A Study On Fans' Consuming Behavior In Consumerism

With the rapid development of China's social economy and productivity,consumption is playing an increasingly important role in people's life. Consumerism, as a famous value and concept with considerable impact, on China's economic, has deep influence on our economy, society and culture. In the effect of consumerism values and the commercial and entertaining mass media, fans groups developed and grew rapidly. They win more and more concern for their powerful consuming capacity, crazy desire to consume and great influence on the market.In order to study fans consuming behavior, the paper selects the first professional fans website in China– Fans Web (www.ifensi.com) as an example. Based on in-depth interviews and observation, the paper studies the status and characteristics, motives and causes, impact and problems of fans consuming behavior under the theory of Semiotics, Sociology and Mass Communication.Chapter I propose the issue investigated in this research, comb the related research achievement on this study, and explain the paper's research method, meaning and so on.Chapter II use Fans Web as a case to analysis the current situation and characteristic of the fans consuming behavior, proposes the situation of hierarchy of fans consuming behavior and its characteristics, such as expendability and commercialization, pan-cultural and symbolization, pleasure and desire, hipping and replicability, transient and epidemical.Chapter III elaborates the motivation and causes of fans consuming behavior, proposes that fans consumption is symbol consumption which aims to pursue group identification and group division. The causes of fans consuming motivation include: consumerism, the changes of public demand, the advancement of technology and mass media, and the commercial and entertaining mass media. Chapter IV carefully analyzes the influence of fans consuming behavior and indicates that there are still many problems in fans consuming behavior, such as blindness, illusory and subject to the mass media. The conclusion sums up the analysis of this research further, propose under the push of consumerism and mass media, the desire and motivation of fans will increase and the fans consuming behavior will be crazier. The community must face the problem of how to lead and guide the fans consuming behavior and motivation.