This research paper investigates the profound impact of K-pop culture on the consuming behavior of young people in China. As the global phenomenon of K-pop continues to gain popularity, understanding its influence on consumers is imperative. To achieve this, we employed a mixed-methods approach involving surveys and close-up interviews to gauge participants' attitudes towards entertainment companies and their past purchasing experiences. The study distributed surveys to a diverse sample of Chinese youth, probing their perceptions of K-pop entertainment companies and the influence of these companies on their purchasing decisions. Subsequently, five in-depth interviews were conducted to delve deeper into individual experiences and uncover nuanced insights into consumer behavior. Our findings suggest a significant correlation between K-pop culture exposure and consumer behavior, with a particular emphasis on the role of gender. Young females, in particular, exhibited a propensity for irrational purchases influenced by their engagement with K-pop culture. These purchases often transcended traditional buying patterns and were driven by emotional connections to idols, merchandise, and fandom-related activities. This research underscores the critical role of K-pop culture in shaping the consumption patterns of Chinese youth, shedding light on the marketing strategies of entertainment companies targeting this demographic. The implications of our findings extend to businesses seeking to engage with this burgeoning consumer market, as well as scholars interested in the intersection of pop culture and consumer behavior.

Shuang Chen. The Influence of K-pop Culture on the Consuming Behavior of Chinese Urban Youth and Adolescence. Academic Journal of Humanities & Social Sciences (2023) Vol. 6, Issue 22: 15-20. https://doi.org/10.25236/AJHSS.2023.062203.

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