한중 K-pop 팬덤 문화연구 -K-pop 음반의 구매 동기를 중심으로-
K-pop Fandom Culture Between Korea and China -Focus on K-pop Album Purchase Motivation-
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초록
연구 목적: 이 연구의 목적은 K-pop 팬덤의 음반 구매 동기가 구매 의도에 미치는 영향을 검증하여 한국과 중국 K-pop 팬덤의 문화적 차이를 탐색하는 것이다. 연구 방법: 한국과 중국에서 각각 160개의 20대 K-pop 팬덤의 데이터를 수집했으며, SPSS 26.0을 통해 빈도 분석 및 탐색적요인 분석을 실시하고 SmartPLS 4.0을 통해 경로 분석 및 다중집단분석을 실시하였다. 연구 내용: 이 연구는 자아개념, 자아 존중감, 지각적 상호작용 및 지각적 가치가 구매 의도에 미치는 영향을 검증하였다. 또한, 한국과 중국의 K-pop 팬덤의 음반 구매실태와 동기 간의 차이를 분석하였다. 결론 및 제언: 경로 분석 결과, 4가지 동기요인 모두 K-pop 팬덤의 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 구매 동기에서 한국 팬덤은 자아 존중감과 지각된 가치에 더 중시하고 중국 팬덤은 자아개념과 지각된 상호작용에 더 중시한다. 연구 결과에 따르면 한국과 중국 팬덤 간의 문화적 차이를 이해하고 관련 업계에 실무적인 시사점을 제공하는 데 도움이 된다.
Abstract
The purpose of this study is to explore the cultural differences between Korean and Chinese K-pop fandom by examining the effects of K-pop fandom’s motivation to purchase albums on purchase intention. Data were collected from 160 K-pop fandom aged 20-29 years old in Korea and China respectively. SPSS 26.0 was used for frequency analysis exploratory factor analysis, and SmartPLS 4.0 was used for path analysis and multi-group analysis. This study examined the effects of self-identification, self-esteem, perceived interaction, and perceived value on purchase intention. Moreover, the study also conducted a comparative analysis of Korean and Chinese K-pop fandom in album purchase situations and motivations. Path analysis results showed that all four motivational factors positively influenced fandom's purchase intention. Regarding purchase motivation, Korean fandom focuses more on self-esteem and perceived value, while Chinese fandom focuses more on self-identification and perceived interaction. Based on the findings, contributes to the understanding of the cultural differences between Korean and Chinese fandom and provides insights for the related industries in a practical sense.
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