User Experience Matters: A Qualitative Exploration of Effort Expectancy and Behavioural Intention in Social Media Use Among Korean Pop (K-pop) Fans

Authors

Keywords:

K-pop, Social Media, Effort Expectancy, Behavioural Intention, Technology Acceptance, UTAUT

Abstract

This qualitative observational study investigates the relationship between Effort Expectancy and Behavioural Intention to use social media among K-pop fans, drawing upon the Unified Theory of Acceptance and Use of Technology (UTAUT). The study examines how Effort Expectancy influences fans' intentions to engage with social media platforms within the context of the K-pop fandom. Through systematic observation of participants' social media activities, data were collected and analysed to uncover insights into fans' perceptions and behaviours regarding social media usage. Findings revealed that participants perceive social media platforms to vary in terms of ease of use, with factors such as user interface design and functionality shaping their judgments of Effort Expectancy. Despite variations in Effort Expectancy, participants demonstrated a consistent and strong intention to use social media for fan-related activities, such as connecting with other fans, sharing content, and supporting their favourite artists. The results highlight the importance of Effort Expectancy in driving fans' intentions to engage with social media platforms within the K-pop fandom context, contributing to understanding of technology adoption within fan communities and the applicability of UTAUT in the context of social media usage among K-pop fans.

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Author Biographies

  • Muhammad Amirul Asyraaf Roslan, Universiti Putra Malaysia

    Muhammad Amirul Asyraaf Roslan is a Product Expert from Google. He is currently pursuing Master of Science in Information Systems at Universiti Putra Malaysia. Prior to this, he obtained a Bachelor’s degree in Information Technology with first-class honors from Universiti Teknologi MARA, Selangor, Malaysia, and a diploma of Information Technology in Digital Technology with first-class honors from Politeknik Balik Pulau, Penang, Malaysia. His research interests include Information Technology, Information Systems, Technology Acceptance and User Experience Research.

  • Nurul Amelina Nasharuddin, Universiti Putra Malaysia

    Nurul Amelina Nasharuddin is a Senior Lecturer at the Faculty of Computer Science and Information Technology, Universiti Putra Malaysia. She holds a Ph.D. in Multimedia Information Retrieval from the same university, along with a Master’s degree in computer science specializing in Multimedia Systems. Prior to this, she obtained a Bachelor's degree in Computer Science with a focus on Multimedia at Universiti Sains Malaysia. Her research primarily revolves around Natural Language Processing and Textual Information Retrieval. However, her current research interests span across Adaptive and Personalized eLearning, Educational Technologies, Multimedia in Education, User Experience and Usability Studies.

  • Masrah Azrifah Azmi Murad, Universiti Putra Malaysia

    Masrah Azrifah Azmi Murad received the Ph.D. degree in Artificial Intelligence from the University of Bristol, U.K., in 2005. Prior to this, she obtained a Master’s degree in Information Technology at Universiti Kebangsaan Malaysia, and Bachelor’s degree in Management Information Systems at Drexel University, Philadelphia, USA. At Universiti Putra Malaysia, she is currently an Associate Professor at Faculty of Computer Science and Information Technology, and Deputy Director (Corporate Data) for Universiti Putra Malaysia. Her current research interests include Text Mining, Sentiment Mining, and Natural Language Processing.

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Published

08-07-2025

Issue

Vol. 6 No. 1 (2025): AITCS

Section

Articles

How to Cite

Roslan, M. A. A., Nasharuddin, N. A., & Azmi Murad, M. A. (2025). User Experience Matters: A Qualitative Exploration of Effort Expectancy and Behavioural Intention in Social Media Use Among Korean Pop (K-pop) Fans. Applied Information Technology And Computer Science, 6(1), 2407-2415. https://penerbit.uthm.edu.my/periodicals/index.php/aitcs/article/view/17986