社交媒体消费者对线下演唱会的价值共创行为分析——以毛不易“幼鸟指南”演唱会杭州站为例  

Analysis of the value co-creation behavior of social media consumers towards offline concerts:Taking Mao Buyi's Hangzhou"Young Bird Guide"concert as an example

作　　者：巴丹 姜雪姿 BA Dan;JIANG Xuezi(Shi Liangcai School of Journalism and Communication,Zhejiang Sci-Tech University,Hangzhou 310018,China)

机构地区：[1]浙江理工大学史量才新闻与传播学院,杭州310018

出　　处：《浙江理工大学学报(社会科学版)》2025年第1期46-52,共7页Journal of Zhejiang Sci-Tech University:Social Sciences

基　　金：国家社会科学基金项目(21CXW011)。

摘　　要：社交媒体在线下演唱会生产的全过程中发挥着越来越重要的作用,消费者也可以参与其中,从单纯消费向参与生产转变。使用网络民族志研究方法,构建SIPS模型对毛不易“幼鸟指南”演唱会杭州站中消费者的行为模式进行分析。研究发现:生产者与消费者基于社交媒体在对演唱会这一文化产品进行生产与消费的过程中实现了创造价值的协同效应,二者在协商文化产品价值的过程中实现了对演唱会的价值共创。顺应时代打造文化产品,调动消费者自身力量为其赋能,能够促使文化商品消费市场良性发展。Social media plays an increasingly important role in the entire process of offline concert production in which consumers can also participate,shifting from simple consumption to participation in production.Using the network ethnography research method,the article constructs a SIPS model to analyze the behavior patterns of consumers in Hangzhou station of Mao Buyi′s"Young Bird Guide"concert.Research has found that producers and consumers achieve a synergistic effect of creating value in the production and consumption of products such as concerts based on social media,and the two achieve value co-creation of concerts through negotiation.Adapting to the times to create cultural products and mobilizing consumers′power to empower them can promote the healthy development of the cultural commodity consumption market.

关 键 词：社交媒体 价值共创 消费者行为 演唱会 SIPS模型 协同效应 

分 类 号：G206[文化科学—传播学]