Advisers

Dr. Mariju F. Galicha

Discipline

Humanities And Social Sciences

Abstract

The rise of English-language web fiction hosted on Chinese-operated platforms, such as Webnovel, transforms global reading behaviors. However, limited research examines how narrative design and reader engagement dynamics influence consumption and monetization among English-speaking audiences. This study addresses this gap by exploring the relationship between platform engagement and readers’ consumption behaviors, as well as identifying the narrative paradigms that shape their commercial decisions. Using a mixed-methods research design, this study gathers quantitative data from English-speaking readers through an online survey using purposive sampling of 380 participants. The qualitative phase analyzes five selected English web novels, namely My Vampire System, The Legendary Mechanic, Supreme Magus, Shadow Slave, and Re: Evolution Online, to identify narrative features that drive engagement. Results revealed that respondents exhibited a high level of engagement, particularly in sharing and recommending content, and strong consumption behaviors characterized by binge-reading and willingness to purchase premium chapters. Significant differences were observed across age groups, while engagement and consumption showed a positive correlation (r = .547, p < .001). Qualitative analysis highlighted progression-based narratives, cliffhanger pacing, and hybrid cultural storytelling as key drivers of binge behavior and monetization. The study contributed to understanding how narrative structure functioned as a behavioral and commercial mechanism in digital literature. A significant recommendation was the development of a Genre-Driven Engagement and Monetization Toolkit that integrated gamified storytelling, inclusive personalization, and participatory community features to enhance reader retention and platform sustainability.

Keywords

platform engagement, web fiction, binge-reading, narrative paradigms, reader behavior