Abstract
K-pop merchandise, as one of the main trends in current fashion development, is continuously expanding its audience and influence, particularly among teenagers. This paper conducts a comprehensive study on the impact of K-pop merchandise on the consumer behavior of university students in Shanghai through surveys and interviews. It aims to analyze the consumption behaviors and preferences of these students concerning K-pop merchandise, thereby exploring the significant effects of K-pop merchandise on this student group. The study finds that the consumption behavior of Shanghai university students regarding K-pop merchandise has long-term characteristics. Their purchasing decisions are directly influenced by their internal economic levels and indirectly by the external behaviors of fan communities. However, the cognitive and rational levels of university students are also improving, and their consumption behavior towards K-pop merchandise is shifting towards more rational and value-based decision-making. Overall, the influence and reach of K-pop merchandise are growing, and it is expected to have a sustained impact on the consumption behavior of university students in Shanghai in the future.
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