The Influence of BTS Fandom on Artist Engagement and Purchase Intentions
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Abstract
This study aims to 1. examine the identity, engagement, loyalty, and purchase intentions of BTS fandom; 2. examine the influence of BTS fandom identity and engagement on loyalty and purchase intention; and 3. examine the partial mediating ability of BTS fandom loyalty. Data were collected from 800 members of the BTS fandom called “ARMY”, who follow the Candyclover house. The results show that the BTS fandom’s identity, engagement, loyalty, and purchase intention significantly influence loyalty, which in turn significantly affects purchase intention. However, the study also found that the BTS fandom’s identity did not influence loyalty to the artist, which did not influence purchase intention. The partial mediation analysis showed that loyalty to the artist was a partial mediation factor between the BTS fandom’s identity and purchase intention, with statistical significance. Loyalty to the artist also partially mediated the relationship between engagement and purchase intention, with the Variance Accounted Value (VAF) indicating statistical significance.
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บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสาร สักทอง : วารสารมนุษยศาสตร์และสังคมศาสตร์ สถาบันวิจัยและพัฒนา มหาวิทยาลับราชภัฏกำแพงเพชร
ข้อคิดเห็นใดๆ ที่ปรากฎในวารสารเป็นวรรณกรรมของผู้เขียนโดยเฉพาะ ซึ่งมหาวิทยาลัยราชภัฏกำแพงเพชรและบรรณาธิการไม่จำเป็นต้องเห็นด้วย
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