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Effects of Crossover Activities by K-Pop Stars on College Student Consumer Loyalty

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Effects of Crossover Activities by K-Pop Stars on College Student Consumer Loyalty 60 Int'l Conf. e-Learning, e-Bus., EIS, and e-Gov. | EEE'16 | Effects of Crossover Activities by K-pop Stars on College Student Consumer Loyalty Yeokwang Yoon1, Inhee Cho2, Chungon Kim3, Hyeju Lee4, SungHoon Park5 1Sportschosun Reporter 2Namseoul University Adjunct Professor 3Dankuk University Professor 4ChungAng University Professor 5ChungBuk National University Professor Abstract - The 'genre destruction' of K-pop stars is Keywords: Hallyu, K-pop star, Crossover activity, Loyalty, continuing to accelerate. Rather than captivating consumers Fandom around the world simply with singing and dancing, they are engaged in crossover activities expanding to the fields of 1 Introduction acting and commercial films based on their music. They are de-idolizing by going beyond the boundaries of singing, 1.1 Background and Purpose of Research acting as commercial models. These idols in various From Yoona of 'Girls' Generation; to Seolhyun of activities such music and acting or music and advertisements 'AOA'! are called 'actor-dols' and 'CF-dols'. stud So how do fans evaluate these crossover activities of K-pop stars? The fields of activities of K-pop stars who mainly focused on Unfortunately, there are few preceding studies on the singing and dancing have been expanding boundlessly. De- crossover activities of K-pop stars and there are insufficient idolizing that crosses over the boundaries of singers, actors studies on the effects of 'genre destroying' activities of idol and commercial models are in full gear. In the case of first- singers on consumer loyalty. Therefore, this study identifies generation K-pop stars, once they reached a certain level of the impact of crossover activities by K-pop stars on fan popularity, they began acting in the manner of a 'two- loyalty among college students, who are the biggest cropping system', but there are many cases today where they consumer groups of K-pop to provide implications on Hallyu move strategically right after their debut. 'Kara', one of the marketing, etc. The components of variables deduced from top K-pop girl groups, officially announced that they preceding studies are as follows. The crossover activities of disbanded on January 15, 2016. After enjoying huge K-pop stars were set in the three fields of acting, music and popularity as second-generation idol groups together with CF (commercial films, advertisements) and the fan loyalty of 'Girls' Generation' and 'Wonder Girls', they gave up their consumers were categorized as star loyalty and fan lucrative Japanese market and began their career as actresses community loyalty. Furthermore, the hypothesis was set [1]. Then why do idol stars also act or decide to change their based on preceding studies, and in order to examine the career paths altogether into actors? While there may be a influencing relationships, surveys were held for college ents number of reasons, the biggest would be financial profits. By in Seoul and surrounding areas. The empirical analysis becoming a popular actor, their income model can become results of this study are as follows. First, it was found that the diversified such as by appearing in advertisements. Suzy of crossover activities of K-pop stars affected the 'star loyalty' of the girl group 'Miss A' became an established actress and college consumers. In other words, the loyalty of consumers posted earnings of over 10 billion won and Hyeri also earned for K-pop stars were found to be a compound outcome of not over six billion won in advertisements since appearing in the only music activities, but various celebrity activities (acting, tvN drama 'Reply, 1988'. Thus, there are many cases in CF, etc.). Second, it was found that loyalty in communities which all members of idol groups such as Secret, Girl's Day was only affected by music activities, while acting and CF and CN Blue all double over as actors and actresses [2]. So activities did not have significant impact on community how do domestic consumers evaluate the crossover activities loyalty. Community activities are completed with the of K-pop stars? Most studies on K-pop stars until now only assertive participation and actions of fans. It can be said that described the Hallyu phenomenon or measured the musical it is the most assertive method of expressing loyalty. reactions of Japanese and Chinese consumers through Therefore, while it is good for K-pop stars to engage in surveys. The studies were on K-pop stars only as singers. various celebrity activities through genre destruction, they However, K-pop stars are expanding their domain of are also expected to strengthen their identity as idols through popularity through various genres in addition due to their music. 'day job' as 'actor-dol (acting idols)' and 'CF-dol (idols who are CF (commercial film; advertisement) idols)'. It is now difficult to pin-point K-pop stars and call them singers. This ISBN: 1-60132-432-4, CSREA Press © Int'l Conf. e-Learning, e-Bus., EIS, and e-Gov. | EEE'16 | 61 is because the popularity of K-pop stars manifests through Surveys were conducted for a total of ten days from the combination of celebrity activities in diverse genres such December 11 to December 21, 2015 for this study. A total of as musical activities, acting, and CF. There are very few 228 people participated in this survey, and excluding nine academic studies on the crossover activities of K-pop stars as questionnaires with insufficient responses, 219 well. There are very few preceding studies that evaluates the questionnaires were used for analysis. crossover activities of K-pop stars by consumers, as well as studies measuring the influence relationship of the activities 2.2 Questionnaire Composition by genre of K-pop stars on domestic consumer loyalty. Therefore, this study aims at examining the consumer The questionnaire was comprised based on the theories preference and interaction according to the crossover and results of preceding studies. the questionnaire was activities of K-pop stars among college students who are the drafted in four areas such as ߇acquisition of information on major consumer groups in Korea, and then to empirically Hallyu stars(contents) and Hallyu contents consumption identify their influencing relationship. The detailed goals of media, ߈crossover activities of K-pop stars, ߉loyalty of this study are as follows. First, it is to verify the most consumers, and ߊdemographical features. For the internal preferred Hallyu contents genre for college student consistency of items measured in the 'crossover activities of consumers, and to check how they obtain information on K-pop stars' comprised of five areas, the Cronbach's α Hallyu stars and contents through which media, and how the coefficient was .805 for 'acting activities', .755 for 'music consume the Hallyu contents. Second, college student activities', and .824 for 'CF activities'. Cronbach's α consumers will be examined on how they evaluate the coefficient for items measured in 'consumer loyalty' crossover activities of K-pop stars. Third, the effects of comprised of seven areas was found to be .879 for 'loyalty to crossover activities by Hallyu stars on college student loyalty star' and .964 for 'loyalty to community'. will be verified. Fourth, the impact on crossover activities of Hallyu stars on the fan community activities of collegiate 2.3 Organizational Definition of Variables consumers will be examined. 1) Crossover activities of K-pop stars 1.2 Research Hypothesis Crossover activities of K-pop stars, which are This study is on verifying the influencing relationship of independent variables, are defined as TV dramas, songs and the crossover activities of K-pop stars on college student CF(commercial films, advertisements) with the biggest consumer loyalty. The following hypotheses were set for this. influence and ripple effect among the various Hallyu contents 1) [Hypothesis 1] The crossover activities of K-pop stars will including Korean dramas, songs, movies, musicals, CF, food have a significant positive (+) impact on consumer loyalty. and fashion, which are attracting popularity throughout the 1-1) The acting activities of K-pop stars will have a world. In order to accurately measure the crossover activities significant positive (+) impact on loyalty towards the stars. of Hallyu stars in this study, the components per contents 1-2) The music activities of K-pop stars will have a genre of Hallyu stars based on preceding studies were set as significant positive (+) impact on loyalty towards the stars. ߇acting activities of Hallyu stars, ߈music activities of 1-3) The CF activities of K-pop stars will have a significant Hallyu stars, and ߉CF activities of Hallyu stars, and was positive (+) impact on loyalty towards the stars. broken down into 15 areas of measurement in relation to 2) [Hypothesis 2] The crossover activities of K-pop stars will consumer loyalty. have a significant positive (+) impact on fan community 2) Consumer loyalty loyalty. In this study, consumer loyalty is defined as 'the 2-1) The acting activities of K-pop stars will have a emotional fellowship and actual behavior modes with Hallyu significant positive (+) impact on fan community loyalty. stars felt by consumers' based on preceding studies. The two 2-2) The music activities of K-pop stars will have a following elements were extracted to find the loyalty scale of significant positive (+) impact on fan community loyalty. stars for consumers. 2-3) The CF activities of K-pop stars will have a significant ߇Loyalty desire for stars: Level of emotional identification positive (+) impact on fan community loyalty. as a fan of a specific star and expression in behavior with a 2 Research Method sense of intimacy. ߈Loyalty desire for fan community: Level of sense of 2.1 Survey Target and Method belonging as a member of a specific star's community and In order to identify the influencing relationship of assertive participation with a sense of unity.
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