Is idol worship good or bad? A chain mediation model connecting anxious attachment and prosocial behavior tendency among Chinese fans.

Idol worship is widespread in contemporary society. Individuals with anxious attachment are particularly prone to engage in idol worship as a means of compensating for their psychological needs. However, the mechanisms linking attachment styles to behavioral outcomes within fan groups remain unexplored. Grounded in attachment theory, the present study proposes a chain mediation model to illustrate how fans with anxious attachment relate to their prosocial behavior tendencies through parasocial intimacy and perceived social support. We conducted an anonymous online survey using snowball and convenience sampling methods across major Chinese social media platforms, including WeChat, QQ, and Weibo. Findings from 547 participants indicate that anxious attachment is positively associated with prosocial behavior tendency. Furthermore, parasocial intimacy and perceived social support serially mediate the relationship between anxious attachment and prosocial behavior tendency. This study challenges prevailing stereotypes that view idol worship as emotional, pathological, or socially isolating. Instead, it enhances the understanding of fan groups by elucidating the specific mechanisms through which idol worship could benefit fans and promote their prosocial behaviors, particularly those with anxious attachment.