KOREASCHOLAR

The term of culture industry was first presented by Adorno and Horkheimer. In the Culture Industry Theory, culture was explained as products of media (TV, Newspaper, Radio) and markets which were constantly adjusting consumption. And now the culture developed more industrialized in television dramas, movies, pop songs and their associated celebrities and their SNS, TV programs and fashion styles. The customer, especially Young Generation is involved in culture industry more widely, conveniently and closely, such as Web Series. The consumption of Web Series increased with multipliers especially the popular culture in Asia and Young Generation. Accompanied by developing rapidly, fierce competition happened in Web Series Industry. The purpose of this study is exploring what motivations drive Young Generation to Wen Series. This study will try to explore a measurement system of the equity of Web Series based on customer equity theory for estimating the future competitiveness and figure out what motivations drive customer’s perception of Web Series.

• Huanzhang Wang(Changwon National University, Republic of Korea)
• Honglei Liu(Dalian University of Foreign Languages, China)
• Kyung Hoon Kim(Changwon National University, Republic of Korea)