The explosion of “fandom culture” and idol goods purchase intention. an empirical research in Vietnam

Abstract

This study was conducted with the aim of investigating the factors influencing Vietnamese fans' intention to purchase idol merchandise. Using data from a convenience sample of 351 fans in Vietnam who had previously purchased idol merchandise. This study uses a quantitative research approach, gathering data through an online survey. Data analysis will be performed using Partial Least Squares (PLS) analysis in SmartPLS4. The finding revealed that while physical attractiveness and interaction with idols play significant roles in shaping emotional attachment and idol worship, other factors like social attractiveness and professionality do not appear to have a strong influence. Fundamentally, the study indicated that the severity of fandom activities, idol identification, social worship, and emotional attachment significantly influence the intention to purchase idol merchandise. In summary, the study not only contributes to the theory of fans' purchasing behavior in the context of idol industry in Vietnam, but also provides a useful reference framework for brands and marketers to build effective strategies, thereby promoting purchase intentions and long-term brand engagement