발레 팬덤 참여자의 팬덤 특성과 수용태도 및 충성도에 관한 연구 = The Influence of Ballet Fandom Characteristics on Acceptance Attitudes and Loyalty

다국어 초록 (Multilingual Abstract)

ABSTRACT

The Influence of Ballet Fandom Characteristics on Acceptance Attitudes and
Loyalty

Seo Kyung Hee
Department of Dance
Kyung Hee University Graduate School

The purpose of this study is to empirically analyze how the characteristics of ballet
fandom participants influence their acceptance attitudes toward ballet works and their
subsequent loyalty. While ballet has traditionally been perceived as an elite art form, the
recent expansion of the digital media environment has led to active audience
participation and meaning production centered around fandoms. This study establishes
ballet fandom as a core agent of performing arts consumption and examines the
structural relationship between fandom characteristics, viewing attitudes, and loyalty.

To this end, a survey was conducted on 258 ballet fandom participants with experience
in active fandom activities, such as operating online fan cafes or social media fan
accounts. Fandom characteristics were categorized into three sub-factors: distinctiveness,
productivity, and cultural capital accumulation. Acceptance attitudes were divided into
cognitive and emotional attitudes, while loyalty was measured through revisit intention
and recommendation intention. Data were analyzed using SPSS Statistics 26 for
descriptive statistics, correlation, and multiple regression, and Hayes’ PROCESS Macro
(Model 4) was utilized to verify mediating effects.

The main findings are as follows. First, ballet fandom characteristics were found to
have a significantly positive impact on both acceptance attitudes and loyalty. Second,
productivity was identified as a key factor in strengthening revisit intention through the
mediation of cognitive acceptance attitudes. Third, distinctiveness and cultural capital
accumulation formed a path that increased recommendation intention via emotional
acceptance attitudes. Ultimately, acceptance attitudes acted as a crucial mediator between
fandom characteristics and loyalty.

These results demonstrate that ballet fandom is not merely a passive viewing group but
an active cultural agent leading the interpretation and expansion of artistic works. This
study extends the academic scope of fandom research in the performing arts and
provides foundational data for developing audience engagement strategies and sustainable
consumption structures that consider specific fandom characteristics.

Keywords: Ballet Fandom, Fandom Characteristics, Acceptance Attitudes, Loyalty,
Audience Development

목차 (Table of Contents)

• Ⅰ. 서 론 1
• 1. 연구의 필요성 및 목적 1
• 2. 연구의 제한점 4
• 3. 용어의 정리 5
• 4. 선행연구 분석 6
• 5. 연구 문제 24
• Ⅱ. 이론적 배경 25
• 1. 팬덤 개념과 이론적 배경 및 연구 분석 25
• 2. 한국 대중문화의 팬덤 형성과 전개 29
• 3. 한국 발레 팬덤의 전개 33
• 4. 외국 발레 팬덤의 전개 37
• 5. 발레 팬덤의 특성 및 구성 요인 41
• 1) 차별성 41
• 2) 생산성 42
• 3) 문화자본 축적 43
• 6. 수용 태도 45
• 1) 태도의 개념 46
• 7. 충성도 50
• 1) 재관람 의도 51
• 2) 추천 의도 53
• Ⅲ. 연구 방법 55
• 1. 연구모형 55
• 2. 연구 대상 및 자료 수집 56
• 3. 연구 가설 61
• 4. 연구 절차 63
• 5. 변수의 측정도구 57
• 6. 측정도구의 신뢰도 및 기술 통계 분석 59
• 7. 자료처리 방법 69
• Ⅳ.연구 결과 70
• 1. 연구 대상자의 일반적 사항에 따른 차이 70
• 2. 발레 팬덤 활동 특성 및 발레 공연 소비에 따른 차이 75
• 3. 발레 팬덤 특성, 수용 태도, 충성도 간의 영향관계 83
• 4. 발레 팬덤 특성과 충성도 간 관게에서 수용 태도의 매개효과 85
• Ⅴ.결론 및 제언 87
• 참고문헌 91
• ABSTRACT 100
• 부록 102