Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
권호 표지
DOI QR코드

DOI QR Code

Purchasing Behavior of K-pop Idol Goods Consumers in Korea

  • Kim, Yu Jin (CHIPS inc., Production Development) ;
  • Lee, Jieun (UBASE International, Overseas Sales) ;
  • Lee, MiYoung (Dept. of Fashion Design & Textiles, Inha University)
  • Received : 2018.06.28
  • Accepted : 2018.09.12
  • Published : 2018.12.30
Download PDF
⟨ Previous Next ⟩

Abstract

Idol goods refer to products such as cups and towels, or mementos or souvenirs that are manufactured to gratify the desires of fandom and may include the facial images of a star. The objective of this research was to explore the purchase behaviors of K-pop idol goods. Two hundred and sixty female idol goods purchasers in their twenties participated in an online survey. Cheering tools were the most often purchased idol goods, followed by idol slogans and dolls. To investigate the difference in idol goods' attributes they considered when shopping, respondents were divided into three purchase groups based on their annual total expense for purchasing idol goods. There were significant differences among light, medium and heavy purchasers in terms of goods' price, practical features, and scarcity. The light shopper group was majorly guided by price and practical features as compared to the other two groups, and heavy shopper group was majorly guided by scarcity attribute than in the other two shopper groups. The more they identified their favorite idols, the more they worked hard, the higher their income, the higher the expenses of investing in idol products, the more likely they were to repurchase idol goods. In term of post-purchase behavior of idol goods, most idol goods purchase by fans were stored rather than used, and few indicated that they purchase two identical idol goods for use and storage.

Keywords

HGPSBI_2018_v22n6_1_f0001.png 이미지

Figure 1. Types of Idol Goods Purchase by the Respondents

Table 1. Sample Characteristics

HGPSBI_2018_v22n6_1_t0001.png 이미지

Table 2. Results of Reliability Tests

HGPSBI_2018_v22n6_1_t0002.png 이미지

Table 3. Attributes of Idol Goods Compared by Shopper Group

HGPSBI_2018_v22n6_1_t0003.png 이미지

Table 4. Factors Affecting Repurchase Intention Toward Idol Goods

HGPSBI_2018_v22n6_1_t0004.png 이미지

References

  1. An, E. M., Kim, S. H., Jeun, S, Y., Jin, S. M. & Chung, I.-J. (2012). The effect of fandom activity participation on adolescent school adjustment. Social Science Research Review, 28(2), 421-446.
  2. An, E., Kim, J., Jeun, S., & Chung, I.-J. (2013). The effect of fandom activities on resilience in adolescence in combination with gender differences. Studies on Korean Youth, 24(2), 149-175.
  3. Bae, H. (2012). 팬덤을 통한 하위문화 자본 축적과 활용 [Capital accumulation and utilization of subculture through fandom]. Proceedings of Korean Association for Broadcasting & Telecommunication Studies 2012 fall conference, (pp. 200-205). Seoul: Korean Association for Broadcasting & Telecommunication
  4. Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Englewood Cliffs, NJ: Prentice-Hall, Inc
  5. Cheung, C., & Yue, X. (2000). Idol worshipping for vain glory, illusory romance or intellectual learning: A study in Nanjing and Hong Kong. International Journal of Adolescence and Youth, 8(4), 299-317. doi: 10.1080/02673843.2000.9747859
  6. Fuhr, M. (2015). Globalization and popular music in South Korea: Sounding out Kpop (Vol. 7). Abingdon: Routledge.
  7. Giles, D. C., & Maltby, J. (2004). The role of media figures in adolescent development: Relations between autonomy, attachment, and interest in celebrities. Personality and individual differences, 36(4), 813-822. doi:10.1016/S0191-8869(03)00154-5
  8. Hong, J. Y. (2014). 팬덤문화 [Fandom Culture]. Seoul: Communication Books, Inc.
  9. Jo, S. H. (2015. July.21.). [The new world 굿즈의 신세계 of goods]. VOGUE Korea. Retrieved September 3, 2016, from http://www.vogue.co.kr/2015/07/21/%ea%b5%bf%ec%a6%88%ec%9d%98-%ec%8b%a0%ec%84%b8%ea%b3%84/?_C_=11
  10. Jung, M.-W., & Lee, N.-Y. (2009). Fandom managing stars, entertainment industry managing fandom. Media, Gender, & Culture, 12, 191-240.
  11. Kim, H. (2018, February 2). Evolving idol goods...a mixed view of consumers [진화하는 '아이돌 굿즈'...엇갈린 소비자 시선]. Sisa Journal-e. Retrieved March 19, 2017 from http://www.sisajournal-e.com/biz/articlePrint/179629
  12. Kim, H., & Yoon, T.-J. (2012). How the IDOL system in Korean pop culture works : An explorative study on the dual structure of production/consumption of idol culture. Broadcasting & Communication. 13(4), 45-82.
  13. Kim, S.-A. (2011). A study on the masculinity image of male idol stars and the construction of fandom identity: Focusing on 2PM and SHINee. Media, Gender & Culture, 19(9), 5-38.
  14. Kim, S.-H., & Yang, D.-O (2013). A study on middle-aged female fandom to reality competition TV Star. Media, Gender & Culture, 25, 35-71.
  15. Kim, S.-Y., & Baek, H.-R. (2010). The effect of brand personality and identification of professional baseball female fan on the brand attachment and commitment. Korea Journal of Sports Science, 19(4), 691-702.
  16. Kim, Y. M., Kim, C. K., Hur, J. (2010). The effects of the attribute of professional baseball licensing clothing product on purchase satisfaction, team brand identification, consumer-team brand relationship quality and team brand loyalty. Korea Journal of Sports Science,21(3), 1402-1416. https://doi.org/10.24985/kjss.2010.21.3.1402
  17. Kwon, H. H., & Armstrong, K. L. (2006). Impulse purchases of sport team licensed merchandise: what matters? Journal of Sport Management, 20(1), 101-119. https://doi.org/10.1123/jsm.20.1.101
  18. Kwon, Y. E. (2016, April 5). '엑소 손짜장' '슈주 라면' 잘 나가네 ['Exo Sonjjajang', 'Super Junior Ramen' aregoing well]. Hankookilbo. Retrieved March 19, 2017 from http://www.hankookilbo.com/News/Read/201604050828455921
  19. Lee, N. R. (2016, October 25). 90년대 문방구에서 팔았던 충격적인 물건 목걸이 , DNA [Shocking stuff sold from the stationery store in the '90s, a DNA necklace]. Munhwanews. Retrieved January 6, 2018, from http://www.munhwanews.com/news/articleView.html?idxno=27145
  20. Lee, S. B. (2016, May 2). Banana milk" key ring, "Exo earphone"...consumer-catching 'goods' [마나나우유. 키링, 엑소 이어폰...소비자 줄세우는 '굿즈']. The Korea Economic Daily. Retrieved March 20, 2017, from http://www.hankyung.com/news/app/newsview.php?aid=201605020752i
  21. Lee. S. H. (2015). (A) qualitative study on fandom of 20's women : focused on correlation idol worship and romanticization of the idol, intimacy with the idol, self-esteem (Unpublished Master's thesis). Korea University, Seoul, Korea.
  22. Lim, Y. S. (2002). Adolescent idolization of public stars and psycho-social adjustment. Korean Journal of Youth Studies, 9(2), 57-78.
  23. Mael, F., & Ashforth, B. E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of organizational Behavior, 13(2), 103-123. https://doi.org/10.1002/job.4030130202
  24. Oh, J. Y. (2007). Fandom of married women in their 30s and cultural politics of age: Focusing on 'DongBangShinGi' fandom (Unpublished Master's thesis). Ewha Woman's University, Seoul, Korea.
  25. Ono, K. A., & Kwon, J. (2013). Re-worlding culture. The Korean wave: Korean media go global. London: Routledge.
  26. Park, S. J. (2014, August 1). : 진화하는 팬덤 사랑을 사랑으로 기부문화 앞장서는 팬덤 , [Evolving fandom, love as love, fandom leading the culture of donation]. 10 Asia. Retrieved January 6, 2018, from http://tenasia.hankyung.com/archives/290966
  27. Raviv, A., Bar-Tal, D., Raviv, A., & Ben-Horin, A. (1996). Adolescent idolization of pop singers: Causes, expressions, and reliance. Journal of Youth and Adolescence, 25(5), 631-650. https://doi.org/10.1007/BF01537358
  28. Reysen, S., & Branscombe, N. R. (2010). Fanship and fandom: Comparisons between sport and non-sport fans. Journal of Sport Behavior, 33(2), 176-193.
  29. Seo, E. N. (2015, December 14). 청소년 사로잡는 신종 등골브레이커 굿즈의 세계 ' ' [A world of teen-crazy backbreaker 'Goods']. MBN. Retrieved March 19, 2017 from http://news.mk.co.kr/newsRead.php?no=1177243&year=2015
  30. Sohn, S. (2012). Local context and global fandom of hallyu consumption - The case of korean connection in France. Journal of Media Exonomics & Culture, 10(1), 45-85.
  31. Tajfel, H. and Turner, J. C. (1985). The social identity theory of intergroup behavior. In: Worchel, S. and Austin, W. G. (Eds). Psychology of intergroup relations (pp.7-24). Chicago: Nelson-Hall.
  32. What is K-pop? South Korean music goes global (2016, Aug. 8). The Week. Retrieved March 21, 2017, from https://www.theweek.co.uk/75331/what-is-k-pop-south-korean-music-goes-global
  33. Yang, H. S. (2016). 한류의 핵심 중국 아이돌시장을 노려라 (2) [Go after the Core Chinese Idol Market (2)]. Kotra International Market News. Retrieved March 20, 2017, from https://news.kotra.or.kr/user/globalBbs/kotranews/4/globalBbsDataView.do?setIdx=243&dataIdx=148952

Cited by

  1. Filipino BIGBANG fandom: a textual analysis of online fandom community activities vol.48, pp.4, 2018, https://doi.org/10.1080/01296612.2021.1959704