The Impact of Fan Economy on Consumer Spending Behavior: A Case Study of QQ Music
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Keywords
QQ music, fan economy, payment behavior, fan identity, music consumption
Abstract
With the rapid development of digital technology and mobile Internet, music consumption has shifted from physical records and downloads to streaming platforms. In China, QQ Music has become not only a music playback tool, but also a digital entertainment platform integrating membership services, digital albums, paid singles, fan interaction and social participation. Therefore, studying QQ Music users’ consumption behavior is helpful for understanding the commercialization logic of Chinese digital music platforms. This paper takes QQ Music as a case study and uses questionnaire survey data to examine the factors influencing users’ payment behavior. The study focuses on three research questions: the usage habits and consumption characteristics of QQ Music users, the influence of functional factors such as price acceptance and usage habits, and the role of emotional factors such as artist content, fan identity and fan activities. Python is used to conduct descriptive statistics, visualization, Pearson correlation analysis and binary Logit regression to explore the relationship between these variables and whether users have made paid purchases. The results show that membership is the main consumption form, while paid singles and digital albums are important supplements. Price acceptance is the clearest factor influencing whether users pay. Fan identity and artist-related content mainly affect specific consumption behaviors rather than overall payment decisions.
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