The influence of fans loyalty and herd effect of fans on purchase intention of collateral merchandise

Abstract

The objective of this paper is to explore the influence of fans loyalty and herd effect on the purchase intention of star collateral merchandise in the context of developed fandom economy. As the main force of the fan group, university students have a huge driving force for the development of the fandom economy because of their large amount base and consumption habits of conspicuous consumption and blind consumption. With the rise of the entertainment industry and emerging stars, the trend of fan economy has maintained a high level. In the process of rapid development of the entertainment industry, related industries have also developed together, such as manufacturing and tourism. The methodology of this paper is the quantitative method to collect primary data. An online questionnaire website (www.wjx.cn) is used to collect data with several survey questions. The number of valid questionnaires is 213 copies finally. The analysis of data is based on SPSS software. The finding is that changes in fans loyalty and herd effect can significantly affect the changes in the purchase intention of collateral merchandise. For readers who may be interested, producers and managers of related industries and fan groups may be interested because the research in this paper is relevant to their interests.