[논문]Influencing Factors in Fans' Consumer Behavior: BTS Meal Distribution in Indonesia

SINGER, Narita Gianini; HIDAYAT, Z.

doi:10.15722/jds.19.9.202109.113

Influencing Factors in Fans' Consumer Behavior: BTS Meal Distribution in Indonesia 원문보기

유통과학연구 = Journal of distribution science, v.19 no.9, 2021년, pp.113 - 123

SINGER, Narita Gianini (Communication Department, BINUS Graduate Program, Bina Nusantara University) , HIDAYAT, Z. (Communication Department, BINUS Graduate Program, Bina Nusantara University)

Abstract ▼ AI-Helper

Purpose: BTS Meal at McDonald's was launched in May 2021 in selected countries all over the world. BTS fans in Indonesia bought the BTS Meal and collectively donated to the online delivery drivers as a form of empathy. As a quantitative study, this paper aims to identify the influencing factors in sociopsychology for fans to buy products (BTS Meal) available online using celebrity endorsement strategy, as well as demonstrating social empathy as an extended effect. Research design, data and methodology: empirical research was conducted through an online survey sent to 150 participants using the purposive sampling method. Participants were BTS fans, or ARMYs, who bought BTS Meal and conducted donations. Data were then sorted and processed with path regression. Results: preference and role model influenced the buying behavior; however, these factors influenced social empathy only when mediated by consumption. Preference and role model alone did not have a direct influence on social empathy. Conclusions: Consumer behavior insight is relevant in distribution science. A meal distribution involving brand ambassadors is considerable, particularly with celebrities demonstrating quality in capturing fans' hearts through role modeling. When a distribution is conducted online using a brand ambassador, buying behavior could lead to a social impact.

주제어

표/그림 (10)

그림 Figure 1: Research model (Jeon, 2015)
표 Table 1: Variables of influencing factors and references
표 Table 2: Reliability testing (Fornell & Larcker, 1981)
표 Table 3: Result of Regression Test Model 1 (Miles, 2005)
표 Table 4: Variations in data used in Regression Model 1 (Hoyt, Leierer, & Millington, 2006)
표 Table 6: Result of Regression Test Model 2 (Miles, 2005)
표 Table 5: Hypothetical test in Regression Model 1 (Hoyt, Leierer & Millington, 2006)
그림 Figure 2: Path coefficient model (Jeon, 2015)
표 Table 7: Variations in data used in Regression Model 2 (Hoyt, Leierer, & Millington, 2006)
표 Table 8: Hypothetical test in Regression Model 2 (Hoyt, Leierer, & Millington, 2006)

AI 본문요약
AI-Helper

대상 데이터

150 respondents filled the online survey, all of them reside in major cities in Indonesia, who bought BTS Meal and gave a donation to the online delivery drivers. Among respondents, 95.

성능/효과

This could provide meaningful implications on distributing products, where distributors and marketers could consider a strategy involving celebrities who demonstrate quality in capturing fans’ hearts through role modeling, for example, BTS. BTS can generate empathetical actions beyond the product itself, and when the distribution is conducted using online channels with the help of online delivery drivers, social empathy is made possible. Choosing the celebrity to be endorsed should not only be for the reason of their popularity.
Meanwhile, the Role Model is also essential in influencing buying behavior. But the Role Model itself does not directly generate social movement related to donation. Preference and Role Model could lead to donation if there is a product or any cause that will drive Social Empathy.
Choosing the celebrity to be endorsed should not only be for the reason of their popularity. Hence, a good combination of distribution and marketing strategy could lead a product distribution to become the talk of the town and produce an impactful selling.
Influencing factors in Buying BTS Meal are Preference and Role Model, while Social Empathy is influenced by Preference and Role Model, but Preference and Role Model only have significant influence if mediated by Buying BTS Meal. In conclusion, consumer behavior insights could drive a better distribution decision. Therefore, it is important to find out how consumers or fans react to a product distribution using celebrity endorsement and the reason behind their social empathy related to that particular product buying.
Preference and Role Model could lead to donation if there is a product or any cause that will drive Social Empathy. Influencing factors in Buying BTS Meal are Preference and Role Model, while Social Empathy is influenced by Preference and Role Model, but Preference and Role Model only have significant influence if mediated by Buying BTS Meal. In conclusion, consumer behavior insights could drive a better distribution decision.
This research is conducted to determine influencing aspects on consumer behavior and social empathy related to a product distribution endorsed by celebrities for fans. Some sociopsychological aspects correlate, and buying behavior can be the reason to demonstrate social empathy.
This could provide meaningful implications on distributing products, where distributors and marketers could consider a strategy involving celebrities who demonstrate quality in capturing fans’ hearts through role modeling, for example, BTS

후속연구

Further studies are encouraged to reveal more information on consumer behavior and its relation with sociopsychology in fandom. For example, it is also practical to research the Role Model to define whether the celebrity’s social action could make the fans imitating the idol in terms of social empathy without any reason (interference of the existence of a product).
Therefore, it is important to find out how consumers or fans react to a product distribution using celebrity endorsement and the reason behind their social empathy related to that particular product buying

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표제어: PCR

동의어: Packet Collision Rate

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