This exploratory study explores the predictive power of lifestyle orientations, evaluation of narrative strategies, gratification-soughts from viewing of imported TV dramas, and demographics on viewing preference and viewing frequency of American and Korean TV dramas among Chinese young adults. Data were gathered using a snowballing method by releasing an online questionnaire in online forums and sending via email. 470 questionnaires were collected and 455 were used in analyses.
Among them, 70.1% preferred American TV dramas, and 29.9% preferred Korean ones. Exploratory factor analyses identified six lifestyles out of eight VALS types in urban China and four gratification-soughts from viewing of imported TV dramas. Evaluation of narrative strategies of imported TV dramas emerged in exploratory factor analysis is also used as a predictor. The findings show that evaluation of narrative strategies and demographics are strong predictors for viewing preference and frequency of American and Korean TV dramas. Although relatively weak, gratification-soughts also played an important role in explaining the viewing preference and frequency. VALS is not a significant predictor, but show its predictive power in predicting evaluation of narrative strategies and gratification-soughts, when combined with demographics.