Abstract

This study examined the effect and the factors of the live concert on the consumer's change of liking for the pop singers. Live concert increased the consumer's change of liking for the pop singers and the main factor that increases the change of liking was the singer's sincerity to the concert. Also, consumer's involvement with the singers negatively correlated with the change of liking. From now on, the research into the pop culture has been limited to the description of the status quo. However, through the psychological point of view, this article accessed to the pop culture more positively.