Abstract
This study posits the activities of the fandom as information behavior: information producing, information diffusion, information sharing. The authors identify the underlying motivation and needs which lead fandom to these behavior on the basis of contents theory. In particular, the manner in which the those needs influence the information behavior of fandom is explored. The data used in this study came from various Fan Cafs which are communities of star fan. The results from the survey shows that the fandom is a kind of culture closely connected to social needs. Fandom can be viewed as an important driving force in the entertainment industry as they are co-creating the value in entertainment market.
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