| In current China, the prevalence of cultural consumerism and the rapid development of the fan economy makes the relationships between idol stars and fans become more closely. With the development of sports industry and the increased sports participation, sports stars have had very high fan influence like a movie star. Sports also really ushered in an unprecedented fan economic era.In fan economic era, how sports stars communicate effectively with sports fans, how to shape their own sports image and how to promote the endorsement of brand and commodity purchasing, these questions brought about my attention.This study aims to explore the essential dimension of parasocial relationships between young sports fans and the sports stars, as well as factors which may influence the parascoial relationships through reseach methods of questionaire and interviews.The results show that emotion is the core dimension of parasocial relationships between young sports fans and the sports stars. Media use (both the amout of media use and the frequency of media use) of young sports fans have a significant impact on the intensity of parasocial relationships, among which Wechat use frequency and the frequency of video websites use are most influencial factors. While demographic characteristics and characteristics of sports stars have limited influence on parasocial relationships. |
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