온라인 팬 소통 플랫폼 특성이 팬 결속 경험 및 소비 행동에 미치 는 영향: 유료 및 무료 이용자 비교

초록

This study examines how K-pop fan platform characteristics influence user bonding experiences and consumption behaviors, comparing paid and free users. Survey data from 207 platform users were analyzed using regression and binary logistic regression methods. Results show that platform characteristics affected bonding experiences differently by user type. For paid users (N=167), interactivity most strongly influenced perceived intimacy, fan engagement, and community identification, with system characteristics and content attributes also playing significant roles. For free users (N=40), only interactivity and system characteristics showed limited effects on bonding experiences. Regarding consumption behaviors, paid users' merchandise purchases were driven by system characteristics and content attributes, while concert participation was influenced by interactivity and content. Among free users, only system characteristics affected merchandise purchasing, with no significant effects on concert participation. Fan bonding experiences strongly predicted consumption behaviors. Platform community identification was the primary driver of merchandise purchases for paid users, while all three bonding dimensions influenced concert participation. For free users, fan engagement alone consistently affected both consumption types. Binary logistic regression revealed that interactivity was the sole significant predictor distinguishing paid from free users, with higher interactivity increasing paid subscription likelihood. These findings demonstrate that platform-experience-behavior relationships vary systematically by usage type, offering theoretical and practical implications for digital fan platform research.

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