| 摘要: | In the mid of 1990s, Korean Culture Wave or Hallyu has made penetration in East Asian countries as China, Taiwan and Vietnam. Until today, viewers in those countries more and more enjoy Korean entertainment products especially Korean Television Dramas even though twenty-three years has gone. Vietnamese viewers do have a big interest in Korean fashion, make-up style, hair style, cosmetic, food, language, education, culture and also living style of a real Korean. Even following Korean entertainers has become a socio-cultural phenomenon in Vietnam. In recent years, more and more Vietnamese people are interested in Korean people. Obviously, Korea has become their desired destination to visit or study, or even to live. Considering the situation of Korean culture addiction in Vietnam, a researcher is interested in doing a research on the study of the influence of Korean Television Dramas on Vietnamese viewer’s motivation and behavior toward Korea. In order to conduct a deep result, the researcher collects the data from respondents of Vietnamese viewers of Korean Television Dramas who was living in Vietnam and pay more attention on three big cities including Ho Chi Minh City, Hanoi Capital and Da Nang City. In this research, researcher is going to use a web survey with 300 questionnaires sent to Vietnamese viewers with the purpose of finding out how the content of Korean Television Dramas can create interest as well as needs in Vietnamese viewers and their changing behavior after consuming Korean Television Dramas. All the data are analyzed by SPSS 18 with descriptive analysis, factor analysis and reliability check as well as ANOVA analysis and hypotheses testing with Simple Linear Regression. A total of 300 questionnaires were collected with 298 qualified questionnaires and 2 questionnaires were eliminated. The majority of respondents are female (63.2%), age from 21 to 25 (38.2%), in single (79.4%), education background in University (43%) and in Postgraduate (43%), in Students (54.1%), income lower or equal 200 USD (35.5%) and living in Hanoi Capital (42.2%). According to the result, the first conclusion is, there is a difference between “Male” and “Female” in term of seeking Korean TV dramas for learning foreign language, culture and update about fashion trend as well as have some knowledge about certain field; a difference between “Students – Officers – Housewives – Professionals” in term of seeking entertainment from Korean TV dramas; people come from different location will have a difference on gratification sought of social utility and different interpretation toward the content of Korean dramas; with different level of education, people also will have different interpretation toward the content of Korean dramas as well as the image of Korean society and its culture. For the second conclusion, it showed that Vietnamese viewer seeking entertainment from Korean dramas than to pass time or to escape from everyday life reality. And for the third conclusion, the results showed that all gratification sought of “Entertainment – Pass Time – Escape Relaxation – Information Learning – Social – Voyeurism” have a positive impact on Vietnamese viewer’s knowledge, belief and attitude toward Korean dramas and its culture and society. The fourth conclusion is the content of Korean dramas like interesting plot and characters, fashionable or trendy clothing, good-looking casts, beautiful settings, emotional soundtracks and professional actors are main factors that have the strongest impact on Vietnamese viewer’s perception toward Korean dramas and Korean culture. |
