Under the prevalence of idol culture, the influence of fans no longer only involves the art and the publishing industry. However, most of the related research focuses on product design, and less emphasis is placed on marketing and fan psychology. Therefore, this study takes this as a background, through the perspective of consumer psychology, and based on the "social comparison jealousy" generated by social comparison and the "romantic jealousy" generated by attachment, to explore whether being a fan will be because of these two differences jealousy, and how these two kinds of jealousy affects their purchase intention. We recruited TWICE fans and took Zhou Ziyu's fans as the main subjects. Using an online laboratory experiment method, subjects were randomly assigned to four experimental situations which are "see many people own/group goods", "see many people own/individual goods", "see few people own/group goods", "see few people own/group goods" to manipulate subjects' social comparison jealousy and romantic jealousy. The results of the study we found that both the social comparison jealousy and romantic jealousy can positively affected subjects' purchase intention; and social comparison jealousy had a greater effect than romantic jealousy. Through this research, we suggest that when marketers want to manipulate fan’s psychology to increase their purchase intention , they can first manipulate their social comparison jealousy.
