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Predicting consumer behaviour toward digital K-pop albums: An extended model of the theory of planned behaviour

Author

Listed:
  • Wibisono, Nono

    (Associate Professor of Business Administration, Politeknik Negeri Bandung, Indonesia)

  • Arrasy, Bieke F.

    (Marketing Study Program Graduate, Politeknik Negeri Bandung, Indonesia)

  • Rafdinal, Wahyu

    (Assistant Professor of Business Administration, Politeknik Negeri Bandung, Indonesia)

Abstract

This study examines intent to purchase digital K-pop albums among K-pop fans in Indonesia. It employs the extended theory of planned behaviour (TPB) by integrating two additional variables: (1) frequency of K-pop consumption and (2) idol worship. The data, collected from 421 Indonesian K-pop fans, were processed using the structural equation model—partial least square modelling technique. The results indicate that, with the exception of attitude toward digital K-pop albums, all TPB constructs positively and significantly affect the purchase intentions of K-pop fans. Meanwhile, the attitude toward the digital K-pop album variable has a significant negative impact on purchase intention. The two additional variables (ie frequency of K-pop consumption and idol worship) influence fans to be more open to Korean culture and music. These findings will help the K-pop industry develop a strategy to better understand fan purchase behaviour in order to increase the popularity of K-pop both at home and abroad, and hence drive sales. This study is the first to empirically employ the extended model of TPB by integrating idol worship and frequency of K-pop consumption to analyse the purchase intentions of K-pop fans.

Suggested Citation

  • Wibisono, Nono & Arrasy, Bieke F. & Rafdinal, Wahyu, 2022. "Predicting consumer behaviour toward digital K-pop albums: An extended model of the theory of planned behaviour," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 7(1), pages 19-33, March.
    • Handle: RePEc:aza:jcms00:y:2022:v:7:i:1:p:19-33
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    More about this item

    Keywords

    K-pop; idol worship; fan purchase intention; theory of planned behaviour;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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