| This paper will define the object of fans fascination from individuals to organizations,corporate and brands, such as soccer fans, Apple fans, MI fans. As the object of fans fascination,such as Super Stars, Sports Star, star, commodity or corporate, could be treated as the brands.Fans did not fascinate with the object of fans fascination, but fascinate with the brand image andmeaning. By the way of literature researching, interviewing and questionnaires, the purpose is todeepen the research of fans consumption of commodity, reveal the motivation of fans behaviorbased on fans consumption and show the characteristics of fans behavior. This paper tries togive operational definition of consumer behavior in the perspective of consumption, clear theboundary of fans commodity purchase, fans following behavior, fans loyalty, fansfascination，fans identification and fans participative behavior. By building structural equationmodel, this paper verified fan loyalty model which is suitable for China’s cultural context, anddiscuss the practical significance of the model to improve fan loyalty. The most importance is toclarify the relationship of all kinds of factors that influence fans’ commodity consumption. Fanscommodity purchasing is an exploring study, that’s why this paper is to find out the Influentialfactors of improving fans loyalty and the importance of factors by regression analysis. Thebiggest innovation in this paper is to build the brand image of the fans while operating theirbrand image. In the long run, brand image of fans themselves is more important than brandimage. Marketing academics and Industry practitioners ignored the purchasing capacity ofconsumers from third-tier cities and fourth-tier cities. In fact, their income per capita is not lowerthan consumers from first-tier cities and second-tier cities. What’s more, their loyalty wassignificantly higher than the consumers of first-tier cities and second-tier cities. |
