The Influences of Idol Effect on the Purchasing Decisions of Their Fans

DOI

10.2991/ssmi-18.2019.31How to use a DOI?

Keywords

Idol effect, Fans economy, Consumer behavior, Emotional capital.

Abstract

Thanks to the structural transformation of consumption stimulated by the domestic economic development and the high-speed growth of culture industries, the “idol industry”, as a branch of the culture industry, has been confronted with great development opportunities in recent years, along with the gradual spread of fans consumer market. This era has witnessed the continuous update and progress of internet technology and social network service, such as the development of Sina Weibo. As China’s most influential open platform in this new-media time, it not only makes fans get closer to their idols, but provides a convenient and diversified interactive portal for fans group activities, turning itself into a significant base for the development of idol industry. Besides, the domestic entertainment industry has been gradually mature these years by drawing from extensive star-training experience of Japan and South Korea, and the pattern of platform contributing to content also accelerates the growth of the idol industry. “Idol Producer” and “Producer 101”, two famous talent shows respectively launched by iQIYI and Tencent in 2018, have both achieved great success. They continuously created a series of amazing sales records even after the last show, which represents the great potential consumer power of fans. Entertainment companies and branded merchants saw this opportunity, who begin to gain information and evaluate the idol effect via Big Data, locate targeted fans as their consumers and clients, and create specific products so as to explore the potential of fans consumer power to the most extent. Under the circumstance of the rapid growth of the idol culture, this essay takes “fans who would become potential consumers” as the research object. Based on the general consumption theory, the essay analyzes the characteristics of fans’ blistering consumer behaviors and explores the formation and influence mechanism based on the qualitative research methods, which finally leads to an investigation on the maximum idol effect and approaches of exploring fans purchasing power.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Lvyin Zhuang
PY  - 2019/02
DA  - 2019/02
TI  - The Influences of Idol Effect on the Purchasing Decisions of Their Fans
BT  - Proceedings of the 2018 International Symposium on Social Science and Management Innovation (SSMI 2018)
PB  - Atlantis Press
SP  - 164
EP  - 171
SN  - 2352-5428
UR  - https://doi.org/10.2991/ssmi-18.2019.31
DO  - 10.2991/ssmi-18.2019.31
ID  - Zhuang2019/02
ER  -