캐릭터 속성요인이 굿즈 구매의도에 미치는 영향: 팬덤 형성요인의 매개효과

초록

This study investigates the effects of character attribute factors on consumers’ purchase intention for character merchandise, assuming that fandom formation plays a critical role in the success of character intellectual property (IP). In addition, the mediating effects of fandom formation attributes in the relationship between character attributes and purchase intention were empirically examined. Character attributes were operationalized as originality, attractiveness, and familiarity, while fandom formation attributes consisted of emotional immersion, identity identification, voluntary participation, and sense of community. An online survey was conducted among consumers who reported having a favorite character, and a total of 243 valid responses were collected. The data were analyzed using SPSS 28 through factor analysis, reliability analysis, and multiple regression analysis. Mediation effects were further examined using PROCESS Macro (Model 4). The results indicate that familiarity and attractiveness among the character attribute factors have significant positive effects on purchase intention for character merchandise. Originality was found to positively influence identity identification, attractiveness had positive effects on emotional immersion and voluntary participation, and familiarity positively affected emotional immersion. Furthermore, emotional immersion, identity identification, and voluntary participation were found to have significant positive effects on purchase intention. In terms of mediation effects, identity identification showed a partial mediating effect, while emotional immersion and voluntary participation exhibited full mediating effects in the relationship between character attributes and purchase intention. These findings suggest that in character IP marketing, strategies that foster consumers’ emotional immersion and identity identification are more important than merely emphasizing the external attributes of characters. By empirically demonstrating the structural relationship between character-centered fandom formation mechanisms and character merchandise consumption behavior, this study provides practical implications for developing emotion-based fandom marketing strategies in the character IP industry.

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