A Study on the Factors of Fans' Willingness to Purchase Products Endorsed by Same-Sex Idols: Taking Girl Group TWICE as an Example

Siqi Wu

doi:10.47297/wspciWSP2516-252715.20230701

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A Study on the Factors of Fans' Willingness to Purchase Products Endorsed by Same-Sex Idols: Taking Girl Group TWICE as an Example

Volume 7, Issue 1

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A Study on the Factors of Fans' Willingness to Purchase Products Endorsed by Same-Sex Idols: Taking Girl Group TWICE as an Example
Wenzhou No.21 High School,Zhejiang,Wenzhou,P.R. China,325027
Vol. 7, Issue 1, Pages: 81-87(2023)
DOI：10.47297/wspciWSP2516-252715.20230701

Full txt

Siqi Wu. (2023). A Study on the Factors of Fans' Willingness to Purchase Products Endorsed by Same-Sex Idols: Taking Girl Group TWICE as an Example. Creativity and Innovation, 7(1), 81-87.
DOI：

Siqi Wu. (2023). A Study on the Factors of Fans' Willingness to Purchase Products Endorsed by Same-Sex Idols: Taking Girl Group TWICE as an Example. Creativity and Innovation, 7(1), 81-87. DOI： 10.47297/wspciWSP2516-252715.20230701.

摘要

Abstract

Now the development of fan economy is getting better and better with the passage of time

and the trend should not be underestimated. Based on China's unique influencer model and the high proportion of female fan groups

hiring stars with high value and a huge fan base to endorse has almost become the norm. At the same time

K-POP has also become popular all over the world. In view of this

this paper investigates the willingness of fan groups to purchase products endorsed by same-sex idols based on a study. This study starts with the 9-member Korean girl group TWICE

a mature group with a large and differentiated fan base. Therefore

the following hypotheses are proposed: fan groups may purchase same-sex idol endorsed products because (1) they recognise themselves as a member of the fan base and believe that it is important to be consistent with other fans. (2) They want to engage in related careers in the future and become attached to their idols. Based on the research hypotheses

the questionnaire method is adopted for the study. Purchase intention is used as the dependent variable

group identification and the degree of ideal self-perception are used as independent variables.

关键词

Keywords

Same-sex idolFan baseWillingness to buy

references

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