韩国流行音乐消费者的粉丝活动是否会影响他们的幸福感,倾听意图和忠诚度?
1Department of Cultural & Arts Management, Sangmyung University, Cheonan-si 31066, Chungcheongnam-do, Republic of Korea.
Behavioral sciences (Basel, Switzerland)
|January 8, 2025
概括
离线的K-pop粉丝活动可以增加幸福感和对当代基督教音乐 (CCM) 的倾听意图. 快乐和倾听的意图都会积极影响CCM的忠诚度,包括口碑和购买.
科学领域:
- 消费者心理学 消费者心理学
- 音乐消费研究 音乐消费研究
- 粉丝圈研究 粉丝圈研究
背景情况:
- 韩国流行歌迷活动会影响消费者行为和心理状态.
- 了解当代基督教音乐 (CCM) 倾听意图和忠诚度的驱动因素至关重要.
- 活动理论和动机的内容理论为分析粉丝的参与提供了框架.
研究的目的:
- 检查在线和离线K-pop粉丝活动如何影响消费者的幸福感和CCM的倾听意图.
- 研究幸福感和CCM倾听意图对CCM忠诚度 (口碑/购买) 的影响.
- 在美国和英国的全球K-pop消费者的背景下探索这些关系.
主要方法:
- 对331名全球K-pop消费者 (美国/英国) 进行了定量调查.
- 在2022年4月1日至9月30日期间收集的数据.
- 用于数据分析的结构方程建模 (SEM).
主要成果:
- 线下K-pop粉丝活动显著增加了消费者的幸福感.
- 在线和离线的K-pop粉丝活动都对CCM的听力意图产生了积极的影响.
- 消费者的幸福感也对CCM的倾听意图产生了积极的影响.
- 快乐和CCM倾听意图显著预测了CCM忠诚度 (口碑/购买).
结论:
- 线下K-pop粉丝的参与是幸福和CCM倾听的关键驱动力.
- 消费者幸福感和倾听CCM的意图是建立忠诚度的关键因素.
- 这项研究突出了一个新的趋势,将K-pop文化,CCM和消费者心理联系起来.
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