时尚品牌粉丝消费行为的动态演化与生命周期研究

Dynamic Evolution and Life Cycle Study of Consumer Behavior among Fashion Brand Fans

摘要: 在粉丝经济快速崛起的背景下，时尚品牌粉丝的消费行为已从单一的购买活动演变为涵盖信息搜集、身份表达、社群互动与价值创造的复合实践。然而，现有研究多从静态截面视角考察粉丝消费行为，对其随品牌关系发展而动态演化的内在规律缺乏系统揭示。本文借鉴品牌关系生命周期理论，构建了时尚品牌粉丝消费行为的四阶段演化模型——注意探索、了解认同、共生皈依、相伴捍卫，系统阐释了各阶段粉丝在产品收集、符号表达、社群互动与价值共创四个维度上的差异化行为特征及其演化逻辑。研究发现，粉丝消费行为的演化遵循从信息驱动到意义驱动再到共创驱动的递进路径，品牌信任与品牌依赖在不同阶段的形成时序与作用强度存在显著差异。据此，本文提出了品牌粉丝生命周期的分阶段管理策略，为时尚品牌在粉丝经济时代的精细化运营提供了理论依据与实践指引。

Abstract: Against the backdrop of the rapid rise of fan economy, consumer behaviors of fashion brand fans have evolved from simple purchasing activities into a complex practice encompassing information gathering, identity expression, community interaction, and value co-creation. However, existing research mostly examines fan consumption behavior from a static cross-sectional perspective, lacking systematic insights into its dynamic evolution patterns as brand relationships develop. Drawing on the brand relationship lifecycle theory, this study constructs a four-stage evolutionary model of fashion brand fan consumption behavior—attention and exploration, understanding and identification, symbiosis and conversion, companionship and defense—and systematically explains the differentiated behavioral characteristics and their evolution logic across four dimensions: product collection, symbolic expression, community interaction, and value co-creation. The findings reveal that fan consumption behavior evolves along a progressive path from information-driven to meaning-driven, and finally to co-creation-driven. Moreover, the timing and intensity of brand trust and brand dependency formation vary significantly across different stages. Based on these insights, the paper proposes a phased management strategy for the brand fan lifecycle, offering theoretical foundations and practical guidance for fashion brands to achieve refined operations in the era of fan economy.