OTT 플랫폼에서 연예인 관여도가 국가 이미지와 방문의도에 미치는 영향: 원격 현장감과 준사회적 관계의 매개 역할을 중심으로 = The Impact of Celebrity Involvement in OTT Platforms on National Image and Visit Intentions: The Mediating Roles of Telepresence and Parasocial Relationships

다국어 초록 (Multilingual Abstract)

Purpose
With the rapid evolution of the OTT platform, this study addresses a notable gap in the existing literature by examining the impact of celebrity involvement in OTT contents on the intention to visit the country. We explore the intricate mechanisms through which the audience's sense of telepresence, facilitated by OTT technology, and parasocial relationships with celebirities contribute to the formation of the national image and, consequently, influence the intention to visit the country.
Design/methodology/approach
This study applied Partial Least Square Structural Equation Modeling (PLS-SEM) using survey data from 222 participants.
Findings
Our findings reveal a positive effect of celebrity involvement on both telepresence and parasocial relationship. Additionally, we observe a positive relationship between telepresence and parasocial relationship. The study further highlights the impact of these factors on the cognitive and affective national images. The cognitive and affective national images, in turn, positively influence the overall national image, ultimately impacting the intention to visit the country. This research contributes to the understanding of the interplay between psychological factors related to viewer-celebrity relationships and the technical characteristics of OTT contents in shaping national images and travel intentions.