The impact of behavioral participation as a mediator for emotional involvement on viewers of K-Dramas' propensity to buy celebrity-related goods in Indonesia
Keywords:
K-Drama, Emotional Involvement, Behavioral Involvement, Intention to Purchase Celebrity-Related Products.
Abstract
The purpose of this study is to analyze the effect of emotional involvement and behavioral involvement on the purchase intention of celebrity-related products for K-Drama viewers in Indonesia. The population in this study were K-Drama viewers who had watched K-Drama at least 10 times and had never purchased celebrity-related products. There were 250 respondents who were sampled in this study. Data collection was carried out by sending questionnaires via Google Forms online. Data processing was carried out with Structural Equation Modeling (SEM) using IBM SPSS AMOS 24 software. This study shows the results that (1) emotional involvement has a positive and significant effect on behavioral involvement. (2) Emotional involvement has no positive and significant effect on the intention to purchase celebrity-related products. (3) Behavioral involvement has a positive and significant effect on the intention to purchase celebrity-related products. (4) Behavioral involvement mediates the relationship between emotional involvement and intention to purchase celebrity-related products.
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Gross, M. J., & Brown, G. (2008). An empirical structural model ofhtourists and places: Progressing involvement and place attachment into tourism. Tourism Management, 29(6), 1141–1151. https://doi.org/10.1016/j.tourman.2008.02.009
Horton, D., & Richard Wohl, R. (2006). Mass Communication and Para-Social Interaction. Psychiatry, 19(3), 215–229. https://doi.org/10.1080/00332747.1956.11023049
Kim, S. (2012). Audience involvement and film tourism experiences: Emotional places, emotional experiences. Tourism Management, 33(2), 387–396. https://doi.org/10.1016/j.tourman.2011.04.008
Kim, S., Kim, S. (Sam), & Han, H. (2019). Effects of TV drama celebrities on national image and behavioral intention. Asia Pacific Journal of Tourism Research, 24(3), 233–249. https://doi.org/10.1080/10941665.2018.1557718
Kin, N., & Farida, N. (2016). Effects of convenience online shopping and satisfaction on repeat-purchase intention among students of higher institutions in Indonesia. Journal of Internet Banking and Commerce, 21(2).
Kishiya, K. (2018). Exploring the impact of celebrity endorsement on product placement effectiveness. International Journal of Marketing & Distribution, 2(1), 25–35. https://doi.org/10.5844/ijmd.2.1_25
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Lee, T. H. (2011). How recreation involvement, place attachment and conservation commitment affect environmentally responsible behavior. Journal of Sustainable Tourism, 19(7), 895–915. https://doi.org/10.1080/09669582.2011.570345
Nugroho, S. A. (2010). Hallyu in Indonesia: The FirstyDecade of the 21st Century. INAKOS & Pusat Studi Korea, 1–13.
Pornpitakpan, C. (2004). The Effect of Celebrity Endorsers’ Perceived Credibility on Product Purchase Intention. Journal of International Consumer Marketing, 16(2), 55–74. https://doi.org/10.1300/J046v16n02_04
Riley, A. H., Sood, S., & Robichaud, M. (2017). ParticipatoryhMethods for Entertainment–Education: Analysis of Best Practices. Journal of Creative Communications, 12(1), 62–76. https://doi.org/10.1177/0973258616688970
Roozy, E., Arastoo, M. A., & Vazifehdust, H. (2014). Effect of Brand Equity on Consumer Purchase Intention. Indian J.Sci.Res, 6(1), 212–217.
Tabachnick, B. G. (2007). Using Multivariate Statistic.
TabloidBintang. (2013). Apa Yang Mengawali Booming Drama Korea di TV Bukan Endless Love. Tabloid Bintang. http://www.tabloidbintang.com/extra/wikibintang/17961-apa-yangmeng awali-booming-drama-korea-di-tv-bukan-endless-love-lho.html)
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U. Ahmed, Z., Sam Al-Kwifi, O., Saiti, B., & Bin Othman, N. (2014). Consumer behavior dynamics of Chinese minorities. Journal of Technology Management in China, 9(1), 6–23. https://doi.org/10.1108/jtmc-10-2013-0038
Wibowo, A. (2020). Perilaku Konsumen & Hubungan Masyarakat. Yayasan Prima Agus Teknik.
Wirth, W., Hofer, M., & Schramm, H. (2012). The Role of Emotional Involvement and Trait Absorption in the Formation of Spatial Presence. Media Psychology, 15(1), 19–43. https://doi.org/10.1080/15213269.2011.648536
Yen, C. H., & Teng, H. Y. (2015). CelebrityiInvolvement, Perceived Value, and Behavioral Intentions in Popular Media-Induced Tourism. Journal of Hospitality and Tourism Research, 39(2), 225–244. https://doi.org/10.1177/1096348012471382
Published
2023-06-30
How to Cite
Salsabila, S. T., & Masdupi, E. (2023). The impact of behavioral participation as a mediator for emotional involvement on viewers of K-Dramas’ propensity to buy celebrity-related goods in Indonesia. Marketing Management Studies, 3(2), 182-191. https://doi.org/10.24036/mms.v3i2.366
Section
Articles
