팬덤 경제의 굿즈 시장에서 고객경험품질(EXQ)에 영향을 미치는 요인 탐색

As the Internet propagates to virtually all populations, the culture limited to a specific fandom spreads to all Internet users, creating a new era. This environment changes the traditional attitude of the celebrity industry's goods market towards fandom. This market enters into the demand-centered stage in which everything is driven by the customer's desires, and altogether companies are moving toward customer orientation to provide consumers with maximal value In this paper, we draw upon customer experience management theory to derive crucial antecedents affecting widespread acceptance of celebrity goods. The research model is developed firstly to identify what are the appropriate variables suitable to the celebrity goods market, and then subsequently extract the antecedent variables affecting these customer experience variables from the quality perspective. Empirical testing is conducted with a total of 282 questionnaires gathered through web and offline person-to-person contact. The results verify significant causality relationships among the variables including P2P quality attributes and extracted experience variables such as peacefulness and moment of truth impact. The result offers useful insight into the relatively new field of fandom economy and the celebrity goods market.