Abstract: Through the quantitative analysis of training mechanism and consuming intention occurence of “fans”, the paper gets the factors that affect the user′s willingness to consume in We-Media community include loyalty, sense of belonging, transition cost, information utility, trust, service quality, material incentives, social value, image manifestation, sense of entertainment, etc. Personal perception, group consciousness and interest demand are the comprehensive indicators that affect consumers′ willingness to consume in the We- Media community, and users can be divided into 4 categories according to these 3 indicators. This paper proposes the management suggestions for maintaining users based on the feature of “fans”, in order to get the overall decision-making direction to promote consuming and provide a reference for making management decisions of relevant online community.

Key words: “fan economy”, We-Media community, consuming intention, K-means cluster