虚拟偶像行业受众群体消费行为分析

Virtual Idol Industry Audience Group Consumption Behavior Analysis

摘要: 在娱乐产业不断发展的今天，偶像产业发展也日益丰富，不仅传统偶像产业竞争激烈，虚拟偶像行业也不断发展，偶像产业形成“且发展且竞争”的形式。为了解虚拟偶像行业受众消费行为，并对虚拟偶像行业发展提出建设性意见，本文根据线上问卷调查数据以及文献数据，运用描述性统计和结构方程模型，对虚拟偶像受众群体基本特征进行画像，并对消费者对虚拟偶像的消费偏好及其缘由、虚拟偶像消费潜在用户态度进行分析，为虚拟偶像拓宽市场提出合理建议，同时对虚拟偶像未来发展进行预测。得出结论虚拟偶像受众群体多为青年群体、多为中高收入群体、新用户较多、消费欲望较强烈；虚拟偶像市场平稳发展，市场规模不断扩大；能力感知、信息感知、形象构建和资本支持都可以促进受众的消费意愿的结论。并根据结论提出可行性建议。

Abstract: Today, as the entertainment industry continues to develop, the idol industry is becoming more and more abundant, and not only the traditional idol industry is highly competitive, but also the virtual idol industry is developing, and the idol industry is “developing and competing”. In order to understand the consumption behavior of the audience of virtual idol industry and give constructive opinions on the development of virtual idol industry, this paper uses descriptive statistics and structural equation modeling based on online questionnaire data and literature data to profile the basic characteristics of the audience of virtual idol, and analyze the consumption preferences of consumers for virtual idols and their reasons, and the attitudes of potential users of virtual idol consumption, so as to provide reasonable suggestions for the expansion of virtual idol market. The analysis also provides reasonable suggestions for virtual idols to broaden the market, and predicts the future development of virtual idols. The conclusion that virtual idol audience groups are mostly young people, mostly middle and high income groups, more new users, and stronger consumption desire; the virtual idol market is developing steadily and the market scale is expanding; the conclusion that ability perception, information perception, image construction and capital support can promote the audience’s consumption intention. And the feasibility suggestions are made based on the conclusions.