基于社群文化的明星粉丝消费行为研究

发布时间：2018-01-08 12:10

本文关键词：基于社群文化的明星粉丝消费行为研究　出处：《中国政法大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,随着互联网社群的蓬勃发展,社群经济逐渐取代流量经济,成为当下互联网时代的重要经济形态。明星粉丝社群作为社群中极具代表性的一种,组织力、凝聚力、购买力均属上乘,人气明星的粉丝社群更是以超常的消费行为不断创造着新纪录。本文基于社群文化的视角研究明星粉丝的消费行为,分析明星粉丝在粉丝社群中的消费者学习、消费态度的形成与强化、消费意向的影响因素及消费行为的具体表现,研究明星粉丝如何在社群环境中获得情感认同和群体归属,并在社群文化的引导和社群成员的彼此影响中稳定、持续、重复地进行消费,粉丝社群如何最大化地带动起粉丝社群的购买能力同时,主动进行营销推广,从而让明星的市场号召力和人气受到认可,实现明星商业价值的提升及相关周边衍生品、作品的销量或票房等经济价值的提高。值得注意的是,在明星粉丝社群的影响下,粉丝们能够自发抵制不良消费行为,这对于规制过度疯狂的粉丝消费行为、健康化周边产品链及票务行业是十分有帮助的。本文采用田野调查法展开研究,笔者作为明星粉丝社群中的一员,深入扎根粉丝群体已逾九年,深谙明星粉丝社群的基本结构、社交方式、特殊语言、社群规范等方方面面,参与见证过多次重大的粉丝消费事件、不断实践着粉丝社群引导下的粉丝消费活动。在研究调查中结合文献研究及深度访问,依托文化对消费者行为的影响、消费者学习、消费态度形成与强化等理论基础,配合12位粉丝的深访回答及相关粉丝社群中的案例,更为深入地进行分析探讨。全文主要分为三大部分。第一部分绪论阐述论文的研究背景、研究意义、研究内容、文献综述、理论框架、研究问题和方法、研究创新之处,为具体研究做好理论铺垫。第二部分是论文的正文,也是研究的重点部分,分为四章:第一章关注明星粉丝社群的社群文化,总结了明星粉丝社群文化的形成表现和文化特征,从整体社群文化层面概述了对粉丝消费行为的影响;第二章则研究粉丝受社群文化影响在社群中进行的消费者学习,结合明星粉丝社群的具体情况梳理了粉丝消费者学习的主要方式;第三章重点分析粉丝在社群中消费态度的形成强化及消费意向的影响因素,明确社群环境对粉丝消费态度和意向的作用情况;第四章基于前文论述将社群文化影响下的粉丝消费行为表现特征具体化,从消费选择、消费方式、消费行为的复合、抵制不良消费行为等多方面进行细致分析。第三部分结语总结全文内容得出结论并提出建议,回应开篇绪论中提出的研究问题,总结文章不足之处。本文将明星粉丝消费行为置于粉丝社群的文化环境之中进行研究,充分考虑粉丝社群文化对消费行为的影响,并针对粉丝社群抵制规范不良消费行为提出建议,以期能对未来实践中更有效激发明星粉丝消费、规范明星粉丝消费行为有所裨益。
[Abstract]:In recent years, with the rapid development of the Internet community, community economy gradually replaced the flow of the economy, has become an important economic form in the current age of the Internet. The star fan community as a representative of the community organization, cohesion, purchasing power are excellent, the popularity of the star fans community is also to continue to create extraordinary consumer behavior a new record of consumer behavior. This paper studies from the perspective of the community culture star fans based on the analysis of star fans in the fan community in consumer learning, forming and strengthening consumer attitudes, the consumption intention influencing factors and consumer behavior research, star fans how to get emotional identity and belonging in the community environment, and in community culture guide and community members to influence each other in a stable, continuous, repeated consumption, how to maximize the fan community driven from fan community The ability to buy at the same time, active marketing, so that the star market appeal and popularity was recognized, achieve the star commercial value promotion and related works surrounding derivatives, box office sales or improve the economic value. It is worth noting that in the community under the effect of star fans, fans can spontaneously resist bad consumption this behavior, to regulate the excessive fans consumer behavior, health products and ticketing industry chain is very helpful. This paper uses the field investigation method of the author, as a member of the star fans in the community, deeply rooted in groups of fans for more than nine years, the basic structure, well versed in the star fans community social way, special language, social norms and other aspects, to participate in major consumer fans witnessed several events, practiced fan community under the guidance of the fans in the study of consumer activities. Access to literature research and combined with the depth of investigation, influence, relying on the culture of consumer behavior consumer learning, consumer attitude formation and the strengthening of the theoretical basis, with 12 fans of the deep interview answer and related fan community in the case, more in-depth analysis. This paper is mainly divided into three parts: the first part is the introduction. This paper describes the research background, research significance, research content, literature review, theoretical framework, research questions and methods, research innovation, it lays a theoretical foundation for the concrete research. The second part is the main body, which is also the key part of research, divided into four chapters: the first chapter focuses on the star fans community community culture, summarizes the the formation and cultural characteristics of the star fans community culture, community culture from the perspective of the overall overview of the impact on fans consumer behavior; the second chapter studies the fans affected by cultural community in society In the group of consumer learning, combined with the specific circumstances of the star fans community combed the main way of fans of consumer learning; the third chapter is the analysis of the key factors of affecting the formation and strengthening consumer intention fans in the community consumer attitudes, clear community environment on the attitude and intention of the fans consumption function; the fourth chapter discussion will be specific fans consumer behavior characteristics under the influence of community culture, from the choice of consumption, consumption patterns, composite consumer behavior, consumer behavior and other aspects of resisting bad detailed analysis. The third part conclusion summarizes the full text content, conclusion and recommendations, response to the research question begins with the introduction of the summary of the inadequacies of the article. In this paper star fans consumer behavior to a fan community cultural environment research, fully consider the influence of fans community culture on consumer behavior, It also puts forward suggestions for fans community to resist bad consumer behavior, hoping to help fans consume more effectively and standardize star fans' consumption behavior in future practice.

【学位授予单位】：中国政法大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F126.1;G05

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