| Entertainment products have triggered much fashion, especially "Jiangnan style" has become worldwidely remarkably popular rapidly. There must be powerful driving forces behind the fashion which deserves further exploration. Consumers do not relish in the beautiful melody, but they spontaneously become relay of information disseminator. Nowadays various driving forces and mechanism of self-diffusion are the key to become popular. This study aims to find driving forces except the aesthetic force which make entertainment products popular and mechanism of self-diffusion, but so far mature theoretical about the research proposition is non-existent.Therefore, this exploratory research adopts systematic grounded theory to sdudy this research proposition which makes up the study about self-diffusion and offers ways to solve"how to trigger fashion", which is better than previous researchs only focuse on one or more driving forces that lack framework. This study is strictly launched according to the required procedures of the grounded theory, and collects abundant first-hand information through in-depth interviews with the 57 samples chosen bytheoretical sampling,then"driving forces except the aesthetic force which induce self-diffusion model"is builded from bottom to top. This study shows that fashion’s external driving forces are era environment, fun, cultural representation, uniqueness and dynamics of transmission. Fashion’s inner driving forces are social need, entertainment need, self-identity and curiosity. Audiences’s imitation, discussion, and recommend and attention are fashion’s direct impetus. Customers’ participation motive is different. To ignite fashion, issuers of entertainment products need to enhance the audience’s experience, make them fun and get their identity. What’s more, entertainment products should have some unique trademark action to improve the identifiable degree and realize the interaction of social media and traditional media. |
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