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방탄소년단의 스타 속성이 스타와 팬 커뮤니티에 미치는 영향

Boy Band BTS’s Star Attributes and Their Influences on Star and Fan Community

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참고문헌

키워드

주제분류경영학

초록

본 연구는 방탄소년단의 스타 속성을이 팬의 스타 동일시와 팬 커뮤니티 동일시, 팬 커뮤니티 태도와 참여에 미치는 영향을 분석하기 위한 것이다. 스타 속성은 스타 보증 이론을 바탕으로 신뢰성, 전문성, 외적과 예능적 매력성의 4가지로 측정되었으며, 동일시 이론과 동일시 전이 이론을 적용하여 스타 동일시는 개인적 동일시, 팬 커뮤니티 동일시는 사회적 동일시로 측정되었다. 본 연구의 목적을 달성하기 위하여 방탄소년단 팬 커뮤니티인 아미 회원 989명을 대상으로 온라인 조사가 실시되었다. 분석 결과, 스타 속성의 하위 차원 중 신뢰성, 전문성, 예능적 매력성은 스타 동일시에 통계적으로 유의한 정(+)의 영향을 미치는 것으로 나타났고, 팬 커뮤니티 동일시에는 모두 유의하지 않는 것으로 나타났다. 또한, 스타 동일시는 팬 커뮤니티 동일시, 그리고 팬 커뮤니티 동일시는 팬 커뮤니티 태도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 그리고 팬 커뮤니티 태도는 팬 커뮤니티 참여에 유의한 정(+)의 영향을 미치는 것으로 분석되었다. 본 연구의 결과는 K-pop 스타인 가수 아이돌 그룹의 스타 속성을 이용한 스타 마케팅 전략의 방향을 제시해주었다는 점에서 의의가 있다.

Abstract

The development of Internet technology and the emergence of social networking have caused the influence of star on public attitude and behavior formation in the entertainment industry to be more than influence of mass media. In this perspective, this study investigates the relationships between star’ attributes (trustworthiness, professionalism, physical and artistic attractiveness), star and fan community identification, fan community attitude, and fan community participation. We collected the data from 989 Boy Band BTS fans. The findings can be summarized as follows: First, the findings show that trustworthiness, expertness, and artistic attractiveness among star attributes positively influence star identification, but physical attractiveness did not. Second, the star attributes do not positively influence fan community identification. Third, star identification affects fan community identification. Fourth, star identification does not influence fan community attitude but fan community identification positively influences fan community attitude. Finally, fan community attitude positively influences fan community participation. The results of this study show that star agency needs to identify what star attributes are and to engage in a star endorsement effect strategy and star marketing efforts to attract fans' empathy. At the end of the paper, managerial implications and limitations were suggested.

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