원 소스 멀티 유즈(One Source Multi Use)가 캐릭터 선호도에 미치는 요인 분석

Abstract

The modern society has increasingly put emphasis on cultural contents due to development of various media and much cultural exchanges. Therefore, each country has been promoting its own policy of cultural promotion. A character, among them, is getting the spotlight as an important theme of cultural contents. A combination of character industry and culture can be considered as a content that creates emotional ties to the public and provides pleasure. Therefore, development of cultural contents of characters is deemed as a means of national promotion as well as a long-term global business. It is significantly important to seek vitalization of various businesses and contents industries by maximizing the concept of One Source Multi Use in characters. Recently, a domestic character market promotes the global strategy through various media, such as character goods, animation, online games, etc, using the strategy of One Source Multi Use. As a result, consumers have increased preference on characters and usefulness of goods and market share have been increased, which promotes vitalization of domestic/overseas character markets. This study attempted to identify a future direction of development of characters as well as a direction of creating characters by researching the effect of One Source Multi Use on the degree of a consumer’s character preference