Session 02.04.02: FROM SPECTATORSHIP TO IMMERSION: HOW PASSIVE AND ACTIVE PARTICIPATION SHAPE CONSUMER VALUE AND BEHAVIORAL INTENTIONS IN VR-K-POP EXPERIENCES

Paper title: 

FROM SPECTATORSHIP TO IMMERSION: HOW PASSIVE AND ACTIVE PARTICIPATION SHAPE CONSUMER VALUE AND BEHAVIORAL INTENTIONS IN VR-K-POP EXPERIENCES

Author: 

Yuanhan, Fang, Yonsei University, Republic of Korea

Yerim, Chung, Yonsei University, Republic of Korea