Introduction
Research background and motivations
Understanding consumer behaviors in music consumption is a significant and continuous phenomenon requiring sustained attention, especially when language barriers and lack of distribution channels exist. Music, if treated as brands, can benefit from understanding its global consumer base in the form of increased consumer preferences and purchase likelihood (Llonch-Andreu, LópezLomelí, & Gómez-Villanueva, 2016; Yang, Jin, & Sheng, 2017). As a product, music is a powerful commodity unifying different demographics globally. Korean pop music, or KPop, is a recent and significant example. Its rapid developments made KPop very influential toward South Korea's development (G. Kim, 2017;...