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

当代粉丝消费行为及其引导研究——以中国女粉丝为例

Name: Dongmei Yang

LCSH: Fans (Persons)

LCSH: Consumer behavior

LCSH: Women consumers

LCSH: Popular culture

LCSH: Consumption (economics)

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

Abstract: 随着时代的发展，女性群体越来越摒弃“女主内”的思想，在工作岗位中发 挥重要的作用，对收入也有更多自由支配的机会。女性开始转向精神生活的追求， 中国女粉丝对泰国明星的认识和了解有了更多途径和主动选择权，主动追求不同 的消费形式和内容。 研究发现追星与粉丝消费能在一定程度上丰富了女粉丝的精神文化生活，努 力提升自我，参与明星带领的慈善活动也能有益于社会发展，提高社会责任感。 但是过度粉丝消费也造成价值观偏离，跟风消费和炫耀消费也普遍存在。 研究表明，追泰星的中国女粉丝进行消费受到自身因素、媒体因素、社群因 素的多重影响。粉丝需要认清需求，不盲目跟风、虚荣消费，对媒体传播内容要 注意分辨，不带滤镜地全面认识明星，大力学习明星那些能对提升自我有帮助的 优点。深入思考和自我反省，坚定正确的消费观念，避免盲目消费

Rangsit University. Rangsit University Library

Address: PATHUM THANI

Email: rattanapornn@rsu.ac.th

Name: Yang Shuchen

Role: Advisor

Created: 2025

Modified: 2569-08-07

Issued: 2026-08-07

วิทยานิพนธ์/Thesis

application/pdf

chi

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Business Administration

Grantor: Rangsit University

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