본문 바로가기
  • Home

Development of the Online Activity Index of K-pop Fans

  • Journal of The Korea Society of Computer and Information
  • Abbr : JKSCI
  • 2021, 26(9), pp.201-212
  • DOI : 10.9708/jksci.2021.26.09.201
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science
  • Received : August 24, 2021
  • Accepted : September 23, 2021
  • Published : September 30, 2021

Youngsik Kwak ORD ID 1 Jaewon Hong 1 Nam, Yoon Jung 2 Kang-Il Han 3 Kim mihee 4 Byeongmin Na 1 Xue Wang 1 HEFENG SONG 1

1경상국립대학교
2비노컨설팅
3중국대외경제무역대학교
4목원대학교

Accredited

ABSTRACT

This study aims to empirically measure K-pop fans' content and the extent of online activities. To achieve the purpose of the study, the researchers identify the statistically significant online activities that determine the intensity of fan attachment toward K-pop artists. Further, the research confirms the relative importance of various meaningful online activities. Consequently, we can develop the K-pop Online Activity Index (KOAI) model and apply it to this index model empirically for each respondent. We found that the model consists of five online activities of K-pop fans: whether joining the fan club or not, whether paying per view V live+ or not, whether watching VODs associated with artists or not, the degree of fan club writing, the degree of watching a lot on YouTube to improve the value of my artists. This study has practical significance in that it allows K-pop marketers to improve their marketing performance by providing content that will enable them to more efficiently and effectively allocate marketing resources to various online activities to get fan responses. It allows accumulating academic knowledge to understand the behavior in the field of online behavior for K-pop fans.

Citation status

* References for papers published after 2022 are currently being built.

This paper was written with support from the National Research Foundation of Korea.