THE MEDIATING EFFECTS OF PERCEIVED VALUE AND PRODUCT SCARCITY ON THE RELATIONSHIP BETWEEN KOREAN-ARTIST FANATICISM AND PURCHASE INTENTION OF FANDOMS

Abstract

The objective of this research was to study the mediating effects of

perceived value and product scarcity on the relationship between Korean-artist

fanaticism and intention to purchase artists’ official product of fandoms. Research

population were consumers who had identified themselves as Korean-artist

fandoms. Convenience sampling was applied to select 240 samples. The research

tool was the unstructured, close-ended questionnaire that had passed both the

validity and reliability tests, with Cronbach’s Alpha ranged from .75 to .90.

Descriptive statistics was utilized in the analysis, and Multiple Regression Analysis

(MRA), at .05 significance level, was applied in testing the hypotheses. Results

reveal that the coefficient of determination of the parallel mediation model is

equal to 21.45%. The direct effect of the independent variable, Korean-artist

fanaticism, on fandoms’ intention to purchase Korean artists’ official products is

equal to .45. Perceived value and product scarcity mediate the relationship

between Korean-artist fanaticism and purchase intention, the effect sizes of the 2

mediator variables are .04 and .06 respectively.