發(fā)布時間：2018-01-08 12:10

  本文關(guān)鍵詞：基于社群文化的明星粉絲消費行為研究　出處：《中國政法大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 社群文化 明星粉絲 粉絲消費行為

【摘要】：近年來,隨著互聯(lián)網(wǎng)社群的蓬勃發(fā)展,社群經(jīng)濟(jì)逐漸取代流量經(jīng)濟(jì),成為當(dāng)下互聯(lián)網(wǎng)時代的重要經(jīng)濟(jì)形態(tài)。明星粉絲社群作為社群中極具代表性的一種,組織力、凝聚力、購買力均屬上乘,人氣明星的粉絲社群更是以超常的消費行為不斷創(chuàng)造著新紀(jì)錄。本文基于社群文化的視角研究明星粉絲的消費行為,分析明星粉絲在粉絲社群中的消費者學(xué)習(xí)、消費態(tài)度的形成與強(qiáng)化、消費意向的影響因素及消費行為的具體表現(xiàn),研究明星粉絲如何在社群環(huán)境中獲得情感認(rèn)同和群體歸屬,并在社群文化的引導(dǎo)和社群成員的彼此影響中穩(wěn)定、持續(xù)、重復(fù)地進(jìn)行消費,粉絲社群如何最大化地帶動起粉絲社群的購買能力同時,主動進(jìn)行營銷推廣,從而讓明星的市場號召力和人氣受到認(rèn)可,實現(xiàn)明星商業(yè)價值的提升及相關(guān)周邊衍生品、作品的銷量或票房等經(jīng)濟(jì)價值的提高。值得注意的是,在明星粉絲社群的影響下,粉絲們能夠自發(fā)抵制不良消費行為,這對于規(guī)制過度瘋狂的粉絲消費行為、健康化周邊產(chǎn)品鏈及票務(wù)行業(yè)是十分有幫助的。本文采用田野調(diào)查法展開研究,筆者作為明星粉絲社群中的一員,深入扎根粉絲群體已逾九年,深諳明星粉絲社群的基本結(jié)構(gòu)、社交方式、特殊語言、社群規(guī)范等方方面面,參與見證過多次重大的粉絲消費事件、不斷實踐著粉絲社群引導(dǎo)下的粉絲消費活動。在研究調(diào)查中結(jié)合文獻(xiàn)研究及深度訪問,依托文化對消費者行為的影響、消費者學(xué)習(xí)、消費態(tài)度形成與強(qiáng)化等理論基礎(chǔ),配合12位粉絲的深訪回答及相關(guān)粉絲社群中的案例,更為深入地進(jìn)行分析探討。全文主要分為三大部分。第一部分緒論闡述論文的研究背景、研究意義、研究內(nèi)容、文獻(xiàn)綜述、理論框架、研究問題和方法、研究創(chuàng)新之處,為具體研究做好理論鋪墊。第二部分是論文的正文,也是研究的重點部分,分為四章:第一章關(guān)注明星粉絲社群的社群文化,總結(jié)了明星粉絲社群文化的形成表現(xiàn)和文化特征,從整體社群文化層面概述了對粉絲消費行為的影響;第二章則研究粉絲受社群文化影響在社群中進(jìn)行的消費者學(xué)習(xí),結(jié)合明星粉絲社群的具體情況梳理了粉絲消費者學(xué)習(xí)的主要方式;第三章重點分析粉絲在社群中消費態(tài)度的形成強(qiáng)化及消費意向的影響因素,明確社群環(huán)境對粉絲消費態(tài)度和意向的作用情況;第四章基于前文論述將社群文化影響下的粉絲消費行為表現(xiàn)特征具體化,從消費選擇、消費方式、消費行為的復(fù)合、抵制不良消費行為等多方面進(jìn)行細(xì)致分析。第三部分結(jié)語總結(jié)全文內(nèi)容得出結(jié)論并提出建議,回應(yīng)開篇緒論中提出的研究問題,總結(jié)文章不足之處。本文將明星粉絲消費行為置于粉絲社群的文化環(huán)境之中進(jìn)行研究,充分考慮粉絲社群文化對消費行為的影響,并針對粉絲社群抵制規(guī)范不良消費行為提出建議,以期能對未來實踐中更有效激發(fā)明星粉絲消費、規(guī)范明星粉絲消費行為有所裨益。
[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.

【學(xué)位授予單位】：中國政法大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F126.1;G05

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本文編號：1397047