Implications of Korean pop fan participation and ethical dilemmas in fan economy on consumer behavior

The K-pop phenomenon has become increasingly popular, with fans willing to spend significant amounts on merchandise, concert tickets, and other products and services related to their idols. However, this popularity has raised concerns about the possible implications of fan participation and ethical dilemmas within the fan economy on consumerism. This research aims to gain meaningful insights into the motivations of fans who participate in the K-pop fan economy. To achieve this, a quantitative research method was used to assess the implications of K-pop fan participation and ethical considerations on consumer behavior. A 4-point Likert scale survey was administered to the 300 purposively sampled respondents. The study used regression analysis and a weighted mean to analyze the responses. The results show that K-pop fans actively engage in the fan economy, despite the perception of ethical dilemmas in their activities. Their consumption behavior is largely affected by cultural, social, personal, and psychological factors, with the latter providing the highest influence. Moreover, the findings reveal that K-pop fan participation and ethical dilemmas have a positive relationship with consumer behavior. The above findings call for furthering fans' knowledge of ethical consumption. Likewise, the study identifies an imperative need to explore fan behavior across cultures and demographics to assist in regulating business practices in the K-pop fan economy and promoting positive consumerism.