网络粉丝群体心理研究

通过文献研究和案例分析以及与网络粉丝团的“粉丝头”的深度访谈，从网络粉丝群体的创建、群体领袖的产生、群体规范的形成、群体决策的执行和群体内聚力的影响5个方面分析了网络粉丝群体的心理活动。网络粉丝个体在加入网络粉丝群体之前存在着一个对群体的勘查过程，能够使加入的粉丝得到需要的信息，使之达到心理满足的网络粉丝群体更容易吸引“散粉”积极加入到群体中来。在粉丝群体创建之初，虚拟社区中最活跃、最积极的粉丝往往会被推选为群体的领导者。作为一种非正式群体，网络粉丝群体的规范对于群体成员的约束性较小，粉丝成员为了追求一种归属感与认同感，往往采取从众心理遵守群体规范与规则。粉丝群体的内聚力主要来源于集体的威望、成员之间的相互吸引和完成目标时得到的满足感。

The Psychological Study of Internet Fans Group

Through literature research, case analysis, and interviews with the leader of internet fans groups, this article analyzes the psychological characteristics of these internet fans groups from five aspects: founding of fans groups on the internet, group leaders, formation of group norms, group decision-making and the effect of group cohesion. Network fans joining fans groups prefer to make an investigation on groups in which fans gain the information they need, then the internet fans groups which satisfy the needs of those fans are easier to attract the "casual fans" to join the groups. At the beginning of founding, the most active fans in the virtual community tend to be selected to be leaders. As an informal group, the regulations of the internet fans groups make little restrictions on members. In order to pursue a sense of belonging and identification, fans take herd mentality to comply with the rules and regulations. These virtual communities form the cohesive forces mainly from the collective prestige, the mutual attraction between members and the satisfaction with the accomplishments.