팬덤 플랫폼 이용동기가 이용자의 만족도와 지속이용의도에 미치는 영향 - 아티스트 진정성의 조절효과를 중심으로 -

초록

This study aims to clarify the relationship between fandom platform usage motivation and user satisfaction and continuous usage intention based on uses and gratifications theory, and to analyze the moderating effect of artist authenticity. The results of the study showed that information seeking, entertainment seeking, product purchase, intimacy, voyeurism, and interaction usage motivations had significant positive effects on user satisfaction. In addition, it was confirmed that FoMO, voyeurism, information seeking, star identification, intimacy, entertainment seeking, and product purchase usage motivations had significant positive effects on platform continuous usage intention. Furthermore, this study verified that artist authenticity had a significant negative moderating effect on the positive relationship between fandom platform usage motivation and satisfaction and continuous usage intention. This means that artist authenticity is an important factor preceding usage motivation, as the level of artist authenticity increases, the positive influence of the corresponding usage motivation weakens. The results of this study are expected to provide meaningful implications for not only future academic research on fandom platforms, but also for platform development and optimization within the fandom industry.

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