Fan Culture and Cultural Acceptance in Consumption Preferences and Purchase Intention of K-Products in Peruvian University Students: A Structural Equation Analysis

The research studies how fan culture and cultural acceptance influence consumption preferences and the intention to purchase Korean products among Peruvian university students. To this end, the structural equation modelling (SEM) approach was used. The main purpose was to understand whether fan culture drives cultural acceptance and how this, in turn, affects the way young people consume, and purchase products linked to the Korean wave. The study took a quantitative approach, with a cross-sectional and explanatory design. A sample of 384 randomly selected students was used. The information was obtained through a validated questionnaire and analysed using SmartPLS 4.0 software. The reliability and validity of the data were ensured through tests such as AVE, Cronbach's alpha and VIF. The main results showed that cultural acceptance significantly influences consumption preferences (β=0.658, p<0.001). It was also found that fan culture has a direct effect on both cultural content consumption (β=0.705, p<0.001) and emotional influence (β=0.625, p<0.001). Furthermore, it was evident that emotional influence acts as a bridge between fan culture and cultural acceptance, strengthening the emotional bond with Korean products. Consequently, cultural acceptance and positive emotions are decisive elements that drive both consumer interest and purchase intention. This indicates that marketing strategies should focus on generating emotional experiences and cultural narratives that connect with young audiences. It is also suggested that community spaces and immersive activities be promoted to strengthen consumers' relationship with Korean products, especially in emerging markets such as Peru.