[논문]Development of the Online Activity Index of K-pop Fans

Kwak, Young-Sik; Hong, Jae-Won; Nam, Yoon-Jung; Han, Kang-Il; Kim, Mi-Hee; Na, Byeong-Min; Wang, Xue; Song, He-Feng

doi:10.9708/jksci.2021.26.09.201

Development of the Online Activity Index of K-pop Fans 원문보기

韓國컴퓨터情報學會論文誌 = Journal of the Korea Society of Computer and Information, v.26 no.9, 2021년, pp.201 - 212

Kwak, Young-Sik (Dept. of Business, Gyeongsang National University) , Hong, Jae-Won (Dept. of Global Trade, Gyeongsang National University) , Nam, Yoon-Jung (Vino Consulting) , Han, Kang-Il (Dept. of International Education, University of International Business and Economics) , Kim, Mi-Hee (Industry-University Cooperation Foundation, Mokwon University) , Na, Byeong-Min (Dept. of Business, Gyeongsang National University) , Wang, Xue (Dept. of Business, Gyeongsang National University) , Song, He-Feng (Dept. of Business, Gyeongsang National University)

초록
AI-Helper

본 연구는 K-pop 팬들의 온라인 활동 내용과 활동의 정도를 실증적으로 측정하는 것을 목적으로 한다. 연구목적 달성을 위해 먼저 K-pop 아티스트에 대한 팬 애착도에 영향을 주는 주요 온라인 활동들을 탐색하였으며, 나아가 해당 온라인 활동들의 상대적 중요성을 도출하였다. 이를 통해 궁극적으로 K-pop 팬 온라인 활동지수(KOAI: K-pop fans' Online Activity Index)를 개발하였고 개별 응답자들의 KOAI를 실증적으로 측정하였다. 연구결과 K-pop 팬 온라인 활동지수(KOAI)는 팬클럽 가입 여부, V live+ 유료시청 여부, 아티스트 관련 VOD 시청 여부, 팬클럽에 글을 쓰는 정도, 아티스트의 가치를 높이기 위해 관련 유튜브를 보는 정도 등 K-pop 팬들의 다섯 가지 온라인 활동으로 구성됨을 알 수 있었다. 본 연구는 K-pop 마케터로 하여금 팬 반응을 얻기 위한 다양한 온라인 활동에 마케팅 자원을 보다 효율적이고 효과적으로 배분할 수 있는 기준을 제공함으로써 마케팅 성과를 높이게 하였다는 데 실무적 의의가 있다. 또한 K-pop 팬들의 온라인 행동을 이해하기 위한 학문적 지식 축적에 기여가 있다.

Abstract ▼ AI-Helper

This study aims to empirically measure K-pop fans' content and the extent of online activities. To achieve the purpose of the study, the researchers identify the statistically significant online activities that determine the intensity of fan attachment toward K-pop artists. Further, the research confirms the relative importance of various meaningful online activities. Consequently, we can develop the K-pop Online Activity Index (KOAI) model and apply it to this index model empirically for each respondent. We found that the model consists of five online activities of K-pop fans: whether joining the fan club or not, whether paying per view V live+ or not, whether watching VODs associated with artists or not, the degree of fan club writing, the degree of watching a lot on YouTube to improve the value of my artists. This study has practical significance in that it allows K-pop marketers to improve their marketing performance by providing content that will enable them to more efficiently and effectively allocate marketing resources to various online activities to get fan responses. It allows accumulating academic knowledge to understand the behavior in the field of online behavior for K-pop fans.

주제어

표/그림 (9)

표 Table 1. summary of Previous Fan Research
표 Table 2. Differentiate between Fan Research Targets and Consumer Behavior among Literature
표 Table 3. K-pop Fans' Activity Categories by Hong et al. [40]
표 Table 4. K-pop Fans' Activity Categories
표 Table 5. The Demographic Characteristics of the Sample
표 Table 6. Cronbach's Alpha of Dependent Variable
표 Table 7. The Result of Regression Analysis
그림 Fig. 1. Histogram of Fan's Online Activity Index
표 Table 8. Result of Kolmogorov-Smirnov Test for Fan's Online Activity Index

AI 본문요약
AI-Helper

문제 정의

Depending on where we put our research target, fan's online activities are all different. Therefore, this study focused on singers limited to Korea and limited research to the K-pop idol field. Through this process, marketers can identify significant online activities of K-pop fans, providing marketers with the essential data to execute marketing resources to stimulate fans effectively.

대상 데이터

Therefore, the scope of the study is limited to the male boy group only. In this study, BTS, EXO, Shainee, and Daniel Kang were selected as the research target.

데이터처리

According to the empirical analysis, the variables that can trace K-pop online activity are ‘whether to join the fan club’, ‘whether paying per view V live+ or not’, ‘whether watching VODs associated with artists’, ‘the degree to fan club writing monthly’, ‘the degree to watching a lot on YouTube to improve the value of my artists yearly'. Also this study provided the degree of impact of this activity on fan attachment through a standardized regression coefficient.

성능/효과

According to the empirical analysis, the variables that can trace K-pop online activity are ‘whether to join the fan club’, ‘whether paying per view V live+ or not’, ‘whether watching VODs associated with artists’, ‘the degree to fan club writing monthly’, ‘the degree to watching a lot on YouTube to improve the value of my artists yearly'
Although the research on fan and fandom has been explored widely and long-term period at sports, movies, and singers, the studies on behavioral online activity of K-pop fans academically are relatively rare. This study aims to fill the gap empirically by measuring online activities of K-pop artist fans which is blank in the academic field.
Fourth, while this study is ongoing, K-pop fans' online experiences change because of the global pandemic
In addition, it was found that they should actively promote ‘joining fan club’ and ‘consumption of online content VOD such as V live’ which are relatively important for fan
Therefore, this study will provide the opportunity to accumulate academic knowledge to understand the behavior of online activity for K-pop fans which is relatively less academically invested. In addition, this study is significant because it fills in the relatively rare field of empirical research on online activities of k-pop fans.
In other words, especially in a situation where research on fan activity targeting singers is lacking, this study's identification of k-pop fan activity, classification of activity types, and indexing are essential contributions to the study of k-pop consumer behavior
In addition, it was found that they should actively promote ‘joining fan club’ and ‘consumption of online content VOD such as V live’ which are relatively important for fan. In particular, only 14.6% of the sample showed extreme online activity. This shows that among fans specially very active fan should be highly individualized, segmented and managed by the marketers.
In practice, it was basic data by providing the marketers with the meaningful contents of K-pop fans' online activities, the marketers can carry out marketing activities that can effectively distribute the marketing resources and obtain the most optimal fan response
In practice, it was basic data by providing the marketers with the meaningful contents of K-pop fans' online activities, the marketers can carry out marketing activities that can effectively distribute the marketing resources and obtain the most optimal fan response. In this study, it was found that marketers should stimulate the five online activities. In addition, it was found that they should actively promote ‘joining fan club’ and ‘consumption of online content VOD such as V live’ which are relatively important for fan.
We should avoid generalized interpretation. Second, the activity of very few fans overpowered other fans. In-depth activity studies should be conducted for these heavy users only.
Specifically, first the researchers want to identify statistically significant online activities that determine the strength of fan attachment towards K-pop artists. Second, we want to identify the relative importance of the various online activities that determine fan attachment. Third, the strength and degree of online activity of K-pop fans were measured using the significant online activities and relative importance of fans activities identified in the first and second steps.
Second, we want to identify the relative importance of the various online activities that determine fan attachment. Third, the strength and degree of online activity of K-pop fans were measured using the significant online activities and relative importance of fans activities identified in the first and second steps. This is defined as K-pop Fan’s Online Activity Index.
First is the limitation of the research's scope. This research was conducted only on the space of Korea among the global phenomenon called K-Pop. It is also the result of empirical analysis based on the convenience sample.
It is also the result of empirical analysis based on the convenience sample. We should avoid generalized interpretation. Second, the activity of very few fans overpowered other fans.

후속연구

From a practical point of view, this study contributes to providing marketers with primary data to effectively and efficiently manage their fans online. Recently, various technologies such as metaverse, virtual reality, and augmented reality have been introduced into the entertainment industry faster due to Covid-19.
Second, the activity of very few fans overpowered other fans. In-depth activity studies should be conducted for these heavy users only. Third, this study made it possible for practical marketers to know where to focus their marketing resources among various online activities to be performed for their fans.
This study aims to fill the gap empirically by measuring online activities of K-pop artist fans which is blank in the academic field. Specifically, first the researchers want to identify statistically significant online activities that determine the strength of fan attachment towards K-pop artists. Second, we want to identify the relative importance of the various online activities that determine fan attachment.
This study does not reflect these kinds of changes, such as technical experience. Therefore, future research should further explore and reflect the scope of fans' online activities in terms of technology.
In other words, especially in a situation where research on fan activity targeting singers is lacking, this study's identification of k-pop fan activity, classification of activity types, and indexing are essential contributions to the study of k-pop consumer behavior. Therefore, this study will provide the opportunity to accumulate academic knowledge to understand the behavior of online activity for K-pop fans which is relatively less academically invested. In addition, this study is significant because it fills in the relatively rare field of empirical research on online activities of k-pop fans.
In-depth activity studies should be conducted for these heavy users only. Third, this study made it possible for practical marketers to know where to focus their marketing resources among various online activities to be performed for their fans. However, the results of this study are limited to online activities acquired prior to Covid-19.
Although the research on fan and fandom has been explored widely and long-term period at sports, movies, and singers, the studies on behavioral online activity of K-pop fans academically are relatively rare. This study aims to fill the gap empirically by measuring online activities of K-pop artist fans which is blank in the academic field. Specifically, first the researchers want to identify statistically significant online activities that determine the strength of fan attachment towards K-pop artists.

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표제어: PCR

동의어: Packet Collision Rate

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