The Creative Behavior of Virtual Idol Fans: a Psychological Perspective Based on MOA Theory

Overview

Journal Front Psychol

Date 2023 Dec 11

PMID 38078259

Authors

Qingnian Wang

Shuyu Long

Yanfei Zeng

Lan Tang

Yunpei Wang

Affiliations

Soon will be listed here.

Abstract

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.

References

Wang W, Kang S, Choi S . Effects of Employee Well-Being and Self-Efficacy on the Relationship between Coaching Leadership and Knowledge Sharing Intention: A Study of UK and US Employees. Int J Environ Res Public Health. 2021; 18(20). PMC: 8535319. DOI: 10.3390/ijerph182010638. View

He P, Zhou Q, Zhao H, Jiang C, Wu Y . Compulsory Citizenship Behavior and Employee Creativity: Creative Self-Efficacy as a Mediator and Negative Affect as a Moderator. Front Psychol. 2020; 11:1640. PMC: 7385136. DOI: 10.3389/fpsyg.2020.01640. View

Liberman N, Molden D, Idson L, Higgins E . Promotion and prevention focus on alternative hypotheses: implications for attributional functions. J Pers Soc Psychol. 2001; 80(1):5-18. View

Wan X, He R, Zhang G, Zhou J . Employee engagement and open service innovation: The roles of creative self-efficacy and employee innovative behaviour. Front Psychol. 2022; 13:921687. PMC: 9481274. DOI: 10.3389/fpsyg.2022.921687. View

Podsakoff P, Mackenzie S, Lee J, Podsakoff N . Common method biases in behavioral research: a critical review of the literature and recommended remedies. J Appl Psychol. 2003; 88(5):879-903. DOI: 10.1037/0021-9010.88.5.879. View

Tierney P, Farmer S . Creative self-efficacy development and creative performance over time. J Appl Psychol. 2010; 96(2):277-93. DOI: 10.1037/a0020952. View

Lu L, Luo T, Zhang Y . Perceived overqualification and deviant innovation behavior: The roles of creative self-efficacy and perceived organizational support. Front Psychol. 2023; 14:967052. PMC: 9912157. DOI: 10.3389/fpsyg.2023.967052. View

Baer M, Oldham G . The curvilinear relation between experienced creative time pressure and creativity: moderating effects of openness to experience and support for creativity. J Appl Psychol. 2006; 91(4):963-70. DOI: 10.1037/0021-9010.91.4.963. View

Edmondson S, Mastracchio A, Beconi M, Colwell Jr L, Habulihaz B, He H . Potent and selective proline derived dipeptidyl peptidase IV inhibitors. Bioorg Med Chem Lett. 2004; 14(20):5151-5. DOI: 10.1016/j.bmcl.2004.07.056. View

10.

Nguyen T, Malik A, Budhwar P . Knowledge hiding in organizational crisis: The moderating role of leadership. J Bus Res. 2021; 139:161-172. PMC: 8516615. DOI: 10.1016/j.jbusres.2021.09.026. View

11.

Liang Z, Suntrayuth S, Sun X, Su J . Positive Verbal Rewards, Creative Self-Efficacy, and Creative Behavior: A Perspective of Cognitive Appraisal Theory. Behav Sci (Basel). 2023; 13(3). PMC: 10045672. DOI: 10.3390/bs13030229. View

12.

He P, Jiang C, Xu Z, Shen C . Knowledge Hiding: Current Research Status and Future Research Directions. Front Psychol. 2021; 12:748237. PMC: 8586422. DOI: 10.3389/fpsyg.2021.748237. View

13.

Zhang M, Chen Z, Zhao L, Li X, Zhang Z, Zhang X . How does high-commitment work systems stimulate employees' creative behavior? A multilevel moderated mediation model. Front Psychol. 2022; 13:904174. PMC: 9393538. DOI: 10.3389/fpsyg.2022.904174. View

14.

Ryan , Deci . Intrinsic and Extrinsic Motivations: Classic Definitions and New Directions. Contemp Educ Psychol. 2000; 25(1):54-67. DOI: 10.1006/ceps.1999.1020. View

15.

Hwang S, Kang S, Kim S, Han K, Kim B, Jung W . Impact of Age-Related Macular Degeneration and Related Visual Disability on the Risk of Depression: A Nationwide Cohort Study. Ophthalmology. 2023; 130(6):615-623. DOI: 10.1016/j.ophtha.2023.01.014. View