아이돌 유료 소통 서비스를 통한 관계 몰입이 만족도와 충성도에 미치는 영향: 한·중 차이를 중심으로

초록

Recently, the idol paid communication service has become a hot topic in the entertainment industry, in that communication plays an important role in forming and maintaining the relationship between fans and idols. Although the idol paid communication service and its related industries are rapidly growing, research on this services is still insufficient. Therefore, in this study, an online survey based empirical analysis was conducted to identify the influence of the paid idol communication service on users’ relationship Immersion, service satisfaction, and loyalty. Analysis results show that characteristics of the idol paid communication services were consisting of four categories such as entertainment, information, interactivity, and ease of use. It was found that the four characteristics had a positive effect on relationship Immersion at emotional and continuous level, and entertainment, information, and ease of use had a positive effect on satisfaction. We believe that our research results can be applied not only for growth of the idol paid communication service, but also for fandom marketing research for K-Pop service.

키워드