Influence of K-pop on Online Consumer Behavior and Purchase Intention
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Abstract
The purpose of the study was to investigate the determinants of consumers' online shopping behavior in the K-pop industry. A conceptual model showing a correlation between variables was proposed. A quantitative methodology was used with an online survey conducted with 50 participants through convenience sampling in the city of Machala, which limited the depth of knowledge about the influences and perceptions of buying in the K-pop music industry. Results analyzed with SmartPLS software revealed that influencer marketing strategies and perceived value positively influence consumers' purchase intentions and behavior, while brand attitude does not positively correlate with consumers' purchase intention. This study underscores the critical influence of marketing strategies and perceived brand equity in a market saturated with diverse music products, highlighting their significant impact on consumers' online purchase behavior and their contribution to the success of digital marketing strategies.
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Camila Paulette Moreno-Quizhpe , Universidad Técnica de Machala - Ecuador
https://orcid.org/0009-0004-4264-9569
I am Camila Moreno, an enthusiastic student nearing completion of my Bachelor's degree in Marketing. I have dedicated my career to exploring the field of digital marketing and its positive impact on the market. My interest lies in understanding consumer behavior and applying innovative strategies to meet their needs.
Angely Anabel Ordóñez-del Rosario, Universidad Técnica de Machala - Ecuador
http://orcid.org/0009-0006-6121-4442
Hello! I’m Angely Ordóñez, a marketing student about to finish her degree. He actively participates in academic projects to better understand consumer behavior. My interests focus on emerging trends in the market and finding innovative ways to connect with target audiences.
Stalin Rafael Ramón-Herrera, Universidad Técnica de Machala - Ecuador
http://orcid.org/0009-0006-6758-2967
Professor of the Faculty of Business Sciences of the Technical University of Machala, Author in the elaboration of projects of linkage, Research and topics related to Marketing. Place of residence Santa Rosa-Ecuador.
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