The Influence of Family on the Fandom Activities of Middle-aged Married Women

Middle-aged married women fans seem to have different characteristics from previously studied youth fandom through negotiations and resistance in gender roles, age norms, and child and husband family relationships. This study presents to investigate middle-aged women’s fandom activities on the relationship between family support, spending burden, guilt, family relationship satisfaction, and age norms regarding whether to disclose fandom activities to families and fandom activity satisfaction. The conclusion of this is as follows. Firstly, the higher the willingness to disclose fandom activities to the family, the higher the satisfaction level of fandom activities. Also, the higher the satisfaction level of family relationships, the higher the willingness to disclose fandom activities to the family. Secondly, the greater the burden of spending on fandom activities, the greater guilt the family while the higher the family's support for fandom activities, the lower guilt the family. Finally, the higher the age norm, the lower the satisfaction level of fandom activities. Based on the results, the conclusion suggests marketing implications to the fandom culture of middle-aged women as the leisure.