K-POP粉絲對偶像負面消息的歸因與資訊行為—以 BTS 成員 SUGA 酒駕事件為例

Abstract

韓國流行音樂（Korean Pop Music, K-POP）已由區域性的流行文化現象，逐漸發展為具有全球市場規模與跨文化影響力的文化產業。在社群媒體與粉絲文化交織的環境中，偶像負面事件不僅涉及公眾的責任判斷，也牽動粉絲的情感認同、後續支持及資訊處理。本研究以 2024 年 BTS 成員 SUGA 酒駕事件為例，比較 BTS 粉絲與非粉絲在責任歸因、事件後支持行為及資訊行為上的差異，並分析粉絲認同、責任歸因與支持行為之關聯。 本研究以量化問卷為主，取得 245 份具 K-POP 接觸經驗者的有效問卷，其中 BTS 粉絲 60 人、非粉絲 185 人，採獨立樣本 t 檢定、Pearson 相關分析及 PROCESS Model 4 中介分析；另對 4 名受訪者進行半結構式訪談，補充量化結果。 結果顯示，兩組在內部歸因上無顯著差異，皆傾向認為事件起因來自偶像個人的選擇與判斷，因對此事件負責；但 BTS 粉絲在整體支持行為及關係、消費與資訊參與三構面均顯著較高。粉絲認同與支持行為呈顯著正相關，與內部歸因呈顯著負相關，惟內部歸因未產生顯著中介效果。BTS 粉絲的資訊尋求、資訊分享及整體資訊行為顯著較高，資訊迴避則無顯著差異。訪談顯示，粉絲並非一味否認偶像責任，而是在承認錯誤的同時，綜合事件情境、道歉與後續改正進行判斷，並透過查證、比較來源及小範圍分享處理資訊。 本研究結論指出，粉絲身分未必改變對事件的責任判斷，其影響主要體現在其後的關係維繫、支持選擇與資訊實踐；粉絲的持續支持不宜直接等同於否認責任或無條件護航。

Korean popular music (K-pop) has gradually evolved from a regional pop-culture phenomenon into a cultural industry with global market reach and cross-cultural influence. In an environment shaped by the intersection of social media and fan culture, negative incidents involving idols not only prompt public judgments of responsibility but also affect fans’ emotional identification, subsequent support, and information processing. Using the 2024 drunk-driving incident involving BTS member SUGA as a case, this study compared BTS fans and non-BTS fans in terms of responsibility attribution, post-incident support behavior, and information behavior. It also examined the relationships among fan identification, responsibility attribution, and support behavior. This study primarily employed a quantitative questionnaire survey and obtained 245 valid responses from individuals with prior exposure to K-pop, including 60 BTS fans and 185 non-BTS fans. The data were analyzed using independent-samples t tests, Pearson correlation analysis, and mediation analysis with PROCESS Model 4. In addition, semi-structured interviews were conducted with four participants to supplement the quantitative findings. The results revealed no significant difference between the two groups in internal attribution. Both groups tended to attribute the incident to SUGA’s own choices and judgment and to hold him responsible. However, BTS fans scored significantly higher in overall support behavior and across its relationship, consumption, and information-participation dimensions. Fan identification showed a significant positive correlation with support behavior and a significant negative correlation with internal attribution. However, internal attribution did not significantly mediate the relationship between fan identification and support behavior. BTS fans also exhibited significantly higher levels of information seeking, information sharing, and overall information behavior, whereas no significant difference was found in information avoidance. The interviews indicated that fans did not simply deny the idol’s responsibility. Instead, while acknowledging the wrongdoing, they evaluated the incident by considering its circumstances, the apology, and subsequent corrective actions. They also processed relevant information by verifying facts, comparing sources, and sharing information within small circles. The findings suggest that fan status does not necessarily alter judgments of responsibility. Rather, its influence is primarily reflected in subsequent relationship maintenance, support decisions, and information practices. Continued support by fans should therefore not be directly equated with denial of responsibility or unconditional defense of the idol.