Predicting consumer behaviour toward digital K-pop albums: An extended model of the theory of planned behaviour

Abstract

This study examines intent to purchase digital K-pop albums among K-pop fans in Indonesia. It employs the extended theory of planned behaviour (TPB) by integrating two additional variables: (1) frequency of K-pop consumption and (2) idol worship. The data, collected from 421 Indonesian K-pop fans, were processed using the structural equation model—partial least square modelling technique. The results indicate that, with the exception of attitude toward digital K-pop albums, all TPB constructs positively and significantly affect the purchase intentions of K-pop fans. Meanwhile, the attitude toward the digital K-pop album variable has a significant negative impact on purchase intention. The two additional variables (ie frequency of K-pop consumption and idol worship) influence fans to be more open to Korean culture and music. These findings will help the K-pop industry develop a strategy to better understand fan purchase behaviour in order to increase the popularity of K-pop both at home and abroad, and hence drive sales. This study is the first to empirically employ the extended model of TPB by integrating idol worship and frequency of K-pop consumption to analyse the purchase intentions of K-pop fans.