From Growth Observation to Continuous Payment: How Growth Visibility Perception of Idol Development Influences Generation Z Fans’ Consumption Intention

Abstract

With the development of the digital entertainment industry, "growth-idol" has gradually attracted more attention from young people. Unlike traditional idols, these idols show their growth process to fans through social media, live streaming platforms, and variety shows. That allows fans to see their transformation from trainees to established artists. This public display of their growth attracts a large number of Generation Z fans and promotes their consumption behavior. Therefore, researching the factors influencing fans' continued willingness to pay is a great significance. This study aims to explore the impact of growth visibility perception on Generation Z fans' continued willingness to pay. Based on interaction theory and customer engagement theory, the study uses emotional attachment and fan sense of accomplishment as mediating variables. And the study adds fan participation into the research framework. A questionnaire survey was used to collect 201 valid questionnaires. And SPSS was used for data analysis. The results show that growth visibility perception significantly increases fans' emotional attachment and fan sense of accomplishment. Meanwhile, emotional attachment and a sense of accomplishment among fans significantly increase their willingness to pay. This indicates that when fans can clearly see their idol's growth progress, they are more likely to establish an emotional connection with their idol and gain a sense of accomplishment from accompanying their idol's growth activities. Then fans will be more willing to provide long-term support and spending. This study contributes to enriching research on the fan economy and can also provide a reference for entertainment companies in developing fan management and marketing strategies.