Research on consumer behavior of contemporary fans and its guidance : the case of Chinese female fans

Abstract

With the development of the times, the female population is increasingly abandoning the idea of "female housekeeping ". They also play an important role in the workplace and have more opportunities to control their income freely. They have begun to turn to the pursuit of spiritual life. Chinese female fans have more ways and active choices to understand and learn about Thai celebrities, actively pursuing different forms and contents of consumption. It was found that following celebrities and fan consumption could enrich the spiritual and cultural life of female fans to a certain extent, striving to improve themselves, and participating in charity activities led by celebrities, could also benefit social development and improve social responsibility. However, excessive fan consumption also leads to a deviation from values, such as following trends in consumption and showing off consumption. Research has shown that female fans' consumption is influenced by multiple factors, including their own, media, and community, resulting in a wide range of consumption content. Fans need to recognize their needs, not blindly follow the trend or indulge in vanity consumption. They should pay attention to distinguishing media content, comprehensively understand celebrities without filters, and vigorously learn from the advantages of celebrities that can help improve themselves. Think critically, reflect on themselves, and firmly establish correct consumption concepts