팬 ‐ 케이팝(K­pop) 아티스트 소통 특화 서비스 UX 디자인 가이드라인

Abstract

Background : The K-pop idol industry, which began in the 90s, is growing explosively through the third generation with fandom. Communication with fandom is considered a strategic marketing tool for the K-pop industry, and communication, which was previously one-way, became interactive with the development of social media platforms, satisfying some of the fandom's communication needs and allowing artists to get direct feedback from fans. However, while the relationship between artists and fans has been studied steadily, research on the user experience(UX) of fan-artist private messaging services, which have grown rapidly in the market, is insufficient. Methods : Prior to the user survey, we reviewed literature related to K-pop idol fandom and one-to-many communication, and analyzed two representative services. After that, focus group interviews were conducted by recruiting users who was subscribing to the services, users who canceled their subscriptions, and users who use both services. Lastly, we propose UX guidelines based on the results of an affinity diagram using interview data. Results : As a result of user survey data analysis, we propose three types of UX guidelines. First, since it was found that guaranteeing usability is an important factor in fan-artist private messaging services, guidelines about usability were derived. In addition, we found that communication satisfaction was affected by artists' speech that makes the services feel like one-to-one communication and stress from using messengers, and we devised guidelines about communication. Finally, it was confirmed that constraints and rewards according to subscription period, scarcity of contents, and communicative competency of subscription artists influenced satisfaction and continuous subscription intention, thus guidelines for satisfaction and continuous subscription intention were presented. Conclusions : It is believed that the UX analysis and guidelines presented in this study can contribute to the development of private messaging services in the K-pop industry as well as research in related fields. In addition, it was found that communicative competency and characteristics of k-pop artists have a great influence on the fan users’ UX, suggesting the need for future research on the guidelines of artist version.