超越內容：擬社會關係在創作者經濟中對自媒體使用者忠誠度的影響

Beyond Content: The Impact of Parasocial Relationships on Self-media User Loyalty in the Creator Economy

網路視訊串流平台的興起，帶動了自媒體產業的蓬勃擴張，使其成為學術界探究數位傳播的重要領域。在創作者經濟的架構下，自媒體製作者扮演著價值創造的核心角色，藉由深化社群互動及品牌協作，為商業生態系貢獻顯著收益。然而，現有文獻對於驅動用戶忠誠度的因素探討仍顯不足，尤其是超越技術功能性指標、探究深層心理機制的實證研究較為不足。鑒於此，本研究擴充了「期望確認模式」（ECM），將「知覺價值」與「擬社會關係」納入理論框架，旨在探測影響自媒體受眾忠誠度的前因。本研究透過768份針對台灣自媒體使用者的有效樣本進行量化分析。實證結果指出，滿意度雖是基本訂閱意圖的主要驅動力，但卻難以有效預測高承諾行為。相較之下，擬社會關係展現出更為穩健且全面的預測力，不僅顯著影響訂閱意圖，更是驅動付費會員與購買代言產品之高承諾忠誠行為，這證實雖然知覺價值與滿意度提供功能性基礎，但在創作者經濟中，情感與關係紐帶對於鞏固深層經濟支持更至關重要。本研究釐清了建構自媒體忠誠度的關鍵機制，並為行銷策略、粉絲關係經營及創作者導向服務的優化設計提供了具體的實務參考。

The rapid expansion of digital video platforms has catalyzed the growth of self-media, making it a focal point for contemporary academic inquiry. Within the creator economy, these independent content producers act as pivotal stakeholders who generate commercial value through strategic brand alliances and audience engagement. Nevertheless, existing literature offers limited insights into the underlying drivers of user loyalty, particularly regarding the psychological mechanisms that transcend functional service quality. To bridge this gap, the current study extends the Expectation Confirmation Model (ECM) by incorporating“perceived value”and“parasocial relationships”to model the determinants of loyalty toward self-media creators. This conceptual framework was empirically validated using survey data from 768 Taiwanese users. The results demonstrate that while satisfaction serves as a primary driver for basic subscription intentions, parasocial relationships emerge as a more robust and comprehensive predictor of loyalty. Specifically, parasocial relationships significantly influence not only subscription intentions but also high-commitment behaviors, including paid memberships and endorsed-product purchases. This highlights that while perceived value and satisfaction provide a functional foundation, emotional and relational bonds are more critical in securing deep economic support within the creator economy. These findings provide actionable insights for marketing strategies and relationship management, offering a blueprint for designing creator-centric service models in the evolving digital landscape.