Generational Changes in Consumer Psychology and Consumer Value of K-Pop Fandom and Idol Goods Design

Background Recently, the K-pop goods market has been growing at a rapid pace as the consumption of various goods derived from K-pop music and culture has expanded. This study focuses on the growing idol goods market, which has yet to be systematically researched, and examines how the consumer psychology and consumer value of K-pop goods and their designs have changed over time. Methods To achieve the research objectives, we conduct in-depth interviews with fifteen K-pop fans selected from the first, second, and third generations and analyze the changes in the consumer psychology and consumer value of K-pop goods by generation. In the analysis, we organize the keywords shown in each interview into categorized codes and find common and distinct themes among the three generations of fans. Result Comparing the commonalities and differences in the characteristics of goods designs and in the themes that reflect the fans’emotions and behaviors between each generation shows the changes in consumer psychology and consumer value over time. Conclusion This study provides academic insights into the development of the K-pop goods market and fans’ perception of goods according to the trend at that time.