유명인과의 관계 지속과 단절에 대한 연구

Why people have relationships with others? Why do they quit their relationships? How long do they have relationships? This study aimed to resolve the question of what factors make consumers like celebrities and what factors make them stop liking them, and whether consumers' areas of interest affect liking celebrities, and whether there are differences in the influence of variables depending on the celebrity's main field of activity. We investigate these phenomenon from three different perspectives of brand image and trust, love, and flow. For the empirical analysis, respondents are asked to select one celebrity they like and select one celebrity they used to like but don’t like anymore from 6 different fields. Fields include sport stars, singers, actors, media, classical music, etc. The results of this study are summarized as follows. First, from the brand perspective, the result showed that differentiating from other celebrities is the most important for relationship continuation. From the love perspective, the result showed that making consumers very happy is the most important for relationship continuation. From the flow perspective, providing enjoyment was the most important factor for relationship continuation. Second, among the causes of relationship disconnection, the biggest reason for personal factors related to celebrities was change in preference over time, and the biggest reason for flow-related factors was enjoyment. Third, the results showed that consumers are more likely to like celebrities who are mainly working in their areas of interest. Also, there was no significant difference in influence in the field of celebrities and the averages of brand is higher than flow and love in the relationship influences.