The Research On Fans Community Of Fashion Members’ Emotional Capital Investment

With the development of personalized media forms, the status of fans undergoing changes rapidly. In addition to a direct economic effect, fans pay more “strong emotions” and without paying exchange share is worth a deeper concern. In this paper, take the fans economic of fashion consumption as the main object. Through empirical research, refining the key factors affecting the economy of the community, namely emotional capital invested, including three factors to maintain trust, loyalty and emotional experience. The findings of 319 community members descriptive statistics, independent samples T-test, ANOVA and correlation and regression analysis. The researchers found that emotional capital invested community members have a significant impact on actual consumer behavior. For the process of economic development, widespread exiting the phenomenon of ignoring established membership, weaken fans community management and value orientation, too much emphasis on community proposals scale problems. In the future of fans economic development, rooted in emotion, and strengthen the "weak relationship" but also create a user thinking.