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Fandom as a Prosumer : Study on Information Behavior of Fandom

프로슈머로서의 팬덤: 팬덤의 정보행동에 관한 연구

  • 이소영 (호서대학교 벤처전문대학원 정보경영학과) ;
  • 김향미 (kt경제경영연구소) ;
  • 주경희 (고려대학교 경영대학 기업경영연구소) ;
  • 서정치 (고려대학교 경영대학)
  • Received : 2013.11.04
  • Accepted : 2013.12.20
  • Published : 2013.12.28

Abstract

This study posits the activities of the fandom as information behavior: information producing, information diffusion, information sharing. The authors identify the underlying motivation and needs which lead fandom to these behavior on the basis of contents theory. In particular, the manner in which the those needs influence the information behavior of fandom is explored. The data used in this study came from various Fan Caf$\acute{e}$s which are communities of star fan. The results from the survey shows that the fandom is a kind of culture closely connected to social needs. Fandom can be viewed as an important driving force in the entertainment industry as they are co-creating the value in entertainment market.

Keywords

Fandom;Need to Belong;Need for Approval;Need for Uniqueness;Reference group compliance;Sensation Seeking

Acknowledgement

Supported by : 호서대학교

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