Research on the Spillover Effect of Fan Behavior on Star Image in the Idol Industry Era

With the increasing public influence of stars, this paper takes the famous '2.27' event among Chinese fans as the fundamental perspective to deeply analyze the formation process of the Chinese idol industry and fan culture. In this process, it is found that fan behavior plays a vital role in the public perception of a star's image, which can not only make the celebrity more valued by the sponsor but also make the public have a strong aversion to a particular star. This study summarized and analyzed the specific behavior of fans and its significance. Based on the existing studies, it elaborated how the spillover effect of star image from the psychological perspective produced and had a cognitive impact on the public through the primacy effect, recency effect, and halo effect. In view of the negative spillover effect caused by fans' behavior, the paper also gives two levels of stars' personal and social supervision to deal with the problem and attempts to improve the wrong order in the star-worshiping group.