社群媒體影響者與粉絲關係管理：檢視粉絲對自創時尚品牌影響者之人際吸引力產生擬社會互動與依附關係模型

Relationship Management between Social Media Influencers and Fans: A Model of Fans' Interpersonal Attraction Toward Influencers with Their Own Fashion Brand and Its Association with Parasocial Interaction and Attachment

社群媒體影響者透過打造個人形象，與粉絲進行互動並培養關係，此新型態的影響者行銷，深切地影響消費者的日常生活方式與購買行為。但回顧過往文獻，發現較少探討社群媒體影響者與粉絲關係管理之影響因素。因此，本研究整合人際吸引力、擬社會互動與依附等理論，建構社群媒體影響者與粉絲關係管理模型，以利檢視社群媒體影響者與粉絲之擬社會關係的發展歷程，進而了解其管理意涵。
本研究採用調查法，並以自創時尚品牌的社群媒體影響者為例。研究結果顯示，粉絲與社群媒體影響者之關係發展過程中，粉絲受到人際吸引力相關因素之影響，與社群媒體影響者產生擬社會互動，而雙方之擬社會互動使粉絲產生情感依附，進而增強粉絲對於社群媒體影響者之黏著度與歸屬感。此一完整模型可提供給社群媒體影響者做為重要參考，以探究其人際吸引力的來源與粉絲關係管理。

Social media influencers interact with fans and cultivate relationships by building personal images. This new type of influencer marketing has profoundly affected our daily lives and purchasing behaviors. A literature review reveals that few studies have investigated the factors that may influence the relationship management between social media influencers and fans. This study integrates interpersonal attraction, parasocial interaction, and attachment theories to construct a relationship management model between social media influencers and fans. This approach helps understand the development of the parasocial relationship between social media influencers and fans and its managerial implications.
This study surveyed the fans of two social media influencers who created their own fashion brands. The results show that factors related to interpersonal attraction influence fans and their parasocial interaction with social media influencers. These parasocial interactions make fans emotionally attached to social media influencers, fostering stickiness and a sense of belonging. This study's comprehensive model can serve as an important reference for social media influencers regarding the sources of interpersonal attraction and managing fan relationships.