随着互联网业态以及娱乐文化的蓬勃发展，我们正身处于一个“全民娱乐”的时代。当前，以偶像符号为核心的崇拜性消费愈演愈烈，一度成为了社会热议话题。在这场消费狂欢的背后，社交媒体中高度活跃的粉丝群体正是其核心参与者。通过对“饭圈”的观察和体验发现，当粉丝群体受到来自外界的负面言论刺激即感知到社会认同威胁时，其崇拜性消费行为会在短期内显著提升，这样的现象在高度依赖“饭圈”的粉丝群体身上更加明显。本研究从该现象入手，以社会认同威胁出发，研究其对崇拜性消费产生的影响，并探讨在上述关系中基本心理需要满足的中介作用以及自我建构的调节作用。
首先，预研究开展了关于社会认同威胁情境评价以及崇拜性消费现状的调查，旨在基于当前的娱乐文化和互联网环境，调查粉丝群体对于当下“饭圈”语境中4个不同负面情境下社会认同威胁的感知情况，并了解目前粉丝群体崇拜性消费情况（如消费类别、产品、价格）。结果发现：“价值贬损”情境对于粉丝群体而言感知到的社会认同威胁程度最高；偶像杂志、偶像代言产品、偶像数字专辑是粉丝群体参与频次最高的崇拜性消费行为；在偶像代言产品中，服装及护肤品为购买频次最高的产品。
研究一采用问卷调查探讨社会认同威胁对崇拜性消费的影响，以及基本心理需要满足的中介作用和自我建构的调节作用。首先向被试呈现预研究中筛选的社会认同威胁情境，并要求被试评定其感知到的社会认同威胁程度，同时就其崇拜性消费意愿、基本心理需要满足、自我建构进行评价。结果发现：社会认同威胁对崇拜性消费正向预测作用显著，社会认同威胁通过降低基本心理需要满足进而提升崇拜性消费意愿。通过检验自我建构的调节作用发现，自我建构调节社会认同威胁与崇拜性消费意愿之间的关系。相比于独立型自我建构，互依型自我建构的粉丝在遭受社会认同威胁后会表现出显著更高的崇拜性消费意愿。
研究二采用单因素被试间设计进一步探讨基本心理需要满足的中介作用和自我建构的调节作用。本研究将被试分为控制组（无社会认同威胁组）和实验组（社会认同威胁组），与研究一不同的是，研究二设置三个不同的崇拜性消费情境，探讨在不同产品的消费情境中社会认同威胁对崇拜性消费行为意愿的影响。结果显示，相对于控制组，实验组崇拜性的消费行为意愿明显更高，说明社会认同威胁会促进崇拜性消费行为意愿，而且社会认同威胁使得基本心理需要满足受挫进而提升崇拜性消费行为意愿。此外，自我建构调节社会认同威胁与崇拜性消费行为意愿的关系，即相比于独立型自我建构，互依型自我建构的粉丝在遭受社会认同威胁后会表现出显著更高的崇拜性消费意愿。研究二的结果再次验证了研究一的发现，显示出结果的稳健性。
上述两个研究的结果表明，社会认同威胁显著正向预测崇拜性消费，社会认同威胁通过降低粉丝的基本心理需要满足进而提升其崇拜性消费。并且，自我建构调节社会认同威胁与崇拜性消费之间的关系，且相比于独立型自我建构，互依型自我建构的粉丝在遭受社会认同威胁后会表现出显著更高的崇拜性消费意愿。

With the booming development of the Internet industry and entertainment culture, we are in an era of “Whole-Nation Entertainment”. At present, the worship consumption centered with idol symbols is increasingly widespread, even becoming a hot social topic. Behind this consumption carnival, the highly active fans on social media are the core consumers. Through the observation and firsthand experience to Fandom, it is found that when fans were stimulated by negative comments from the outside, that is, when they perceived social identity threat, their worship consumption behavior would be significantly improved in a short term. This phenomenon is more obvious in fans who are more dependent on Fandom. Based on this phenomenon, the research studied whether social identity threat triggers fans’ worship consumption. In addition, the present study also explored the mediating role of basic psychological needs and the moderating role of self-construal.
Firstly, based on the current entertainment culture, the pilot study aimed to investigate fans’ perception of social identity threat under four different negative situations in Fandom, and to understand the current state of worship consumption (e.g., category, product, and price). The results showed that the “value dispraise” scenario received fans’ highest social identity threat. Idol magazines, idol-endorsed products, and digital idol albums are the most consumed products. Moreover, clothing and skincare are most frequently purchased in idol-endorsed products.
Study 1 aimed to explore the mediating role of basic psychological needs satisfaction and the moderating role of self-construal through a questionnaire survey. This study presented the social identity threat scenarios selected from the pilot study and required participants to evaluate the perception degree of social identity threat, as well as their worship consumption intention, basic psychological needs satisfaction, and self-construal. The results showed that social identity threat had a significant positive prediction effect on worship consumption. Social identity threat may improve the worship consumption intention by reducing basic psychological needs satisfaction. Additionally, the findings indicated that self-construal moderated the relation between social identity threat and worship consumption intention, that is compared to participants with interdependent self, those with independent self-had significantly higher on worship consumption intention under social identity threat condition.
Study 2 applied a single-factor inter-subject method to further explore our hypotheses. In this study, participants were divided into the control group (no social identity threat group) and the experimental group (social identity threat group). Distinguished from study 1, study 2 set up three different worship consumption scenarios to observe the impact of social identity threat on the intention of worship consumption behavior. The results showed that the intention of worship consumption behavior of participants in the experimental group was significantly higher than those in the control group. The results of study 2 also revealed the results of study 1, showing the robustness of the findings.
Based on Study 1 and Study 2, it is found that social identity threat significantly and positively predicts worship consumption by reducing basic psychological needs satisfaction. Moreover, self-construal plays a moderating role between social identity threat and fandom worship consumption. Specifically, compared with individuals with interdependent-self, those with independent-self have significantly higher worship consumption intention when facing social identity threat.