Communications in Humanities Research ISSN: 2753-7072
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Research Article

Exploring Purchase Preferences of Chinese Gen Z Fans for Human and Virtual Idols on TikTok

Keke HuangYangtze University (Wuhan Campus) Yufan LinShanghai University* Xinting LouXJTU Suzhou Academy HK Prep Centre

* Corresponding author: [email protected]

Abstract

This paper examines the purchasing preferences of Chinese Generation Z fans for human and virtual idols on TikTok. It explores how social media companies leverage fan creativity and algorithmic recommendations to drive product sales and foster industry growth. The paper illustrates fans’ purchasing desires and analyzes their purchasing behaviors on social media platforms. Through survey data (139 valid questionnaires), the paper assesses user stickiness, content identification, and the variations in purchasing power and product preferences between fans of human and virtual idols. The findings reveal four key insights. 1. There are distinct purchasing preferences between fans of human idols and virtual idols, as human idol fans tend to favor practical items; virtual idol fans show a keen interest in limited collections and online/offline experiences. 2. Virtual idol fans exhibit stronger user loyalty and emotional connection than their human idol counterparts. 3. Virtual idol fans display less rational behavior and possess higher purchasing power for idol-related products. 4. The paper suggests different marketing strategies to target these two groups effectively. The paper provides research methods, experimental results, data analysis, and implications for marketing strategies and fan engagement.

Keywords: social media; virtual idol and human idol; Generation Z; fan purchasing preference; marketing planning
Published: December 7, 2023
DOI: 10.54254/2753-7064/19/20231197
Volume: CHR Vol.19
pp. 15-25
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