The Phenomenon of K-pop Fans’ Behavior on Social Media: Insights from the Unified Theory of Acceptance and Use of Technology
Over the past decade, the global rise of K-pop (Korean pop music) has been accompanied by a fervent and dedicated fan base that has left a significant impact on social media platforms. K-pop fans, known as “fan armies” or “fandoms,” have embraced digital platforms to connect, support, and promote their favorite artists. Their behavior on social media has become a subject of fascination and analysis, shedding light on the powerful influence and unity within these communities. This article explores the behavior of K-pop fans on social media, examining their motivations, engagement, and its correlation with the Unified Theory of Acceptance and Use of Technology.
Understanding the Unified Theory of Acceptance and Use of Technology
The Unified Theory of Acceptance and Use of Technology (UTAUT) is a theoretical framework that explores the factors influencing users’ acceptance and use of technology. Developed by Venkatesh et al. (2003), UTAUT incorporates four key constructs: performance expectancy, effort expectancy, social influence, and facilitating conditions.
