The Influence of Age Groups on Fan Consumption Behaviors and Support Patterns: A Case Study of Taiwan

Author Information

Tzu Chi Lien, Fu Jen Catholic University, Taiwan
Tzu Ling Ma, Fu Jen Catholic University, Taiwan
Hsiu-Ju Yang, Fu Jen Catholic University, Taiwan

Abstract

This study examines fan consumption behaviors across age groups and analyzes the impact of popular culture and idol attributes. Prior research has primarily focused on younger populations, with limited attention to differences in consumption choices, idol nationality preferences, and cultural influences among various age cohorts. A survey conducted in Taiwan yielded 273 valid responses. The analysis encompassed variables such as age, expenditure, idol nationality appeal, product preferences, and behavior types. Results indicate that fans aged 21–25 exhibit the highest purchasing power, favoring official merchandise and participation in events; those aged 26–30 prefer physical support such as concert attendance; while fans aged 31 and above, constrained by economic pressure and product relevance, show lower consumption intentions. Fan behavior is also shaped by the evolution of popular culture, shifting from Hong Kong influences to Japanese trends and the Korean Wave, driving changes in consumption preferences and support forms. These findings provide valuable insights for businesses aiming to develop product strategies aligned with the preferences of different age groups and cultural orientations.

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