[KSCI] Korea Science Citation Index Service

http://dx.doi.org/10.5392/JKCA.2014.14.06.328

Factors affecting Idol Worship and Idol Worship's Mediation Effect to Purchase the Merchandises Advertised by Idol - Focusing on Women in Their Teens and Twenties

Lee, Seung-Mok (연세대학교 정보대학원)
Shin, Jae-Gwon (연세대학교 정보대학원)
Lee, Sang-Woo (연세대학교 정보대학원)

Publication Information

The Journal of the Korea Contents Association / v.14, no.6, 2014 , pp. 328-338 More about this Journal

Abstract

Nowadays idol pop singers are popular with teenagers and adult. Accordingly idol pop singers take a picture of advertisement. because idol pop singers have a lot of fans who are willing to use advertising products. The purpose of the present study examined causes of idol worship and differences of causes of idol worship between in idol fans' 10's and 20's. And this article investigated idol fans' intention to purchase the merchandises advertised by idol. The result showed that idol's features, idol's evaluation, idol's ways of expression, romanticization of the idol had significant effect on idol worship. And there were no significant differences of idol worship between in idol fans' 10's and 20's. Also these causes of idol worship affected on Idol fans' intention to purchase the merchandises advertised by idol. In other words, idol worship was partially mediated the positive relation between by causes of idol worship and intention to purchase the merchandises.

Keywords

Idol; Idol Worship; Purchase Intention;

Citations & Related Records

Times Cited By KSCI : 1 (Citation Analysis)

Reference
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