Do K-Pop Consumers’ Fandom Activities Affect Their Happiness, Listening Intention, and Loyalty?
Author Information
Author(s): Choi Hyun-ju
Primary Institution: Sangmyung University
Hypothesis
How do the fandom activities of K-pop consumers affect their happiness and CCM listening intention?
Conclusion
K-pop consumers' offline fandom activities significantly increase their happiness and listening intention towards contemporary Christian music, which in turn enhances their loyalty.
Supporting Evidence
- K-pop consumers' offline fandom activities significantly increase their happiness.
- K-pop consumers' online fandom activities positively affect their CCM listening intention.
- Happiness positively influences CCM listening intention.
- Happiness and CCM listening intention both positively affect loyalty.
Takeaway
Being a fan of K-pop can make you happier and more likely to listen to Christian music, especially if you participate in fan activities.
Methodology
The study surveyed K-pop consumers from the US and UK and used structural equation modeling to analyze the data.
Limitations
The study primarily focused on K-pop fans from two countries, which may limit the generalizability of the findings.
Participant Demographics
Participants were K-pop consumers from the US and UK, with a balanced gender distribution.
Statistical Information
P-Value
p<0.05
Statistical Significance
p<0.05
Digital Object Identifier (DOI)
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