Factors Affecting K-POP Albums Online Purchasing

Abstract

This article aimed (1) to study purchasing behavior the purchase of music albums through online channels by fans of South Korean artists; and (2) to study and factors affecting the purchase of music albums through online channels by fans of South Korean artists. It was quantitative research. The instruments used to collect the data included 400 online questionnaires. The participants of this research were fans aged 14 or older who have purchased physical albums of South Korean artists. The statistics used to analyze data were descriptive statistics: frequency distribution, percentage, mean, and standard deviation and multiple regression analysis. The result of the study found that most of the respondents were female, aged between 26 - 31 years old, bachelor's degree, working in private companies, with an average annual income between 180,000 - 300,000 baht. The most popular channels to purchase Korean music albums were: Twitter and pre-ordering. Most of the research participants purchased the albums within the first week it was released in order to increase album sales for the artists. It was also found that the personal factors affecting the number of Korean albums purchased per year included age, occupation, and income-the income also affected the cost of album purchases per year. The factors of marketing mix affecting the number of Korean music albums purchased per year among the fans of South Korean artists through online channels were people and promotion. While the factors of marketing mix affecting the cost of online album purchases by the fans of South Korean artists per year were price and distribution.