한류스타와의 준사회적 상호작용이 중국인의 한국 방문의도에미치는 영향에 관한 연구

The number of SNS users such as Facebook and Twitter is rapidly increasing worldwide, but in the case of China, the government is blocking the use of overseas SNS in the name of SNS protection. As an alternative, Sina Weibo is being used as a representative SNS in China. In general, the users who mainly use SNS tend to involve themselves in celebrities. Thus, users can build the intimate terms with celebrities, called the para-social interactions. However, there have been few cases of existing studies on para-social interaction with famous blog services such as SNS and so on. The purpose of this study, therefore, is to investigate the effect of the para-social interaction on the relationship between of SNS users and celebrities(Korean stars). This study also analyses how the attributes of SNS are classified into informativeness, interactivity, entertainment, professionalism, trustworthiness and attractiveness, and how it affects the para-social interaction and the intention to visit in Korea. As a result of the study, the SNS attributes did not affect the para-social interaction. However, the effect of the Korean celebrity model(professionalism, trustworthiness and attractiveness) was found to have an influence on para-social interaction, and the para-social interaction had a positive effect on the visit intention to Korea. Finally, it is shown that the para-social interaction effect of those who are unmarried or use Sina Weibo within one hour is significantly large. Based on the results of this study, first, it is concluded that the para-social interaction has little influence in accordance with gender unlike the result of the former researches, so further research on the psychological factors is needed as a kind of psychological phenomenon. Sceond, the influence of gender on para-social interaction, pervious studies have showed that gender affects para-social interaction, but in this paper, it is not verified. third, the study shows that SNS attribute is not influenced on the para-social interaction, but in future studies we can study the relationship between the other attributes of SNS and para-social interaction. Finally, we suggest that comparative studies on para-social interactions between SNS and other media such as TV and radio are needed in the future research.