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Analysis of differences in K-pop Content Update Preference Cycle and Price Elasticity

  • Journal of The Korea Society of Computer and Information
  • Abbr : JKSCI
  • 2022, 27(7), pp.137-144
  • DOI : 10.9708/jksci.2022.27.07.137
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science
  • Received : June 7, 2022
  • Accepted : July 3, 2022
  • Published : July 29, 2022

Youngsik Kwak ORD ID 1 Yunkyung Lee 2 Byeongmin Na 1 Jaewon Hong 1

1경상국립대학교
2한국문화관광연구원

Accredited

ABSTRACT

This study is an empirical study on whether the interval of K-pop content updates and price changes consumer purchasing intentions for domestic fandom commerce platforms that turn their profit structure online and strengthen fandom-based marketing to cope with changes in the digital environment. FGI and a survey was conducted using a conjoint analysis designed to confirm the difference in price elasticity according to the content update interval. As a result, the price elasticity of K-pop content was found to be an inelastic characteristic, and the change in price elasticity according to the content update interval was not statistically significant. This study provides basic data to be used to establish a marketing strategy for the fandom commerce market that will grow in the future.

Citation status

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