粉絲與名人如何透過不同媒體進行類社會互動與後續效果研究

• Main Author: 江承瑀
• Language: 中文
• Published: 國立政治大學
• Subjects: 名人; 粉絲; 粉絲類型; 電視; 跨媒體; 網路社群; 類社會互動; celebrity; fan; fan type; television; cross-media; social media; parasocial interaction
• Online Access: http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0098452003%22.

本研究是為了比較電視媒體和網路社交媒體在名人與粉絲間的類社會互動程度與後續情感及行為效果上是否有差異。藉由蒐集314份網路問卷，以類社會互動程度為自變項、情感效果與行為效果為應變項，分別比較這兩種媒體。研究結果顯示：第一、不同媒介在引發粉絲對名人的類社會互動上的確存在差異，且以電視的影響力較大。第二、在類社會互動程度引發的情感、行為反應方面，電視都顯著地高於網路社群。第三、整體來說類社會互動程度在預測網路社群上的情感、行為反應是有效的預測變數，與過去電視媒體的文獻結果一致。此外，本研究也發展出粉絲類型量表，以量化的方式將粉絲依照對名人的感興趣程度分成低、中、高三類。進一步將三類粉絲分開檢視，發現粉絲類型確實會調節類社會互動程度與情感、行為效果。 === This research was done to study the relationship between the level of fans’ parasocial interaction and the effects caused by television and online social media. This study collected 314 online questionnaires. The independent variable was the level of parasocial interaction and the dependent variables were affective effects and behavioral effects, including the importance of celebrities, emotions of celebrities’ disappearance, activity, and adaption.The findings of this study indicate that television produced significantly greater influence on the level of parasocial interaction toward celebrities than online social media.Furthermore, the affective effects and behavioral effects caused by parasocial interaction from TV are more significant than the result from social media. Generally speaking, the level of parasocial interaction effectively predicts fans’ affective and behavioral in the context of online social media, which is consistent with the result found in the past television studies. Besides, this study developed a fan scale to classify fans into three levels, including low-interest fans, moderate-interest fans, and high-interest fans. The result reveals that the level of fans can moderate the effects of the level of parasocial interaction, affective effects, and behavioral effects of television and online social media.