Earticle

초록

영어

Virtual idols are heterogeneous media-persona systems, yet comparative evidence on immediate audience responses remains limited. This exploratory study compared eight research-edited 90-second video stimuli grouped into four analytical fan-idol interaction configurations that were mapped to broader technological and media project types. Two hundred adults recruited through MarketLink each viewed four clips in an equireplicate incomplete-block repeated-measures design, yielding 800 respondent-by-stimulus evaluations. Measurement diagnostics showed that the intended involvement, immediate parasocial response, and fan engagement intention measures lacked discriminant validity. They were therefore re-specified, transparently and post hoc, as a seven-item overall positive evaluation (OPE) factor, while two perceived-interactivity items were retained separately. A within-person two-factor model supported this distinction (φ= .67, 95% cluster-bootstrap CI [.56, .77]). Random-intercept mixed-effects models identified case differences in perceived interactivity, X2(7)=22.65, p< .01, and OPE, X2(7)=75.30, p< .01. HUNTR/X received the highest adjusted OPE and exceeded all seven other stimuli after Holm correction, whereas interactivity differences were smaller and concentrated in three pairwise comparisons. The findings do not establish separate parasocial or engagement mechanisms. Instead, they suggest that brief exposure produces a broad evaluative response shaped by responsiveness, narrative and audiovisual involvement, familiarity, and stimulus-specific features.

목차

Abstract
I. Introduction
II. Literature Review
1. Project Types and Fan-Idol Interaction Configurations
2. Interactivity, Co-Creation and Narrative Transportation
III. Research Methods
1. Participants and Procedure
2. Stimuli and Incomplete-Block Design
3. Measures and Measurement Re-Specification
4. Statistical Analysis
IV. Results
1. Measurement Properties
2. Case-Level Differences
V. Discussion
Reference
Appendix

키워드

저자

• Park, Jieun [ Visiting Professor, Yonsei University ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  콘텐츠와산업 [Journal of Contents and Industry]

• 간기

  격월간

• pISSN

  2765-317X

• 수록기간

  2019~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 600 DDC 700