Do K-Pop Consumers’ Fandom Activities Affect Their Happiness, Listening Intention, and Loyalty?
This study examines the influence of K-pop consumers’ (online/offline) fandom activities on their happiness and their contemporary Christian music (CCM) listening intention and does so considering two base theories: activity theory and the content theory of motivation. In this context, we also exami...
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MDPI AG
2024-11-01
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| Series: | Behavioral Sciences |
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| Online Access: | https://www.mdpi.com/2076-328X/14/12/1136 |
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| author | Hyun-ju Choi |
| author_facet | Hyun-ju Choi |
| author_sort | Hyun-ju Choi |
| collection | DOAJ |
| description | This study examines the influence of K-pop consumers’ (online/offline) fandom activities on their happiness and their contemporary Christian music (CCM) listening intention and does so considering two base theories: activity theory and the content theory of motivation. In this context, we also examine the influence of happiness and CCM listening intention on CCM loyalty (word of mouth/purchase). We focus on global consumers of K-pop (people with experience in online/offline K-pop fandom activities) from two countries: the US and the UK. For our investigation, we surveyed these consumers between 1 April and 30 September 2022 through two global research agencies, namely Entrust Survey and META G DATA lnc. We received valid responses from 331 participants. We then used structural equation modeling to analyze the data and found the following: First, although K-pop consumers’ online fandom activities did not have a statistically significant effect on their happiness, their offline fandom activities did. Second, their fandom activities had a statistically significant positive effect on their CCM listening intention, although their offline fandom activities did not. Third, their happiness also had a statistically significant positive effect on their CCM listening intention. Ultimately, their happiness and CCM listening intention had a statistically significant positive effect on their loyalty (CCM word of mouth/purchase). We identified a new trend and applied it in the context of K-pop culture and CCM, thereby contributing to consumer psychology studies through creative/innovative empirical research. |
| format | Article |
| id | doaj-art-6f71b4bbc7d54a99904d4de64efa71ec |
| institution | OA Journals |
| issn | 2076-328X |
| language | English |
| publishDate | 2024-11-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Behavioral Sciences |
| spelling | doaj-art-6f71b4bbc7d54a99904d4de64efa71ec2025-08-20T02:01:04ZengMDPI AGBehavioral Sciences2076-328X2024-11-011412113610.3390/bs14121136Do K-Pop Consumers’ Fandom Activities Affect Their Happiness, Listening Intention, and Loyalty?Hyun-ju Choi0Department of Cultural & Arts Management, Sangmyung University, Cheonan-si 31066, Chungcheongnam-do, Republic of KoreaThis study examines the influence of K-pop consumers’ (online/offline) fandom activities on their happiness and their contemporary Christian music (CCM) listening intention and does so considering two base theories: activity theory and the content theory of motivation. In this context, we also examine the influence of happiness and CCM listening intention on CCM loyalty (word of mouth/purchase). We focus on global consumers of K-pop (people with experience in online/offline K-pop fandom activities) from two countries: the US and the UK. For our investigation, we surveyed these consumers between 1 April and 30 September 2022 through two global research agencies, namely Entrust Survey and META G DATA lnc. We received valid responses from 331 participants. We then used structural equation modeling to analyze the data and found the following: First, although K-pop consumers’ online fandom activities did not have a statistically significant effect on their happiness, their offline fandom activities did. Second, their fandom activities had a statistically significant positive effect on their CCM listening intention, although their offline fandom activities did not. Third, their happiness also had a statistically significant positive effect on their CCM listening intention. Ultimately, their happiness and CCM listening intention had a statistically significant positive effect on their loyalty (CCM word of mouth/purchase). We identified a new trend and applied it in the context of K-pop culture and CCM, thereby contributing to consumer psychology studies through creative/innovative empirical research.https://www.mdpi.com/2076-328X/14/12/1136online fandom activitiesoffline fandom activitieshappinesslistening intentionloyaltyword of mouth/purchase |
| spellingShingle | Hyun-ju Choi Do K-Pop Consumers’ Fandom Activities Affect Their Happiness, Listening Intention, and Loyalty? Behavioral Sciences online fandom activities offline fandom activities happiness listening intention loyalty word of mouth/purchase |
| title | Do K-Pop Consumers’ Fandom Activities Affect Their Happiness, Listening Intention, and Loyalty? |
| title_full | Do K-Pop Consumers’ Fandom Activities Affect Their Happiness, Listening Intention, and Loyalty? |
| title_fullStr | Do K-Pop Consumers’ Fandom Activities Affect Their Happiness, Listening Intention, and Loyalty? |
| title_full_unstemmed | Do K-Pop Consumers’ Fandom Activities Affect Their Happiness, Listening Intention, and Loyalty? |
| title_short | Do K-Pop Consumers’ Fandom Activities Affect Their Happiness, Listening Intention, and Loyalty? |
| title_sort | do k pop consumers fandom activities affect their happiness listening intention and loyalty |
| topic | online fandom activities offline fandom activities happiness listening intention loyalty word of mouth/purchase |
| url | https://www.mdpi.com/2076-328X/14/12/1136 |
| work_keys_str_mv | AT hyunjuchoi dokpopconsumersfandomactivitiesaffecttheirhappinesslisteningintentionandloyalty |