KOREASCHOLAR

Internet communication technology has encouraged social services and media industry to develop in various aspects. Web drama is one of them, which is characterized by mobility, immediacy, and personality, and provided with popular contents regardless of time or place. In addition, it includes various themes such as work, romance, thriller, zombie, and homosexuality.
This study aims to examine what web drama characteristics affect consumer behavior. Data was collected from university students in south korea. who are main viewers of web drama.
The respondents to this study consist of random sample respondents from college students in their 20s. A total of 200 samples were surveyed, and a voluntary participant. The data are analyzed by the SPSS 21.0.
Short running time, convenience, contents diversity, accessibility, review, and grade are defineded as characteristics of web drama. Acording to the analysis of data. Web drama characteristics have a positive impact on reuse intention. Consumer engagement mediates the relationship between web drama characteristics and reuse intention. PPL moderates the relationship between web drama characteristics and reuse intention.
The results of this study are expected to provide both the researchers and marketing practitioners with the framework to understand why and how web drama works on watching intention.

• Minho Kim(Changwon National University)
• Sejin Heo(Changwon National University)
• Junyeong Kim(Changwon National University)
• Changyong Lee(Changwon National University)
• Dohyeon Lee(Changwon National University)
• Mujin Kang(Changwon National University)
• Kyunghoon Kim(Changwon National, University)