吸引力
忠诚
游戏娱乐
心理学
社会心理学
广告
价值(数学)
营销
业务
艺术
机器学习
计算机科学
精神分析
视觉艺术
作者
Zhuang Ma,Linpei Song,Jiang Zhou,Woon Kian Chong,Wantong Xiong
标识
DOI:10.3389/fpsyg.2022.865698
摘要
Live stream platforms have transformed the production and consumption of music, allowing KPop music to expand globally. Successful KPop idols are contrasted with large numbers of retired KPop performers, some of whom live in undesirable conditions. Drawing on the attachment theory, loyalty theory, and parasocial interaction theory, this study focuses on a unique group, comeback KPop performers, to examine how they acquire empathetic attachment and sustained loyalty from audiences through live stream shows, and the antecedents (i.e., sustained attractiveness, nostalgic experience, and parasocial interactions) of these two variables. Answering these questions seems important because comeback KPop performers have to interact with audiences without the financial and marketing support from entertainment agencies. The structural equation modeling of 288 responses from 176 Chinese and 112 Korean KPop audiences confirmed that empathetic attachment and sustained loyalty are positively associated with audience purchase intentions; sustained attractiveness and parasocial interactions function as antecedents of these two factors. The findings shed light on the comeback KPop performers who co-create value with audiences through live stream platforms, with theoretical contributions to the three theories mentioned above and managerial suggestions to KPop entertainment agencies, comeback KPop performers, and managers of live stream platforms.
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