘small-scale user generated video site’ show highest niche breadth value in the factors of ‘superiority of contents service’ and ‘social communication’, and are located in the competitive position. But because the ‘small-scale user generated video site’ introduce the Korean film and TV programs through illegal ways, it will become a stumbling block of cultural exchanges between China and South Korea in a long term, so currently, the most important problem is to legalized the video platforms in China providing Korean film and TV programs.
#이용 동기 #적소 이론 #경쟁 #TV #온라인 동영상 사이트 #viewing motivation #theory of niche #competition #on line video site

Contents

1. 문제제기
2. 중국 정부의 해외 프로그램 수입 규제 정책 강화와 새로운 온라인 플랫폼의 탄생
3. 이론적 배경
4. 연구문제
5. 연구방법
6. 분석결과
7. 결론 및 논의
8. 연구의 한계 및 제언
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UCI(KEPA) : I410-ECN-0101-2018-070-001769912