메타버스를 통해 본 가상아이돌 시청에 관한 연구: 에스파(Aespa)를 중심으로
A Study on the Viewing of Virtual Idol Through Metaverse – Focusing on Aespa
0
조회
0
다운로드
3
인용
0
참고문헌
키워드
초록
디지털 신기술의 발전과 비대면 서비스의 확장은 K-POP과 융합하면서 메타버스 기반의 가상서비스가 본격적으로 제공되기 시작하였고, 그 중에서도 메타버스 속 가상아이돌이 주목을 받고 있다. 본연구에서는 이러한 가상아이돌 캐릭터의 특성이 시청몰입과 지속시청의도에 미치는 영향 관계를 실증분석하기 위해 대표적 가상아이돌인 ‘에스파(Aespa)’의 가상캐릭터를 중심으로 진행하였다. 이를 위해에스파를 시청한 경험이 있는 사용자를 대상으로 설문조사를 실시하여 수집된 총 221부의 설문조사 데이터를 SPSS 28.0과 SMART PLS 3.0을 사용하여 분석했다. 분석 결과 아이돌 가상캐릭터의 특성은기술성, 디자인, 매력성, 음악성 4가지로 확인되었으며, 이 중 기술성, 매력성과 음악성은 시청몰입에 영향을 미치며, 기술성은 지속시청의도에 영향을 미치는 것으로 나타났다. 본 연구 결과는 메타버스 기반의 가상아이돌 서비스의 성장과 확대를 위한 기초 자료로 활용될 수 있을 것이며, 또한 메타버스를 포함한 디지털 신기술과 융합의 새로운 문화산업 및 문화서비스를 개발하고 성장하는 전략 수립의 기초가 될 수 있을 것으로 기대한다.
Abstract
The advancement of digital technology and the expansion of non-face-to-face services have started to integrate with K-POP, leading to the full-scale provision of virtual services based on the metaverse. Among them, virtual idols in the metaverse are gaining attention. In this study, we focused on the virtual character of 'Aespa', a prominent virtual idol, to empirically analyze the relationship between the characteristics of virtual idol characters and viewing immersion and continuous viewing intention. To accomplish this, we conducted a survey aimed at users who have watched Aespa and analyzed a total of 221 survey responses using SPSS 26.0 and SMART PLS 3.0. The analysis revealed that the characteristics of virtual idol characters were confirmed to be technicality, design, attractiveness, and musicality. Among these factors, technicality, attractiveness, and musicality influence viewing immersion, while technicality also affects continuou viewing intention. The results of this study can serve as fundamental data for the growth and expansion of virtual idol services within the metaverse. Furthermore, it is expected to serve as a foundation for the development and expansion of new cultural industries and cultural services that integrate digital technologies, such as the metaverse, and for the creation of strategies.
참고문헌 (31)
- B-K. Lee, "The metaverse world and our future", Journal of Korean Contents Society, 19(1), pp.13~17 (2021)
- S-K. Shin, "A study on the convergence of metaverse technology and the entertainment industry in the era of the 4th Industrial Revolution", Animation Studies, 18(1), pp.64~82 (2022)
- S-H. Kim, "A study on metaverse recognition and acceptance in the entertainment field : Focusing on the case of aespa fandom", Journal of the Korean Entertainment Industry Association, 15(7), pp.1~15 (2021)
- "SM's new girl group ‘Aespa’ debuted with the single 'Black Mamba' on the 17th"[URL]
- J. Liu, "Virtual presence, real connections: Exploring the role of parasocial relationships in virtual idol fan community participation", Global Media and China, pp.20594364231222976~ (2023)
- Y. Yu, "Virtual idol marketing: Benefits, risks, and an integrated framework of the emerging marketing field", Heliyon, 9(11) (2023)
- I. Xue, "Digital technology and fashion features in the contents of Korean virtual idol groups", Journal of Fashion Business, 27(1), pp.110~125 (2023)
- Y-K. Lee, "A study on the type and current status of virtual singers using the metaverse", Journal of the Korean Entertainment Industry Association, 16(6), pp.107~121 (2022)
- N-H. Kim, "A study on the digital interactive content development process using virtual characters", Journal of Integrated Design Research, 7(1), pp.19~26 (2008)
- N-K. Kim, "A study on the worldview acceptance phenomenon of K-pop audiences: Focusing on the worldview case of the group Espa", Trans, 12, pp.173~222 (2022)
- S-H. Kim, "The impact of dancers' grit on online dance performance viewing immersion and viewing satisfaction", Korean Journal of Sports Science, 30(6), pp.703~714 (2021)
- S-H. Choi, "User immersion factors and intention to continue using and sharing K-POP metaverse content : Focusing on Chinese users", Broadcasting and Communication, 24(2), pp.37~75 (2023)
- R Kong, "Difference between virtual idols and traditional entertainment from technical perspectives", 2021 3rd International Conference on Economic Management and Cultural Industry, (ICEMCI 2021), pp.344~349 (2021)
- K-H. Han, "A study on the influencing factors of mobile game use intention considering game content characteristics and device factors", Information Systems Review, 7(2), pp.41~59 (2005)
- J-G. Yeom, "A study on the estimation of satisfaction distribution of game elements", Journal of the Korean Game Society, 8(3), pp.23~30
- D-Y. Kwak, "A study on the analysis of character design attribute factors and purchase intention of character products", Journal of Korean Design Culture, 16(3), pp.11~23 (2010)
- D-I. Choi, "A study on consumption trends based on character recognition and preference", Journal of the Korean Computer Game Society, 11, pp.142~148 (2007)
- U-H. Kim, "A study on the influence of information source attributes of advertising characters on character likability and advertising likability", Archives of Design Research, 20(4), pp.297~306 (2007)
- D-A. Lee, "The impact of virtual influencers' characteristics on brand attitude and purchase intention", Information Society and Media, 22(1), pp.55~79 (2021)
- A. Raviv, "Adolescent idolization of pop singers: Causes, expressions, and reliance", Journal of Youth and Adolescence, 25(5), pp.631~ (1996)
- S-M. Lee, "Analysis of the factors of idol idolization and the mediating effect of idol idolization on the intention to purchase idol advertising products : Focusing on women in their teens and 20s", Journal of the Korea Contents Association, 14(6), pp.328~338 (2014)
- J-Y. Lee, "Quantitative analysis study on idol characteristics", Cultural Industry Research, 22(1), pp.1~9 (2022)
- Y-W. Kwon, "The impact of perceived interactivity and social presence of TV programs on continued viewing intention: Analysis of the mediating effect of immersion focusing on <My Little Television>", Journal of Korean Broadcasting, 34(1), pp.29~69
- Y-F. Zuo, "A study on oneperson media Internet broadcast viewing and parasocial interaction - focusing on the interaction effect between parasocial interaction, content immersion, and viewer gender", Journal of Communication Design, 76, pp.19~38 (2021)
- S-H. Ahn, "The impact of TV Chosun and JTBC's viewing motivation and parent brand equity evaluation on the channel's continued viewing intention", Broadcasting and Communication Research, 94, pp.9~36 (2016)
- I-W Kim, "The effect of emotional response factors of digital archive exhibition hall visitors on exhibition performance through immersion and satisfaction", Journal of Digital Industrial Information Society, 12(3), pp.181~204 (2006)
- J-Y. Lee, "The impact of beauty YouTubers' demographic characteristics and motivation for channel subscription use on attitude, continued viewing intention, and word-of-mouth intention", Cultural Economics Research, 24(1), pp.79~112 (2021)
- S-Y. Hwang, "Research on factors affecting viewing choices: Focusing on integrated analysis of structural factors, viewer characteristics, and program quality evaluation", Journal of Korean Broadcasting, 19(4), pp.644~689 (2005)
- J C. Nunnally, "Psychometric Theory" (1994), McGraw-Hill
- J. Henseler, "A new criterion for assessing discriminant validity in variance-based structural equation modeling", Journal of the academy of marketing science, 43, pp.115~135
- D-Y. Jo, "The influence of virtual influencer characteristics on purchase intention : Focusing on the uncanny valley theory", Korean Journal of Advertising and Public Relations, 24(3), pp.135~169