[논문]팬덤 동기에 따른 BTS 굿즈 가치와 협업 브랜드 선호도 연구: BTS 팬클럽 ARMY를 대상으로

이민주; 유지원; 고은주

doi:10.12940/jfb.2021.25.1.165

팬덤 동기에 따른 BTS 굿즈 가치와 협업 브랜드 선호도 연구: BTS 팬클럽 ARMY를 대상으로
A Study on the BTS Goods Values and Collaboration Brand Preference According to Fandom Type: Focusing on BTS Fan-club 'ARMY' 원문보기

패션비즈니스 = Fashion business, v.25 no.1, 2021년, pp.165 - 178

이민주 (연세대학교, 의류환경학과) , 유지원 (연세대학교, 의류환경학과) , 고은주 (연세대학교, 의류환경학과)

Abstract ▼ AI-Helper

With rise in economic activity of fandoms, fashion brands often collaborate with K-pop stars such as BTS to enhance brand preference and sales. This study analyzes why people engage in fandom activity and its effects on collaboration fashion brand preference by focusing on 'BTS' and fandom 'Army'. This study aims to provide information to establish marketing strategies by identifying the influence of fandom culture related to the Korean Wave and the fashion industry, and empirically analyzing factors affecting active customer formation for long-term growth. The data were collected from BTS fan club 'Army' and a total data sets were analyzed using SPSS25.0 statistics program. The findings of this research were as following. Frist, BTS fandom motivation were identified as Need for Approval, Communication Need, Professionalism Need, Need to Belong, Consumption Need and the BTS fan groups were categorized into 3 groups. Third, comparing BTS goods values and collaboration brand preference an excess in each group was revealed. This study is significant because it provides essential data for the marketing strategy of fandom market by comparing marketing effects of BTS with the characteristics of fandom consumers and identifying the different desires of each group. As a result of this research, it can be seen that BTS an influential leading brand, has been adopted, and the research direction of empirical analysis has been presented. In practice companies can select specific fandom targets by using the sub-levels of fandom types that have become clear and implement marketing strategies of the fandom market.

주제어

표/그림 (6)

표 Table 1. Instrument
표 Table 2. Factor Analysis of Fandom Motivation
표 Table 3. Factor Analysis of Values of BTS Goods
표 Table 4. Results of Cluster Analysis based on Fandom Motivation
표 Table 5. Differences of Values of BTS Goods
표 Table 6. Differences of Collaboration Brand Preferences

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