A Study On Consumer Behavior Of Idol Fans Based On Participatory Culture

With the rapid development and progress of media technologies,more and more people are under the influence of pan-entertainment culture.As the changing media environment,fan groups are increasingly willing to express themselves.Changes in the fan community,cultural identity,practical behavior and psychological characteristics have also aroused the interest of many scholars.This article explores the consumption behavior of star fans through the methods of in-depth interviews based on theories related to symbols,bounded rationality,and participatory culture.The first part of the paper explains the research background,research significance,research content and research innovation points;the second part defines the related concepts of fans and fan types,fan consumption categories,etc.;the third part explores consumer preference and performance among different types of fans;the fourth part explores the factors of different fans' consumption behavior.Economic consumption fans will use limited rational logic and under the control of fandom to choose their own consumption behavior;production consumer fans show the diversity of fan consumption idol text under different decoding and encoding modes;participating fans are self-driven under the influence of group power.However,current fan consumption practices have both positive and negative effects.From a positive point of view,active participation in fan consumption practices can enhance personal abilities,and also put forward higher requirements for fans' media literacy;from social perspective,participatory consumption can enrich popular cultural content and promote more diversification exchange of ideas.From a negative point of view,fan culture is also showing a“liberating repression”.The “materialization” of the idol image and the spread of money worship,excessive consumption behavior disturb the market order and cause waste of resources,the proliferation of irrational consumption behavior and the "deterioration" of fan groups,and the class division within fan groups is also intensifying.Finally,this article proposes different marketing strategies for different types of fans'.