A Grounded Study On The Formation Mechanism Of Customer Independent Value Creation Behavior By “Cultivating Pattern” Idol Fans

With the development of technology and economic,consumer practices are constantly enriched and consumer demand is constantly updated in today’s consumer market.Consumers begin to find and build their own life meaning in consumption.From the independent value creation of enterprises to the co-creation value,more and more scholars have noticed the change of roles between enterprises and consumers in the process of value creation,and call such value creation initiated by customers without the participation of enterprises as customer independent value creation behavior.In the research of the independent value creation of customers,the independent value creation by “Cultivating Pattern” idol fans provide abundant material for this subject.It is a new way to make stars under the influence of Japanese and Korean culture.This kind of star making mode,which takes the deep participation of fans as the marketing point,enables fans to participate in the star making process in online and offline activities again and again,and accompany the growth process of idols,so as to build the loyalty to idols and create value actively.This paper takes the motivation of fans’ independent value creation behavior as the entry point,taking the independent value creation behavior of “Cultivating Pattern” idol fans as the research object.The raw data came from in depth interviews with 26 Junkai Wang fans.After three coding levels,open coding,spindle coding and selective coding,the formation mechanism of the "Cultivating Pattern" idol fans’ independent value creation behavior is formed.It analyzs the pre-motivation,result motivation,value creation and the regulating effect of fan culture in the independent value creation behavior.The results show that the motivation of the " Cultivating Pattern " idol fans’ independent value creation behavior can be divided into the pre-motivation and the result motivation.The fan culture plays a regulatory role in it.In the pre-motivation,personal factors mainly include role consciousness,self-efficacy perception and retribution psychology.These factors effect a remarkable influence on the idol fans’ independent value creation behavior.The group factors mainly contain social demand and group influence.In the result motivation,it is mainly reflected in the two aspects of identity and emotional experience.The “Cultivating Pattern” idol fans have gained self-identity and group identity in the process of the creation of independent value creation behavior.in addition,the emotion has been expressed and released,and also experienced different emotional feelings.These factors,in turn,motivates them to engage in more independent value creation behaviors.The demonstration role of the foreign fan culture in the fan culture,as well as the fan’s recognition of the fan culture of the fan group,plays a regulatory role in the independent value creation behavior of the “Cultivating Pattern” idol fans.In addition,giving their own functional value and hedonic value,the value created by the fans also creates a spiritual value for themselves,creates commercial value for the “Cultivating Pattern” idol,and creates functional value for the society.Finally,it gives management implications from the perspective of brand building according to the research conclusions...