Research On The Formation Mechanism Of Oppositional Loyalty Under The Context Of ACG Culture In Virtual Community

The child of China who earliest contact with the ACG was born in the late 1970 s.With the opening of society and economic development,the children,born in the 1980 s and 1990 s,has begun to contact the ACG from their early childhood.And then with their age growing,they are gradually deep into the world of ACG.ACG culture on the impact of the new generation of young people’s growth,making the ACG culture of video virtual community has a large number of "die-hard fan." Community loyalty,as an important factor influencing the survival and development of virtual community,has been paid more attention by the virtual community and more and more research has been done on community loyalty.As a typical manifestation of oppositional loyalty,"die-hard fan" is the first choice of research on oppositional loyalty.At present,there are relatively few researches on oppositional loyalty at home and abroad,and the application of oppositional loyalty to virtual communities is even more.However,training " die-hard fan " is essential for virtual communities.Therefore,it is very realistic and theoretical to study the mechanism of oppositional loyalty in virtual community.This research begins with the present research situation of oppositional loyalty both at home and abroad,based upon the social capital theory and the value co-creation theory,proceeding from the three dimensions of the social capital theory and the fact that value co-creation breeds community loyalty,and thus the hostile loyalty,this thesis makes a research on the mechanism of producing the virtual community,the “big fans” of the videos bearing the ACGN culture.It also reveals that hedonism plays a dominant role in the consumption value of the new generation of the youth and exerts great influence on the the breeding of their loyalty towards the products.