This study focuses on the transformative impact of idol-centered fandom culture on cultural consumption patterns and the resulting impact on the Korean musical market, and how idol fandom characteristics and consumption value affect audience immersion...
This study focuses on the transformative impact of idol-centered fandom culture on cultural consumption patterns and the resulting impact on the Korean musical market, and how idol fandom characteristics and consumption value affect audience immersion and repurchase intention in the Korean musical industry. The purpose was to find out whether
The results of testing the hypothesis based on 558 survey data are as follows.
First, fandom identification and participation appeared to be major factors predicting audience immersion, while distinctiveness had no significant effect. This suggests that the uniqueness of a fandom may attract initial interest but is less important for long-term commitment. Second, it was found that the distinctiveness, identification, and participation of fandom characteristics had a significant effect on repurchase intention, and that strong fandom participation could actually have a negative effect on immersion and repurchase intention. Third, in terms of consumption value, the influence of social value and ego value was rejected, but emotional and aesthetic values were found to have a positive effect on audience immersion. These results show that K-pop idols' participation in musicals can play an important role in increasing audience immersion and repurchase intention. Fourth, the social value, ego value, emotional value, and aesthetic value of consumption values all influenced repurchase intention. This means that the value audiences derive from idol-related consumption directly influences their decisions to revisit music experiences. Fifth, it was confirmed that audience immersion has a direct positive effect on repurchase intention, which means that the more immersed the audience is in the musical, the stronger the repurchase intention. Sixth, audience immersion was found to play a mediating role in the relationship between fandom distinctiveness, identification, participation, and repurchase intention. Lastly, various dimensions of social value, ego value, emotional value, and aesthetic value of consumption value. It emphasizes the mediating role of audience immersion in influencing the relationship between and repurchase intention.
This study provided an understanding of how these changes deepen audience participation and increase the desire to revisit musical experiences in a cultural environment where K-pop idols are actively entering musical theater. It is anticipated that these research results will have important implications for musical production and marketing strategies.