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. In order to crossover activities of K-pop stars on the loyalty of college measure the two elements above, 14 items were made up. student consumers, this study deduced a research hypothesis based on preceding studies. In order to verify this, the questionnaire was comprised focusing on measurement items for each variable, and surveys were held for college students currently enrolled in universities in Seoul and adjacent areas.
ISBN: 1-60132-432-4, CSREA Press © 62 Int'l Conf. e-Learning, e-Bus., EIS, and e-Gov. | EEE'16 |
[Table 1] Questionnaire Composition
Cronbach's Variables Measurement Items No. of Questions Scale α
-Preferred Hallyu contents genre Hallyu star information -Path for acquiring information Nominal and Hallyu contents on Hallyu contents 3 scale consumption media -Hallyu contents consumption media
.805 Acting 5 Crossover .755 celebrity Reliability / approachability / amicability / activities of Music 5 charm / support K-pop .824 stars CF 5 Likert's 5 point scale .879 Sustainability / interest level of others / Loyalty to identification / sense of unity / interaction / 7 star reliability / affection Loyalty Participation level / intimacy / interaction / Loyalty to .964 reliability / sense of unity / change in attitude / 7 community affection Nominal Demographical features Gender/major/year in school 3 scale Total number of questions 35
3 Theoretical Background [Table 2] Definition of Hallyu Researcher (Year) Definition Jung Sang-chul et 3.1 Contents of Hallyu Korean Culture Phenomenon Trends in al., Southeast Asia of the Chinese Cultural Belt Hallyu refers to not only Korea's popular culture, but (2002)[5] items related to Korea made into products to fit the preference Shin Yoon-hwan Phenomenon of Korean Popular Culture of people from other nations and receiving popularity. Hallyu (2002)[6] Trending in East Asia is a term that was made in China and it is a phenomenon that Cultural Phenomenon of East Asian started with Kroean dramas in which people admire and want Korea Tourism Adolescents Admiring and Wanting to Learn Corp. about Korean Popular Cultural Contents to learn about Korea's popular culture such as movies, music, (2003)[7] (music, drama, movies, etc.) and Korean fashion and food, and the celebrities who are the target of such Celebrities popular culture. In the fall of 1999, the Korean Ministry of Korean Pop Culture Boom that Began Asian Culture and Tourism distributed an album(Song from Korea) Jang Soo-hyun Countries such as Mongolia, Vietnam, Japan to promote Korea's popular culture overseas, and from this (2004)[8] and the Chinese Cultural Belt such as China, time on, the term 'Hallyu' was officially used in Korea [3]. Taiwan and Hong Kong from the Late 1990s Koh Jung-min et al., Since then, Hallyu expanded from pop culture contents to 'Korea' Preference Phenomenon Overseas preferences for products related to Korea and this was called (2005)[9] Cultural Phenomenon to Admire and Learn Shin-Hallyu(New Korean Wave). Thus, Shin-Hallyu refers to Shin Yoon-hwan, about Korean Popular culture (music, drama, the added-value industry that OSMU's(One Source Multi Use) Lee Han-woo fashion, games, food, hair style, etc.) in China, (2006)[10] the Hallyu contents to create actual achievements in related Taiwan, Hong Kong and Vietnam industries such as tourism, shopping and fashion [4]. When Cho In-hee, Yoon summing up the numerous definitions on Hallyu above, Hallyu Yeo-gwang Global Interest Phenomenon on Korean Culture occurred in a specific period and is on formats and contents (2013)[11] standardized in a given country, *Recomposed by researcher based on preceding studies place and period, and is an on-going cultural phenomenon that are not past-tense cultural contents, but continuously being generated and developed going beyond time and space.
ISBN: 1-60132-432-4, CSREA Press © Int'l Conf. e-Learning, e-Bus., EIS, and e-Gov. | EEE'16 | 63
3.2 Crossover Activities of K-pop Stars Third is the 'CF activity' represented by advertisement activities : Chinese and Japanese consumers tend to feel higher 1) K-pop Stars intimacy and kinship with Korean stars who have similar Stars are cultural products with socio-economic value. appearances and share cultural and emotional values. Thus, Stars have social power and create massive values by companies use Hallyu stars with high popularity in overseas mobilizing fans and being distributed as an economic product. markets as models for their brands, and they are constructing Furthermore, stars create a processed image through and strengthening their brand image through the image of multimedia such as drama, movies, music videos, music, CF, Hallyu stars. and broadcasts. The processed image of a star created by a producer becomes the unique character that symbolizes that 3.3 Consumer Loyalty star, and as that character forms more contact points with consumers, that star's influence and power rises. Therefore, The definition of consumer loyalty is as follows. stars are not simply producers of popular culture, but are one- Oliver(1999) defined loyalty as a psychological attachment to person companies with various economic ripple effects, and repurchase their preferred product or service despite outside are social symbols that encourage the commercial desires of influences or marketing that could bring about a change in fans and commands their absolute loyalty. behavior [16]. Johns and Taylor(2007) [17] said that loyalty is Among the various types of Korean music, K-pop can be the intent to continuously use a previous supplier based on defined as music by idol groups(girl and boy groups) gaining past experiences and expectations for the future [18]. The huge attention among youngsters around the world. In other concept of loyalty first appeared in the 1940s and at the time, words, this is a concept in which it is pop music in Korea, but it was conceptualized in the singular dimension of repurchase it transforms into K-pop by being consumed overseas [12]. In behavior [19]. Day(1969) claimed that in addition to loyalty addition, K-pop stars can be defined as singers(including idol from a behavioral aspect, loyalty in an attitude aspect was also groups) that perform such music. important [20]. Day(1969) stated that the reason for this was 2) Categories of Hallyu Star Activities because that for the concept of loyalty from a behavior aspect, There are various fields in popular culture and popular culture it is necessary to differentiate from true loyalty and false contents that affect Hallyu such as drama, movies, loyalty resulting from inevitability [21]. In other words, music(albums or concerts), sports, food, fashion, cosmetics, having 'true loyalty' is when the consumer voluntarily becomes and games. The Hallyu phenomenon spans across various enthusiastic for the character or image of a star, and it can be cultural spectrums and they differ slightly depending on the explained as continuously consuming relevant products country and society [13]. According to the Korea Creative derived from such. For the attitude aspect, Jones and Content Agency (2014), the contents industry can be Taylor(2007) [22] said that it includes ߇level of described as industries related to production-distribution- differentiation from substitutes, ߈relative attitude that shows consumption, and the scope is defined as 11 fields(publication, the intensity of preference, ߉recommendation intent to other comics, music, concert, games, animation, advertisements, consumers, and ߊaltruism to help the service provider or broadcasts, characters, knowledge information, contents other consumers. Furthermore, loyalty from a cognitive aspect solutions) according to the '2012 Standard Contents Industry has recently been highlighted. Cognitive loyalty is based on a Statistics Report' [14]. Therefore, this study focuses on the conscious evaluation for the benefits and compensation for three crossover activities of K-pop stars as shown below. consumers such the repurchase of a specific brand or First is the 'acting activity of Hallyu stars' represented by continuous use [23]. Thus, when interpreting the concept of movies and broadcasts (dramas) that have the biggest loyalty in the broad sense, it can be divided into the three influence among popular cultural contents. : Dramas were the aspects of behavioral, attitude and cognitive. first to start the Hallyu boom in the Asian market(China, Japan, Southeast Asia) and acquiring the absolute loyalty of overseas consumers. Actors in these Hallyu dramas became Hallyu stars 4 Research Results and through these stars, they acquired an emotional intimacy 4.1 Characteristics of Research Subjects with Korea. The emotional intimacy on Korea resulted in the cycling effect that led to likings for Korean culture and The demographical features of the 219 college students preference for Korean product. Second is the 'music activity' who are the subjects of this study are as shown in