온라인 팬 커뮤니티 특성이 팬 커뮤니티 멤버들의 행동적 변화에 미치는 영향

다국어 초록 (Multilingual Abstract)

The fan is consistently characterized (referencing the term's origins) as a potential fanatic. This means that fandom is seen as excessive, bordering on deranged, behavior. Based on that, this study examines the structural relationships between online fan community characteristics, fandom identification, fandom trust, and behavioral change in the context of online Girls Generation fan community. The data were collected from 1,094 members of online Girls Generation fan community and analyzed with SPSS 18.0 and AMOS 20.0. The findings can be summarized as follows: First, familarity and enjoyment had positive effects on fandom identification. Second, familarity, enjoyment, interactivity, and cohesion had statistically positive effects on fandom trust. Third, fandom identification had a positive effect on fandom trust and behavioral change respectively. Fourth, fandom trust had a positive effect on behavioral change.
In light of the fact that a thorough understanding of the relationships among online fan community characteristics, fandom identification, fandom trust, and behavioral change is critical in improving the marketing competency of a online fandom community, the model developed in this study can be utilized to assist online fandom communities in retaining their fans over the long term and in maximizing the fan value of the online fandom community.