Abstract: In the era of digital communication,the fan culture is transforming and reconstructing the values of the digital world. By creating new consumption demand, fan culture is exerting a profound impact on consumption of college students, the new generation that boosts the growth of the consumer market and the major participants of the fan culture. In spite of its positive contribution to culture consumption in content,public service and in involvement,the fan culture also plays a negative influence on college student's attitude to consumption by confusing consumption and self-value. To reduce the negative influence of fan culture on college student's consumption, efforts must be made in online fans platform operation, consumption education, student self-discipline, legal supervision and family modelling, so that college students have correct view on consumption.

Key words: digital communication, fan culture, college student's, consumption view, fans operation, consumption education