The Sociological Analysis Of Fans Consumer Behavior

Fans, that is, (sports, performing arts or a celebrity) enthusiastic followers or supporters. From a sociological point of view, the "fans" is a special kind of social groups, and it has the general characteristics of social groups: 1.has specific membership. 2.has sustained interaction. 3.has the same sense of community and norms. 4.has collaborative division of labor. 5.has the capacity for concerted action. The social groups that are "'a fixed, regular, emotional put in a popular story or text'. The text can be from books, TV series, the form of movies or music, or sports or popular symbols." A broad level, the "fans" refers to the people who have a greater interest in a specific topic. From the narrow level, the "fans" is not only have a strong interest in these topics, and there is more depth understanding to them.Consumer behavior, from an economic point of view, is"consumer" sheart activity and behavior, from buy to consumption goods in the whole process, including the formation of demand motivation, pre-purchase, purchase decision-making, purchase behavior, and consumer objects (merchandise and services) of the possession and use of the effect of the consumption process of a series of acts." Sociology-oriented consumer behavior not merely as economics,put consumers just as the role of a variables, they put consumers in the process of consumption as a real people living in relationship to study. Consumption is not only made great contributions to the economy, and consumer behavior has more and more become the protagonist in the modern social and cultural life.With the hot broadcast of domestic entertainment shows,fans groups developed and grew rapidly, causing many concerned, fans economy has also become a new economic situation in consumer society. Who are the really fans? What are the characteristics of fans consumer? How to correctly guide the fans consumer behavior? The answers to these questions not only can help us know the groups of fans more in-depth,but also on this basis let this group's development more civilized, more meaningful. This article is from the perspective of sociology, put fans'consumer behavior on the economic and social context of transformation,based on literature research of BaiduTieba and netizen's talk, analyzing characteristics of fans'consumer behavior and its'internal logic. This study is very few in existing literature,therefore is this article'innovation.First of all,the research of consumer behavior on the fans has a profound practical significance. With the rapid development of China's social economy,consumption is playing an increasingly important role in people's life. As a specific social groups,fans are important component in the consumer society. Its more spontaneous, planning, organization and degree of specialization make their consumer behavior gradually formed a kind of " fans industrial," "fans economy."And the excavation and cultivation to this fans'industry,has benefits on promoting the development of the national economy, stimulate industrial development and even expansion of the job market. Secondly, the study of fans consumer behavior can also gain a deeper understanding of the fans'culture,and thus give the proper guidance to them.Such as some fans have blind over-consumption,and illegal merchants'cheat action. In theory, the fans study started late in the domestic and development is also very slow, and fans of the consumer behavior research is almost a blind spot consumption. Therefore, in this article the analysis of consumption of fans will be make a contribution to consumer research.Consumer research has three theoretical perspective, consumer production, consumption and consumer culture.In the consumer society, true significance of commodities has gradually disappeared, the symbolic significance of commodities occupy an important position.This article is just based on in-depth understanding of consunption patterns of fans,analyzing the characteristics of their consumption.From BaiduTieba and netizen's talk we can see, consumer behavior of fans have different characteristics with other groups. It is generally believed that the conduct of fans are crazy, irrational, and their consumption behavior is also blind, unrestrained, but through an analysis of the literature reveals that the majority of fans are moderate in the process of consumption,they will choose suitable consumer content and consumption patterns in accordance with its own economic and social status. Such as student groups will collect more free resources on the network, white-collar workers will according to their own circumstances take part in appropriate activities.Consumption of fans is a practice of self-activity,they format difference with non-fans through their consumption patterns,and format different through different consumption content with different fans.On the one hand,consumer behavior make fans have a stronger sense of belonging to groups, on the other hand, it strengthen the characteristics of the groups in external groups.It can be said that consumer behavior have constructed their group identity,and paste group label for them,the fans can find their own meaning of life in this identify consumer.Bourdieu said:"Contemporary consumption appear a symbolic activity, that is to say,people more express their own social identity through cultural style of consumption,and keep distance with other social groups"."Because of the material production greatly improved, only by the possession of the article itself should not have been format status differences effectively.Thus the possession of cultural symbols and cultural capital become the principal means of consumer competition in Post-modern society".For fans, idol'articles have more symbolic significance,the consumption for the idol represent their way of life and lifestyle, not about the value of goods, in the consumer process, the fans get their own satisfaction, a sense of belonging to groups, as well as the feeling of self-control. With the continuous advance of economic and social progress, as well as the popularity of the network,the fans group have been more and more specialty and more professional. They began to advocate the rights of autonomy, not only the bullying those who are weak who were induced by the mass media and merchants at the past. At the same time, they also pursue a more meaningful, more civilized consumption patterns, attempt to change the negative image of fans in public impression.Such as they participate in more public activities,advocating to be civilized fans at the internal group.