Incentive schemes, framing, and market behaviour: Evidence from an asset-market experiment

Cui, Xuegang; Feltovich, Nick; Zhang, Kun

doi:10.1016/j.jebo.2022.03.007

Cited by 4 publications

(1 citation statement)

References 82 publications

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“…Improving the ecology of creators has also become an essential part of the development of virtual idols. Therefore, from the perspective of fan creators, the psychological motivation and external influencing factors of fan participation in virtual idol creation are a new field worth exploring (Edmondson et al, 2004;Titrek and Celik, 2011;Dahling and Ruppel, 2016;Raza et al, 2017;UNCTAD, 2018;Ahmad et al, 2019;Peng et al, 2019;Choi et al, 2021;Malik et al, 2021;Wang et al, 2021;Cui et al, 2022;Schilling et al, 2022).…”

Section: Introductionmentioning

confidence: 99%

The creative behavior of virtual idol fans: a psychological perspective based on MOA theory

Wang,

Long,

Zeng

et al. 2023

Front. Psychol.

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Breakthroughs in digital technology are accelerating the development and commercialization of virtual idols. They are overturning the traditional one-way communication between idols and fans, turning fans into producers and consumers. Therefore, identifying the motivations for fan creation can regulate and guide the creative behavior of fans and turn their creativity into productivity. This paper took “the factors influencing fans’ spontaneous participation in creating virtual idols” as the primary research question, took the Motivation Opportunity Ability (MOA) theory as the research framework, used questionnaires as the primary research method, and combined the relevant research on motivation theory and self-determination theory to explore fans’ creative behavior from the psychological perspective in depth. The empirical tests revealed that in the motivation dimension, interest motivation, achievement motivation, social motivation, and utility motivation all positively influenced fans’ creative behavior; in the opportunity dimension, fans’ perceived cost had a significant negative moderating effect on the influence of interest motivation, social motivation, and utility motivation on fans’ creative behavior; fans’ perceived community atmosphere was substantial. The moderating effect of knowledge and skills on the capability dimension was insignificant. For the virtual idol industry, the future development of the industry could not only focus on IP image creation and content production but also effectively stimulate fans’ creative motivation through the creation of an excellent community atmosphere, the provision of targeted creator services, and the reduction of fans’ perceived costs in the creation process.

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