The Effect of Idol Characters on Character and Idol Loyalty: Focused on BT21 Case

Le résumé fourni par la source

Recently, as idol characters have spread, they have contributed to the participation of fans and consumers and their relationship with idols through their unique personality. However, researches on the influence and value of idol characters are still insufficient. Therefore, this study attempted to find out what character characteristics of idol characters affect character loyalty and idol loyalty. To this end, the character BT21 of idol BTS was selected as an case, and a survey was conducted on 253 men and women in their 20s and 40s, and regression analysis was performed. As a result, first, among BT21 character traits, similarity, credibility, attractiveness, familiarity, and originality influenced character loyalty, and among them, similarity showed the highest association with Attitudinal loyalty. Second, character loyalty was found to increase the effect on idol loyalty by maximizing the character's characteristics. Third, it has been demonstrated that idol characters can generate continuous consumption of character products and content. Fourth, it was found that completely mediates character familiarity and the partner factors of idol loyalty.

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