International Journal of Advanced Culture Technology

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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Analytical Study on the Correlation between the Functionality of Virtual Idols and Fan Satisfaction under the Chinese Market

  • Hou, ZhengDong (Department of Visual Contents, Dongseo University) ;
  • Kim, KiHong (Department of Visual Animation, Dongseo University) ;
  • Ren, YuShi (Department of Advertising and Public Relations, Silla University)
  • Received : 2022.10.04
  • Accepted : 2022.11.30
  • Published : 2022.12.31
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Abstract

Virtual idols have aroused wide attention as a novel product of the idol industry in the digital era over the past few years. The population of China determines that virtual idols have a huge fan market. As a digital cultural product closely connected with fans, virtual idols are im-portant to gain insights into the correlation between fan satisfaction and virtual idol functions. In accordance with the KANO demand model, this study first classifies and explains the specific functions of virtual idols into four quadrants, including attractive, must-be, 1D (One-Dimensional), and indifferent. Subsequently, the satisfaction of fans of virtual idols with specific functions in each quadrant are analyzed using a questionnaire. This study suggests that virtual idols have one at-tractive quality, three 1D quality, two must-be quality, and five indifferent quality functional elements. This study qualitatively analyzes the functional elements of virtual idols through fan satisfaction based on the KANO model, which provides valuable help for future research in the field of virtual idols and producers in this field.

Keywords

Acknowledgement

Funding: Please add: "This research was supported by the phase 4 of BK21 project for Future Visual Contents for Innovative Convergence Education Group at Dongseo University, grant number 4199990914470".

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