| With the development and popularization of the Internet, the way people obtain information is no longer confined to traditional media; the Internet has won the majority of people for its being quick and convenient. Video websites,which emerge at the right moment, compete fiercely for video users, and they choose to introduce overseas drama series as a strategy to optimize their own site content. It is said that the cost per year for video websites to introduce overseas drama series occupies the highest proportion in the cost of all their content.However, such a strategy can only play a role in attracting video users, but not ultimately retaining customers; and the phenomenon of overseas drama series being abandoned occurs frequently, which makes the video websites suffer huge economic losses. Therefore, it makes certain commercial sense for video websites to explore the reasons for abandoning overseas drama series.Based on the objective fact that drama series abandonment occurs frequently,this research analyzes the factors that may have influence on overseas drama series abandonment rate of Chinese online audience, and we made an empirical research to explore the impact of drama series characteristics, cultural distance,online reviews, and the possible interaction between variables on overseas drama series average and premiere abandonment rate mainly using multiple regression analysis.Through the empirical test, we found that there was common influencing factor as well as differences between the overseas drama series average and premiere abandonment rate. Moreover the same is that sequels will have an impact both on the above two indicators; and the differences are that the average abandonment rate is mainly affected by country of origin and their own types of the overseas drama series, while the influencing factors of premiere abandonment rate mainly focus on director power, online reviews and other external factors.Cultural distance is an important factor that will affect the overseas drama series average abandonment rate, and the interaction between country of origin and type also will have an effect on the average abandonment rate. In addition,compared with non-sequel overseas drama series, the premiere abandonment rate of sequels is higher; and the interaction between sequels and online reviews has a significant influence on the premiere abandonment rate, more specifically, active online comments can weaken the impact of sequels on the overseas drama series premiere abandonment rate, while negative online reviews will further facilitate this process.Finally, according to the empirical results, this research on the one hand put forward some reasonable suggestions for video website to purchase drama series as well as make adjustments to enhance its profitability; on the other hand made some recommendations for drama series producers to make episodes. |
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