The Scale Development Of Brand Fans Consumption Behavior

Without fans,brands will be replaced sooner or later.The industrial value of the brand fans will be continued to increase,as fans continue to interact with the brand.But if the brand is not confirmed by the fans,it will gradually "lose powder",and the economic and industrial value of the fans will be reduced.It can be seen that the power of the fans is powerful.The performance of fan consumption has been mentioned in many literature,but mainly in films,sports events,stars and other fields,and most of them are qualitative research on the behavior characteristics of fans.There are few studies on the consumption behavior of fans of general merchandise or service brand,especially the empirical research on fans consumption behavior is relatively lacking.Therefore,this research will develop a scale of brand fans consumption behavior based on the existing video,sports events and star fans' consumption behavior.This research reviews the existing research on fans theory,and clarifies the connotation and characteristics of fans.The difference between fans and loyal consumers is analyzed,and the related research on brand fans is also reviewed.Finally,it reviews the existing research on fans' consumption behavior,and finds the research perspective of this article.According to the Churchill(1979)scale development process,the scale refinement,scale compilation and scale verification of the scale are used to develop the scale of brand fans consumption behavior.This research extracts a structural dimension model from the perspectives of the subject of behavior and the object of behavior.Secondly,through qualitative research such as literature reading,personal interviews,and expert discriminating methods,the author obtains 31 initial measurement items for brand fan consumer behavior,and then passes it.The questionnaire was distributed on the star platform,and statistical software SPSS 20.0 was used to perform factor analysis on the questionnaire data.18 measurement items were eliminated from 31 measurement items,13 measurement items were retained,and the previously proposed dimension model was combined.The four factors with good reliability were named.Last,AMOS18.0 was used to do confirmatory factor analysis on the second collected questionnaire data,and through comparison with the competition model and scientific reliability andvalidity test.In the end,a brand consumer behavior scale with four dimensions including product collection,fan interaction,brand loyalty and brand maintenance was obtained.The scale contains a total of 13 measurement items.Unlike previous studies,the four dimensions proposed in this study have a better structure.At the same time,the four dimensions are also conducive to the future research and consumption of brand fans' consumption behavior.The existing literature on the study of fan consumption behavior,or lack of evidence,or the field is too limited and inapplicable,mainly in the field of film and television,sports events,stars,etc.,all have certain limitations.The scale of brand fans' consumption behavior constituted by 13 measures provides measurement tools for relevant empirical research in the future,and be more helpful for us to better understand the behavior,culture and psychology of the “fan”,an ultra-consumer group.So that brand managers can better explore the marketing ideas for fans in popular culture environment.