중국 팬덤의 심리적 특성이 K-POP 아이돌 광고에 미치는 영향 연구

초록

In this study, we would like to select three psychological specialties such as identity, idolization, and euphoria on the psychological characteristics of fandom in the Chinese market that consume K-pop fandom culture to find out their impact on the advertising effect of idol models. K-pop popular idol groups BTS and EXO were selected as advertising models and surveyed 299 Chinese fans who entered their official fan clubs through online fan cafe and SNS. According to the study, five psychological characteristics, including star identification and group identification, self-efficacy and K-pop idol idolization included in idolization, and fandom activity happiness, had a positive effect on the advertising effect of K-pop idols. The fictional love feelings, idol friendliness, and daily happiness included in idolization did not affect the advertising effect. Second, the sense of star identity and the happiness of fandom activities based on product involvement had a relatively high impact on the advertising attitude of low-contained products rather than high-contained products. Star identification, group identification, self-efficacy, K-pop idol idolization, and a sense of happiness in fandom activities had a relatively higher impact on the intention of purchasing low-involvement products than high-involvement products. Idolization was found to have had a positive impact on advertising attitudes, with no difference in product involvement. The four psychological characteristics of star identification, self-efficacy, K-pop idol idolization, and happiness in fandom activities were found to have had a positive impact on brand attitudes without any difference in product involvement. Finally, the advertising attitude was shown to have had a positive effect on brand attitude without any difference in product involvement, but it had a relatively high impact on the intention of purchasing low-involvement products rather than high-involvement products. Brand attitudes had a relatively high impact on the intention of purchasing low-involvement products rather than high-involvement products.

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