Deep Engagement, Real Purchases: Psychological Mechanisms Linking Social Media Engagement to Physical Music Consumption
DOI:
https://doi.org/10.54097/60dfc649Keywords:
Social media engagement depth; fan consumption behaviour; physical music purchase; mediation effect; parasocial interaction.Abstract
Against the background of the high popularity of digital music, the sustainable value of physical music products in the fan economy still needs to be explained in depth. Based on the use of social media, this article distinguishes the depth of fans' social media engagement, and introduces social motivation, emotional motivation and collection motivation as psychological mechanisms, and systematically examines how the depth of engagement affects the purchase behavior of physical music. On the basis of questionnaire data, PCA and Varimax, multivariate linear regression analysis, Bootstrap confidence interval method, and regulatory regression model, the following conclusions are drawn. Compared with low engagement, deep social media engagement has a significant and stronger positive impact on physical music purchasing behavior; social motivation and emotional motivation play a significant intermediary role between the depth of engagement and purchasing behavior, while collection motivation does not form a stable intermediary path; singer interaction perception does not significantly regulate the depth of engagement on psychology. The robustness test further verified the universality of the research conclusions. This study expands the research perspective of fans' consumption behavior from the perspective of engagement level and psychological mechanism, and provides inspiration for the fan operation practice of the music industry.
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