Research on Gendered Consumption Behavior among Idol Group Fans: Social Driving Forces and Emotional Differences

The global expansion of K-pop idol culture reveals distinct gender differences in fan consumption behaviors. K-pop, as a global cultural phenomenon, has not only driven transformations in music, fashion, and consumption behavior but also established a distinct fan economic model. The consumption patterns of K-pop fan groups exhibit pronounced gender characteristics on a global scale. However, the current literature has yet to explore in depth the social, emotional, and psychological mechanisms behind these gender differences. As K-pop idol culture spreads globally, fan consumption demonstrates apparent gender differences. This study focuses on Chinese fans of K-pop idol groups. It employs in-depth interviews with two male and two female fans to explore the gendered differences in idol-related consumption and their underlying social, emotional, and psychological factors. Findings reveal that female fans prioritize emotional investment and a sense of belonging, leading to higher consumption frequency and expenditure. In contrast, male fans display a more rational consumption pattern, using their spending to showcase social capital and personal taste, emphasizing a balance between economic rationality and aesthetic value. These results may contribute to the academic discourse on idol culture and fan economics, providing a more comprehensive understanding of gendered consumption characteristics among fans.