ความสุข ความพึงพอใจ กิจกรรมแฟนด้อมออนไลน์ สถานะทางเศรษฐกิจและสังคม สื่อสังคมออนไลน์ และการส่งเสริมการขายที่ส่งผลต่อความตั้งใจซื้อตั๋วคอนเสิร์ต K-Pop ซ้ำของแฟนคลับในกรุงเทพมหานคร

Waraporn Sangsong; Nittana Tarnittanakorn

Authors

Waraporn Sangsong Graduate School, Bangkok University
Nittana Tarnittanakorn School of Business Administration, Bangkok University

Keywords:

K-Pop concert, repurchase intention, online fandom activities, socioeconomic status

Abstract

The objective of this research was to investigate the impact of happiness, satisfaction, online fandom activities, socioeconomic status, social media, and sales promotion on the repurchase intention of K-Pop concert tickets among fan club members in Bangkok. A questionnaire, validated for content validity and reliability, was employed as the data collection instrument. The sample consisted of 304 K-Pop fans in Bangkok who had previously attended K-Pop concerts. The statistical methods used for data analysis included percentages and multiple regression analysis. The findings reveal that online fandom activities had the strongest influence on fans’ repurchase intention in Bangkok, followed by socioeconomic status and sales promotion, respectively. In contrast, happiness, satisfaction, and social media were found to have no statistically significant effect on the repurchase intention of K-Pop concert tickets.

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