Research On Consumer Psychology Of Emotional WeChat Official Accounts Fans

After five years of rapid development.Wechat official accounts are now faced with serious problems of less attention,lower reading rate and lower open rate,caused by the double whammy from external platforms of TikTok,Headline and internal ports of WeChat games and Mini Programs.Nevertheless,the fans of emotional WeChat official accounts are sticky and content-oriented,keeping those official accounts in steady development with constant attention during this special period.This paper studies the consumer psychology of the fans of the emotional WeChat official accounts,based on the typical case of "Mimeng".Firstly,the paper combs through the process and major nodes of development of emotional WeChat official accounts and "Mimeng",offering a comprehensive overview of "Mimeng"which focuses on the positive and negative evaluation given by people and tries to restore a real and objective image of "Mimeng" in the study.Secondly,the paper analyses the background of the consumption psychology of fans of "Mimeng"from three aspects:social and cultural context,personal internal factors and guiding factors of "Mimeng".The fourth chapter is the key chapter.The paper interviews thirteen fans os"Mimeng"in depth,makes an emotional analysis of more than seven thousand messages under the articles of "Mimeng".The study divides the consumption psychology of fans of "Mimeng" into five categories:the type of Arnival,Identity,Curiosity,Worship and Anti-fanaticism.Each type of consumption psychology is further divided into fifteen categories:emotional catharsis,pressure release,recreation,emotional resonance.class display,self-affirmation,emotional projection,substitution satisfaction,trend following,privacy spying,self-exposure,superiority,objective observation,anti-"Mimeng" and anti-"Mimeng phenomenon".Although its fans'consumption psychology are different,their psychology and behavior conform to the basic characteristics of fans.Detailed analysis of fans' consconsumption psychology is of great significance to the operation and development of WeChat official accounts and the correct guidance of fans'consumption psychology.The fifth chapter analyses the guiding strategies of fans' consumption psychology of emotional WeChat official accounts.Relevant government departments and WeChat platform should be blamed for indirect guidance.while emotional WeChat official accounts themselves should be responsible for direct guidance.Each subject should,from their own standpoint.constantly strengthen the correct guidance of fans' consumption psychology.and build a clear and harmonious interactive environment for fans of the emotional WeChat official accounts.In a word,the study tries to analyze the consumption psychology of fans of"Mimeng".explore the reasons of the success and failure of "Mimeng",find out the emotional orientation and consumption values of fans of emotional WeChat official accounts's.and provide a reference for the correct guidance of fans' consumption psychology.As a cultural phenomenon,"Mimeng"lost its way in the "poisoinous chicken soup"made by itself,but it still has referential significance for other WeChat official accounts.It is hoped that more emotional WeChat official accounts can take"Mimeng”as an objective reference,learn its respect of fans and eliminate illegal operation.The social responsibility of the media should be truly implemented.