중국 소비자의 한국 드라마 평가와 이동성에 영향을 주는 내러티브 매력성과 이상자아준거의 요인에 관한 연구

China is the birthplace of the term 'Korean wave' and it is still there where the Korean wave is always met with the most enthusiastic welcomes. Ironically, however, China is also the country where anti-Korean wave was first born and started boiling most furiously. It may therefore be most significant to study the contents of Korean wave with Chinese consumers as subjects in order to account for the Korean wave sprouting out in other countries. By reviewing the preceding studies, the narrative attractiveness which viewers could feel from the fantastic storytelling of Korean soap operas, and the ideal self-reference perceived at character’s capability and social responsibility fantasy is suggested as a research variable in this study. Moreover, transportation of Chinese consumers to Korean soap operas and Chinese consumers’ evaluation of Korean soap operas are taken as a dependent variable. The results of this study are as followings. First, ideal self-reference affects narrative attractiveness positively, and physical representation’s vividness as well as story fluency have also positive influence upon narrative attractiveness. Second, character’s capability and social responsibility fantasy exercise a positive impact upon ideal self-reference which, in turn, affects transportation positively. Last, narrative attractiveness and transportation have positive influence upon Chinese consumers’ evaluation of Korean soap operas. The managerial implications of this study could be outlined as follows by the results. First, in order for Korean soap operas to do well continuously in the Chinese market, efforts should be made to manage the viewers' ideal-self to gain vicarious satisfaction through the characters of the soap operas so that their demand for fantasy could be met; and Second, persons in charge should strive to promote narrative attractiveness of soap operas by making physical representation more vivid in them and their story appreciated more easily.