基于类社会互动关系视角的名人崇拜研究

Celebrity Worship Based on the Relationship of Para-social Interaction

名人崇拜的已有研究多从病理学特征进行,基于名人崇拜是一种类社会互动关系,关系视角的研究对于关系营销而言更具意义。目前,对于这个构念的法则网络还没有完全厘清。名人崇拜包括两个独特和根本的要素:第一,名人和自我之间的关联性;第二,认知和情感依恋,根据其强度的不同会唤醒崇拜者处理和其崇拜对象的相关资源的强度。考察创建名人崇拜关系的因素,名人崇拜带来的态度和行为的影响,为什么名人崇拜会终止或是消失,以及如何来测量名人崇拜。

Celebrity worship had increasingly drawn attention both in practical and theoretical areas, but its network has not been figured out. This paper is a study of the development of the network. Celebrity worship is defined as the intensity of the self-cognition and emotional attachment between celebrities and their worshipers. This definition includes two unique and fundamental factors: first, the relevance between celebrities and selves;second, cognitive and emotional attachment will make celebrity worshipers handle the celebrity-related resources according to their different intensity.This paper examines the factors that create celebrity worship, the attitudes and behaviors caused by celebrity worship, the reason why celebrity worship terminates or disappears, and how to measure celebrity worship.