Motivations and consumption practices of fostered idol fans : a self-determination theory approach

Purpose: “Fostered idols” refer to entertainment idols and young stars-in-the-making who begin their careers as amateurs. Today, the fostered idol model has become increasingly popular in China, and fans demonstrate incredible consumption power. Despite the booming market, little is known about this phenomenon. Therefore, this study aims to explore fans’ motivations and consumption practices from the consumer’s perspective within the framework of self-determination theory. Design/methodology/approach: In all 20 in-depth interviews with fostered idol fans were conducted through online phone calls. The interviews were recorded, transcribed and subsequently analysed using a grounded approach. Findings: The results indicate that fans’ consumption practices are motivated both intrinsically and extrinsically. Intrinsic motivation includes sensory pleasure while extrinsic motivations are composed of a sense of being needed and a sense of success. Extrinsic motivations play a dominant role and reflect the needs of relatedness and competence. Additionally, consumption practices are found to be consistent with motivations. Research limitations/implications: The results show the crucial role of psychological satisfaction experienced by fans in the consumption of the fostered idol and highlight the importance of a relatedness- and competence-supportive environment to secure fans’ persistent consumption and loyalty. Originality/value: This study focuses on fans of fostered idols that has not been explored in existing studies and offers valuable insights regarding the similarities and differences between fan consumption in China and other Asian countries. The results will inform marketing practitioners for the development of effective strategies and business decisions.