인간 시연자 기반 버추얼 아이돌의 특성이 팬 애착과 팬쉽에 미치는 영향: 플레이브(PLAVE)의 사례를 중심으로

초록

This study investigates how the characteristics of Human-assisted Virtual Idol(HAVI) influence fans’ psychological attachment and fanship. Focusing on the coexistence of reality and virtuality as a defining feature of HAVI, their characteristics were classified into three dimensions: reality-based (musical expertise, interactivity), hybrid (performance expertise, live broadcast presence), and virtual-based (visual attractiveness, transcendence). PLAVE, the most representative case of HAVI, was selected as the subject of this study, and a survey was conducted with 185 of its fans. The results indicate that fan attachment was reinforced by interactivity, musical expertise, and visual attractiveness, while fanship was significantly explained by interactivity, performance expertise, live broadcast presence, and visual attractiveness. In contrast, transcendence exerted a negative effect on the formation of fanship. These findings suggest that the acceptance mechanism of HAVI is primarily strengthened by reality-based and hybrid features, whereas excessive virtuality may hinder immersion. By empirically demonstrating the relationship between HAVI characteristics and fans’ psychological responses, this study contributes to the theoretical discourse and provides practical implications for achieving a balanced combination of reality and virtuality in the planning and management of HAVI.

키워드