Study On Influencing Factors And Mechanism Of Fans' Behavior Under Different Fan Economy Models

Fan economy is a kind of business income-generating behavior based on the relationship between fans and worship objects.In the era of social network,fan economy has an increasing impact on society,yet there are few comparative studies on different fan economy models.This study focus on the influencing factors and mechanism of fans' behavior under different fan economy models by taking identity and external value as independent variables,devotion as intermediary variables,and consumption intention as dependent variables,which contributes to both theory and practice.Firstly,this study reviewed the research results of fans and fan economy,summarized theories of fan culture and influencing factors of fans' behavior.Then the research model and scale of this study were established and revised,which was distributed and recycled online.Finally,reliability test,descriptive statistics,correlation analysis and path analysis under different fan economy models were carried out based on the questionnaire data.According to the empirical results,identification and external value have significant promoting effects on consumption intention under all fan economy models,and devotion plays a significant mediating role between identification and consumption intention;identification plays a stronger role in star and community economy models than IP economic model,which is mainly influenced by the transformation stage from devotion to consumption intention.Based on the conclusions,this study offered operational and marketing suggestions for each fan economy model.