컬래버레이션이 영화 관람 의도에 미치는 영향 -다니엘의 「인어공주」 OST 사례에서 팬덤의 매개효과-

초록

This paper examines how watching the OST music video by K-pop idol Danielle, who performed the Korean version of “Part of Your World” for Disney’s The Little Mermaid, influences viewers to watch the movie itself. It also analyses the impact of collaborative content on audiences’ intentions to view the film. In particular, the study identifies the mediating role of fandom in this process. A quantitative research methodology was used, with data collected through a survey. The survey examined viewers’ perceptions and reactions to Danielle’s The Little Mermaid Original Soundtrack and whether it influenced them to watch the movie. The collected data was analysed using regression analysis to assess the impact of collaborative content on movie viewing intentions. The results indicate that Danielle’s soundtrack significantly influences the intent to watch the movie, underscoring the importance of collaboration content in generating audience interest. Notably, the findings show that audience engagement increases with the mediating effect of fandom, which plays a crucial role in amplifying the influence of collaborative content to attract a larger audience. This study confirms that collaborations between K-pop idols and films positively affect movie viewing intentions and overall movie consumption, offering valuable insights for future collaboration strategies across entertainment industries.

키워드