The Research On The Influencing Factors Of Fan’s Purchasing Willingness

From the early consumption equalitarianism to the present consumptive society,if the consumer behavior of social members is only analyzed from the economic perspective,there are some shortcomings in the society of consumption transformation.Combining non-economic factors and economic factors to analyzes consumer behavior has become the main focus of scholars’ attention.Consumers play a key role in the whole process of consumer behavior.Economic development,technological advances,changes in productivity and consumption patterns have enabled people to have more spending power and demand.In most cases,facing with social pressure,people often need to consume goods with symbolic value to vent their emotions and symbolize their status.In recent years,there is an incredibly powerful force in the field of consumption—— Fans Group.They provide tremendous vitality and impetus to the economic market.Fans’ spending power is recognized by the market because of the consumption of star-related products.What factors are hidden behind fans’ consumption to promote consumer willingness is the focus of this paper.This study is based on symbolic theory,bounded rationality theory,emotional consumption theory and consumption intention.Through questionnaires and interviews,the purpose of this study is to find out the extent to which different factors influence the willingness of fans to chase stars,and to further determine the strength of the factors,sort out the influencing factors of fans’ willingness to consume stars and the logical relationship behind them,and more comprehensively understands how fans’ consuming will is constructed.The first part of the paper briefly explains the origin,significance,content and innovation of the research.Based on the definition of core concepts and collation theory,this paper reviews the fan,consumption willingness and consumer culture,and finally proposes research design.The second part is the point of this paper.According to the questionnaires and interviews by the author,through descriptive statistics and factor analysis,it is concluded that the influencing factors of fans’ Consumption Willingness are affected by both rational and emotional scales.Only by constantly balancing the rational and emotional values can the fans achieve a dynamic balance of the entire willingness to consume,so that the system can achieve long-lasting continuous operation.To investigate the deep meaning behind rationality and emotion,we can see from the result that Fans’ Consumption Willingness to pursue stars forms a dynamic balance consisting of limited rationality logic with limited rationality as its background,rational value range and choice as its elements,and symbolic consumption with emotional support and social interaction as its link.Fans need to constantly adjust the dynamic combination of "I need" and "I want".Only in this way can we promote the long-term dynamic and balanced development of fans’ desire to follow the stars.The third part is the conclusion and deficiency of this paper.Overall,this study attempts to serve as a basis for the development of follow-up fan consumption economic models and the development of fan group models by understanding the influencing factors of fans’ willingness to consume stars.