한국 대중음악 소비자의 소비동기와 소비행동

Abstract

The purpose of this paper is to understand the consumption motivation and consumption behavior of Korean pop music for Generation Z, the main domestic consumer who consumes Korean pop music. Since popular music is a thoroughly audience-centered culture, the tastes and needs of the audience have a profound influence on the production of popular music. The related industry is paying attention to Generation Z as the main acceptance group of Korean pop music and the main consumer group that has led to global interest in Korean pop music. They are now the main consumers of the music and entertainment industries and see them as a new group of consumers who will exert a huge influence on the future market at home and abroad. For the growth and development of Korean pop music, research should be conducted to identify the main motivational and behavioral characteristics of Generation Z consumers, a group of domestic audiences with high exposure and acceptance rates to Korean pop music.