Empirical Research of Fans Consumption in Talent Show Economy of China

  • Wei Sun School of Economics, Anyang Normal University, Anyang, Henan, China.
  • Hoyoung Shin Business School, Yeungnam University, Gyeongsan, South Korea.
  • Kisu Kim Business School, Yeungnam University, Gyeongsan, South Korea.
  • Rongrong Li School of Economics, Anyang Normal University, Anyang, Henan, China.

Abstract

In recent years, with the continuous development of China's draft industry, Internet drafts have become common throughout China. The talent show industry has not only won the love of the audience, but also the attention of capital. A lot of capital began to invest in the talent show industry to cultivate new popular idols. Through social media platforms, fans can purchase products recommended by idols and vote for idols to increase their ranking. Idols also gain more popularity and sell more endorsed products through interaction with fans. This article starts with the talent economy, through questionnaire surveys and empirical methods, explores the factors that affect fans' consumption on idols. Diversified participation, idol abilities, social influence and empathy have been proved to have positive impacts on fans’ intention to consuming. This research provides detailed empirical research conclusions for China's talent show market, which has a strong role in promoting the sustainable development of the talent show economy.

Keywords: Talent show economy, Idol ability, Empathy, Peer influence.

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Sun, W., Shin, H., Kim, K., & Li, R. (2021, June 9). Empirical Research of Fans Consumption in Talent Show Economy of China. Journal of Accounting, Business and Finance Research, 11(2), 67-72. https://doi.org/https://doi.org/10.20448/2002.112.67.72
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