Fans’customer behavior is highly susceptible to emotions.Emotions play an important role in the interaction of consumers and objects of interest in the fan economy.Based on the bounded rationality hypothesis of game ...Fans’customer behavior is highly susceptible to emotions.Emotions play an important role in the interaction of consumers and objects of interest in the fan economy.Based on the bounded rationality hypothesis of game participants,the game model is constructed by using the emotional function.On this basis,we used the dynamic system theory to dynamically replicate the equations of the general 2×2“Eagle Pigeon”evolutionary game,analyzed the behavior of both sides in the evolution,and got the equilibrium point between the two sides of the game to explain the mechanism of influence of emotions on customer behavior in fan economy.展开更多
Over the last few decades,cross-fertilization between marketing and fandom studies in a mediated world has been rare,hindering the knowledge development for marketing practitioners in the Chinese fan economy context.T...Over the last few decades,cross-fertilization between marketing and fandom studies in a mediated world has been rare,hindering the knowledge development for marketing practitioners in the Chinese fan economy context.The purpose of this study is to find and establish a conceptual framework that includes Online Interaction(OI),Parasocial Relationships(PSR)and virtual fan communities on Weibo,and how these contributory factors embedded in the interplay process of digital fandom practices in terms of enhancing fans’Purchase Intention(PI)and media consumption behaviours toward the celebrities’merchandise.Using an online survey instrument,this research collected 294 completed responses from fans who had online interactions with celebrities and engagement of virtual fan communities on Weibo.Key results and findings provided a clear framework of four antecedents based on the conceptual model and indicated that the high intensity of OI led to higher levels of the perception of PSR and the Sense of Virtual Community(SOVC).Increased PSR and the SOVC can be seen as significant positive predictors of the PI(a part of consumer identity construction as a fan)also.This study revealed the underlying mechanism of an emerging marketing genre,also provide useful implications of audiences’digital marketing practices for marketers,celebrities and policymakers.展开更多
The development of businesses in the Internet era has shifted from channel to scale,to users and word of mouth.By utilizing the fans economy,the mode of explosive products has become an effective mode for focusing on ...The development of businesses in the Internet era has shifted from channel to scale,to users and word of mouth.By utilizing the fans economy,the mode of explosive products has become an effective mode for focusing on core products,efficiently detonating the market,quickly acquiring users,and realizing enterprise development.This paper conducts pertinent analysis and research.It discusses how to distinguish between explosive products,explosive products,and explosive products,as well as the relevant capabilities required to build explosive products.Finally,in conjunction with the current situation,it discusses how to establish a mode of explosive products for enterprises in order to realize enterprise growth and profit.展开更多
基金National Natural Science Foundation of China(72072020,71672020)Southwest University for Nationalities Funded by the Special Fund Project for Fundamental Research Funds for Central Universities and Colleges,(2021SYB10).
文摘Fans’customer behavior is highly susceptible to emotions.Emotions play an important role in the interaction of consumers and objects of interest in the fan economy.Based on the bounded rationality hypothesis of game participants,the game model is constructed by using the emotional function.On this basis,we used the dynamic system theory to dynamically replicate the equations of the general 2×2“Eagle Pigeon”evolutionary game,analyzed the behavior of both sides in the evolution,and got the equilibrium point between the two sides of the game to explain the mechanism of influence of emotions on customer behavior in fan economy.
文摘Over the last few decades,cross-fertilization between marketing and fandom studies in a mediated world has been rare,hindering the knowledge development for marketing practitioners in the Chinese fan economy context.The purpose of this study is to find and establish a conceptual framework that includes Online Interaction(OI),Parasocial Relationships(PSR)and virtual fan communities on Weibo,and how these contributory factors embedded in the interplay process of digital fandom practices in terms of enhancing fans’Purchase Intention(PI)and media consumption behaviours toward the celebrities’merchandise.Using an online survey instrument,this research collected 294 completed responses from fans who had online interactions with celebrities and engagement of virtual fan communities on Weibo.Key results and findings provided a clear framework of four antecedents based on the conceptual model and indicated that the high intensity of OI led to higher levels of the perception of PSR and the Sense of Virtual Community(SOVC).Increased PSR and the SOVC can be seen as significant positive predictors of the PI(a part of consumer identity construction as a fan)also.This study revealed the underlying mechanism of an emerging marketing genre,also provide useful implications of audiences’digital marketing practices for marketers,celebrities and policymakers.
文摘The development of businesses in the Internet era has shifted from channel to scale,to users and word of mouth.By utilizing the fans economy,the mode of explosive products has become an effective mode for focusing on core products,efficiently detonating the market,quickly acquiring users,and realizing enterprise development.This paper conducts pertinent analysis and research.It discusses how to distinguish between explosive products,explosive products,and explosive products,as well as the relevant capabilities required to build explosive products.Finally,in conjunction with the current situation,it discusses how to establish a mode of explosive products for enterprises in order to realize enterprise growth and profit.
