연예인 평판이 대중의 귀인성향에 미치는 영향 = (A) study on the influence of the reputation of entertainers upon the attribution disposition of the public

다국어 초록 (Multilingual Abstract)

ABSTRACT

A Study on the Influence of the Reputation of Entertainers
upon the Attribution Disposition of the Public


Lee, Bo Young
Dept. of Journalism &
Mass Communication
The Graduate School of
Sungkyunkwan University


The objective of this study lies in identifying the influence of the reputation of entertainers on the attribution disposition of the public according to the behavior or the result of the behavior of the entertainers. The existing research into entertainers has mainly focused on the effect of an entertainer’s image or the evaluation of the image. However, this study attempted to make an objective evaluation in detail of entertainers by applying the concept of reputation that includes their image. Also, the study applied the attribution theory to prove the influence of reputation.
Six male entertainers who are acting as MCs, namely Gang Ho-Dong, Park Su-Hong, Sin Dong-Yeop, Sin Jeong-Hwan, Yu Jae-Seok, and Lee Hwi-Jae, were subject to the analysis of this study. Also, college students and graduate students in their 20s who rapidly acquire information about entertainers as the main consumer of the entertainment industry were selected as the target of the survey. The measure employed for measuring the reputation of entertainers comprised a total of seven factors and 26 sub-attributes. The seven factors were “expertise”, “attractiveness”, “personality and image”, “morality”, “management of personal life”, “risk management”, and “social responsibility”. These factors were deduced from the results of a survey and in-depth interviews aimed at professionals related to the general entertainment industry, and then were subjected to reliability and validity analysis and factor analysis.
As a result of deducing a reputation index through the measurement of the reputation of entertainers, Yu Jae-Seok (A-), Park Su-Hong (B+), and Sin Dong-Yeop (B+), who received higher scores in the factors of “morality”, “personality and image”, and “expertise”, were found to have gained a positive reputation from the public; whereas Lee Hwi-Jae (C+), Gang Ho-Dong (C+), and Sin Jeong-Hwan (C+), who posted lower scores in the factors of ”morality” and “management of personal life”, were found to have gained a negative reputation from the public.
Next, the study employed an independent sample T-test and a regression analysis for finding out the influence of reputation. As a result, there was a difference in people’s perception on the cause of an entertainer’s success according to the entertainer’s reputation level. The general public is likely to attribute the success factors of entertainers with a good reputation on their internal factors of “ability” and “effort”, and the ones of entertainers with a poor reputation on their external factor of “luck”. Also, the entertainers’ reputation level is shown to have an influence on the public’s perception of the cause of the same type of incident. When entertainers with a good reputation are involved in negative incidents, people tend to place the cause of the incident on the external situation or the environment. On the other hand, when entertainers with a poor reputation experience the same situation, people tend to place the cause of the incident on internal factors such as the judgment and personality of the entertainer concerned.
The study results show that the behavior or the result of the behavior of entertainers may affect people’s decision-making. Therefore, entertainers are advised not only to exert efforts in managing their external image, but also to try and build a favorable reputation by looking back at their overall activities so that they may maintain their current status and value and develop their entertainment activities.

목차 (Table of Contents)

• 제 1 장 서론 1
• 제 1 절 문제 제기 1
• 제 2 절 연구 목적 4
• 제 2 장 이론적 배경 및 관계문헌 고찰 5
• 제 1 절 귀인이론의 개념 및 전개 5
• 1. 귀인이론의 개념 5
• 2. 주요 귀인이론의 전개 6
• 1) Heider의 귀인이론 6
• 2) Jones와 Davis의 귀인이론 7
• 3) Kelley의 귀인이론 8
• 4) Weiner의 귀인이론 9
• 5) 귀인이론의 통합적 모델 13
• 제 2 절 연예인 평판의 개념 및 구성요소 18
• 1. 연예인의 평판의 개념 18
• 2. 연예인 평판의 구성요소 21
• 1) 연예인과 유명인에 대한 이미지 구성요소 21
• 2) CEO 이미지 구성요소 및 CEO 평판 구성요소 23
• 제 3 절 관계문헌고찰 28
• 1. 귀인이론 관련 연구 29
• 1) 귀인이론과 소비자 행동 연구 29
• 2) 귀인이론과 대인관계에서의 지각차이 연구 31
• 2. 귀인이론과 연예인 평판의 관련 연구 32
• 1) 귀인이론과 개인 평판에 관한 연구 32
• 2) 귀인이론과 연예인 이미지에 관한 연구 34
• 제 3 장 연구문제 35
• 제 1 절 연구문제 및 가설설정 35
• 제 4 장 연구방법 37
• 제 1 절 분석대상 선정 37
• 1. 분석대상 선정 37
• 제 2 절 조사설계 38
• 1. 조사설계 38
• 2. 연예인 평판지수 도출을 위한 사전조사 39
• 1) 1차 사전조사 39
• 2) 2차 사전조사 40
• 3) 3차 사전조사 40
• 4) 4차 조사 41
• 5) 4차 조사 분석결과 41
• 3. 귀인속성 도출을 위한 사전조사 44
• 1) 성공귀인 척도의 신뢰도 검증 및 타당도 검증 45
• 2) 위기상황에 대한 귀인 척도 47
• 제 3 절 연예인 평판지수 산출 및 학점화 49
• 1. 연예인 평판에 대한 요인지수(FI) 49
• 2. 연예인 평판지수(ERI) 산출 50
• 3. 연예인 평판의 학점화 50
• 제 4 절 분석방법 53
• 제 5 장 연구결과 54
• 제 1 절 응답자의 인구통계학적 특성 54
• 제 2 절【연구문제1】의 결과 55
• 1.【연구문제1-1】의 결과 55
• 2.【연구문제1-2】의 결과 59
• 제 3 절【연구문제2】의 결과 75
• 1. 연예인 성공귀인 문항 기술통계 75
• 2. 연예인 평판수준과 대중의 귀인성향 관계 88
• 제 4 절【연구문제3】의 결과 92
• 1.【연구가설3-1】의 검증과 해석 92
• 2.【연구가설3-2】의 검증과 해석 93
• 3.【연구가설3-3】의 검증과 해석 94
• 4. 위기상황의 귀인성향에 대한 기술통계 95
• 제 6 장 결론 및 제언 97
• 제 1 절 연구결과 요약 97
• 제 2 절 논의 및 시사점 101
• 제 3 절 연구의 한계 및 제언 104
• 참고문헌 106
• 부 록 117
• ABSTRACT 134