明星粉丝消费行为现状和认知调查——以长沙大学生为例

大学生作为粉丝经济的主体受众之一，虽然其消费体量巨大，但也存在诸多不理性消费行为，当前亟需引导粉丝经济正向发展。本文通过问卷调查和SPSS进行数据收集和处理，以分析大学生明星粉丝消费现状和认知，从而对粉丝群体进行精确细分。根据调查结果，粉丝群体可以分为理性追星族、狂热追星族、忠诚追星族和佛系追星族；女性粉丝群体的消费行为更为多元复杂；大学生明星粉丝群体总体上比较理性。最后，提出推动娱乐产业持续健康发展和引导正向粉丝消费行为的对策。

College students, as one of the main audiences of fan economy, although their consumption volume is huge, there are many irrational consumption behaviors, and there is an urgent need to guide the positive development of fan economy at present. In this paper, data collection and processing are carried out through questionnaire survey and SPSS in order to analyze the current situation and cognition of college students' celebrity fan consumption, so as to precisely segment the fan groups. According to the results of the survey, fan groups can be divided into rational star chasers, fanatical star chasers, loyal star chasers and casual star chasers. The consumption behavior of female fan groups is more diversified and complex, and college student celebrity fan groups are more rational in general. Finally, countermeasures to promote the sustainable and healthy development of the film and entertainment industry and guide positive fan consumption behavior are proposed.

网址：明星粉丝消费行为现状和认知调查——以长沙大学生为例 https://mxgxt.com/news/view/1881985

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