액티브 시니어의 팬덤 문화를 고려한 메타버스 공연 서비스 디자인 연구 - 데이터 기반 퍼소나 분석을 중심으로 - = A study on metaverse performance service design considering active seniors’ fandom culture - Focusing on data-based persona analysis -

다국어 초록 (Multilingual Abstract)

The purpose of this study is to propose a metaverse performance service based on the characteristics of active seniors in order to expand the cultural experiences of the growing older generation. Qualitative and quantitative data were collected by conducting a literature review, experience mapping, and survey, and through statistics, the behavioral types of active seniors regarding trot performances and fandom activities were classified into 10 factors. The 10 factors are 'sense of community', 'bond with star', 'bond with others', 'respect for star', 'strong sense of self-identity', 'pleasure of active participation', 'routinized virtue', ' There are 'pride in the star', 'belief in the star', and 'intimacy with the star', and cluster analysis was conducted based on the factors to determine 'extroverted community type', 'introverted admiration type', and 'introverted virtuous type'. The types were classified into four ‘extroverted emotional types’. Core services and technologies were proposed according to the psychology and experience of each persona in each cluster and structured as a service blueprint that underwent FGI verification. This study is meaningful in providing equal digital cultural experiences by providing metaverse performance services to older people as well as providing user-customized services through strategically designed research.