아이돌 팬덤의 심리적 특성이 제품 광고효과에 미치는 영향

초록

In this study, three psychological characteristics such as identification, idolization, and happiness were selected for the psychological characteristics of fandom, and the effect on the advertisement effect of idol models was investigated. Therefore, idol groups BTS and EXO were selected as experimental advertising models and an online survey was conducted on 202 domestic fans who joined the official fan club. The results of the study are as follows. First, five sub-psychological characteristics, such as group identification, idol friendliness, idolization, daily happiness, and fandom activity happiness, had a positive effect on the idol advertising effect. Second, as a result of grasping the effect of product involvement, there was no effect of product involvement in the same time, but product involvement in idolization and happiness influenced the brand attitude. In addition, the results of advertising attitudes, brand attitudes, and purchase intentions were different in high/low involvement products. Specifically, idolization has an effect on brand attitudes, and brand attitudes are relatively higher in low-involvement products than in high-involvement products. In addition, the sense of happiness influenced the brand attitude of idol advertisements, and the brand attitude was relatively higher in low-involvement products than in high-involvement products. Advertising attitudes influenced the brand attitudes of idol advertisements, and brand attitudes were relatively higher in low-involvement products than in high-involvement products. In addition, the advertisement attitude and brand attitude had an effect on the purchase intention of idol advertisements, and the purchase intention was relatively higher in high-involvement products than in low-involvement products.

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