粉絲購買偶像商品意願之動機探討：擬社會關係與擬親人關係

The Motivations of Fans to Own Idols’Merchandises: Parasocial Relationships and Parakin Relationships

偶像商品愈來愈受到粉絲的靑睞。本研究利用深度訪談法探討擬社會與擬親人關係如何影響粉絲擁有偶像商品意願。本研究發現，自我、偶像導向動機使粉絲對偶像產生擬親人關係，形成向上社會比較，促進其購買偶像商品。自我導向、友誼導向動機形塑粉絲間的擬社會關係與社會比較刺激購買偶像商品。本研究深化擬親人關係理論，探索擬親人關係的動機與現象，討論影響其購買偶像商品之動機，並以NFT為例，塡補目前學界仍為少數的娛樂NFT研究。

Purchasing idols’merchandises has become more and more popular among fans. This study utilizes in-depth interviews o investigate impacts of the motivations of parakin relationships on purchase intentions of idol’s merchandises. The research reveals that self-oriented and idol-oriented motivations lead fans to develop parakin relationships with idols, and social comparisons enhance the intentions. Moreover, self-oriented and friend-oriented motivations shape parasocial relationships among fans, and the social comparisons among fans stimulate their desire to acquire idols’merchandises. This research uses NFT as an example and fulfills the gap in the literature and enriches the parakin relationship theory. It also explores the motivations of parasocial interactions and parakin relationships among fans, and how they lead to the purchase decision of NFTs.