Fan Economy: A Study on Irrational Consumption Behavior in the Context of Social Media

Abstract

The rapid development of the fan economy is based on the historical background of the booming social media, that is, fans tend to chase stars on social media, buy some peripheral products around chasing stars, and are keen to become fans of a certain idol. In this process, irrational consumption behaviors are often based on the attributes of the fan economy. This study aims to use the questionnaire survey method to sort out the irrational consumer behaviors that appear in social media texts and find out the main factors that have a series of impacts on the fan economy. This can partially explain the composition structure of the fan economy and explain possible economic phenomena. As far as the fan economy is concerned, social media has a greater impact on fans' irrational consumption behavior and indirectly participates in guiding fans' behavior. Relevant research can provide some important inspiration for fan economy research.