Determinants of Filipino Fans' Willingness to Pay for Fourth Generation K-Pop Concerts

Date

6-2025

Degree

Bachelor of Science in Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Deborah B. Gay

Committee Member

Ma. Nova R. Nguyen, Gideon P. Carnaje, Maria Angeles O. Catelo

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For non-UP researchers, requests for access to this material may be directed to the CEM Library at cemlibrary.uplb@up.edu.ph or to the UKDR administrator at uscs-mainlib.uplb@up.edu.ph

Abstract

The world of K-pop boasts innovative concepts throughout its generations. Most of the 4th Generation K-pop groups debuted during the COVID-19 pandemic, requiring them to have innovative solutions to thrive in the online world. Philippines remained as a leading market for K-pop, as seen in merchandise sales and the surge of concerts after pandemic regulations eased, significantly contributing to local K-pop and related industries. The need for more attention on the local K-pop scene prompted the need for this study, particularly regarding concerts, willingness to pay, and demand.

An adopted questionnaire was utilized to collect data from Filipino 4th Generation K-pop fans, mainly to analyze how socio-demographic profile, concert attendance motivations, and concert pricing strategies influence WTP for K-pop concerts. The mean WTP for a 4th Generation K-pop concert ticket is 12,428.12 pesos. Results show that the ranking of concert attendance motivations differ between low and high WTP respondents. However, for pricing strategies, the ranking results for both groups are the same.

Multiple linear regression was utilized to determine which among the independent variables significantly affected WTP. Findings show that household location (Mindanao), monthly income, status enhancement, and past concert attendance has a significantly positive effect on WTP, while novelty has a significantly negative effect on WTP. Past concert attendance as a moderating variable significantly moderated the effect of household location (Visayas and Mindanao), monthly income, and dynamic pricing. The effect of household location (Visayas and Mindanao) increases WTP due to past concert attendance. In contrast, past concert attendance decreases the effect of monthly income and dynamic pricing on WTP.

Language

English

LC Subject

Popular music—Korea (South), Concerts, Willingness to Pay, Consumer behavior

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2025 E2 B45

Notes

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Document Type

Thesis

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