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This study defined the Creators who produce video contents related to Korean Wave in the form of one-person media and takes an influential role in China as the ‘Korean Wave(Hallyu) Wanghong Media’. This study aimed at examining the effects of viewing motivation and behavior on satisfaction and cultural acceptance. The survey was conducted on 240 respondents who have watched the contents on China’s Bilibili video site. As a result, among five different motivations, the higher the level of ‘cultural curiosity’, ‘entertainment’, and ‘empathy’, the higher the satisfaction. Examining the effect of viewing behavior on satisfaction, ‘frequency’, the act of ‘sharing’ and ‘participating’ had positive effects. Furthermore, ‘cultural curiosity’ and ‘satisfaction’ were the factors of positive influence on cultural acceptance. The results of this study can enhance the understanding of Korean Wave Wanghong Media and further contribute to continuous development. ■ keyword :∣Personal Media∣Wanghong∣Viewing Motivation∣Viewing Satisfaction∣Korean Wave∣Cultural Acceptance∣  : 2020 02 19  : 2020 04 06  : 2020 04 10  : , e-mail : hyeeunlee77@ewha.ac.kr  '20 Vol. 20 No. 5 106

Examining the Korean Wave Wanghong Media of China - Based on Viewing Satisfaction and Cultural Acceptance