迷研究自Fiske在1989提出迷是一種閱聽人以來，研究取向多以迷為主動閱聽人此概論為主探討其的主動性，再者在探討迷與偶像的關係時，多以「認同」、「愉悅」、「創作」以及「模仿」為主，此種樂觀的態度探討兩者的關係，忽略了迷是會有不再迷戀偶像的可能。 本研究以此研究途徑出發，探討迷從迷戀偶像到不再迷戀偶像過程中的變化。透過質化取徑的深度訪談法，訪談十二位曾經為w-inds.迷的閱聽人，希冀透過與十二位受訪者的訪談，了解閱聽人成為迷之後的原因與行為，以及不再迷戀偶像後的原因與行為。 在整理訪談資料後提出以下研究發現：首先，閱聽人會因為偶像的外型、作品，在大眾媒體的曝光以及周儕團體與家人的推薦之下迷戀偶像，透過消費偶像商品、創作文本、參與演唱會、加入迷社群的方式表達自己對於偶像的喜愛，迷戀的過程也會有較為隱私的內在心理反應。其次，因為偶像的緋聞與轉變、自己的個人因素以及與他人的衝突不再迷戀偶像。不再迷戀偶像後會減少消費偶像商品的次數，退出原先加入的迷社群，也會出現負面行為以諷刺的言語評斷原先迷戀的偶像；最後，本研究亦發現若是迷當初是因為偶像的作品而迷戀偶像的話，只要偶像的新作品能夠再一次吸引到迷，這時候是有可能再一次迷戀偶像的。 / Since the study by Fiske in 1989 that fans are a type of audience, research on fandom has mainly focused on the proactiveness of fans. Furthermore, when exploring the interactions between fans and their idols, it is usually in the form of “agreement,” “pleasure,” “creation,” and “imitation.” Studying the relationships between both parties with such optimistic attitudes neglects the possibility that fans might someday lose interest in their idols. Based on the research context above, this study investigates the changes during the process of how fans begin and cease worshipping their idols. Through in-depth interviews of 12 w-inds. audiences, who were once fans, hope to understand the reasons for audiences becoming fans and their subsequent behaviors, as well as the reasons that they stop worshipping their idols and their subsequent behaviors. The following was found after data collation: firstly, audience members become fans due to their idols’ appearance, creative works, mass media exposure, and recommendations from peer groups and family members. The fans express their devotion by purchasing products related to their idols, writing fan-fictions, attending concerts, and joining fan organizations. During the process of idolization they also have inner psychological reactions. Next, gossip and changes in the idols, personal factors related to fans, and conflicts with others could result in the termination of their idolization. This leads to reduced frequency of purchasing products related to their idols, leaving fan groups they had previously joined, and even the use of ironic language when judging idols they had previously worshipped. Lastly, if fans initially idolized an idol due to their work, and if the idol can present a new creative work that can again attract the fans, then the audience members might once again become fans of the idol.

本研究以統一超商公仔代言人OPEN家族成員為觀察對象，分析其商品符號之迷群樣態，並將這樣的迷群現象與源自日本的贈品及可愛文化相連結，說明其消費意涵。 本研究的理論根據為Baudrillard的符號消費理論以及John Fiske關於迷現象的論述。研究發現，OPEN將從最初的贈品形式演變為超商集點活動的贈品主角，並進一步走上獨立品牌的道路。迷群透過不斷地消費OPEN家族這個可愛符號，達至閃躲社會規範的愉悅感以及對美好童年的懷舊想望。她們對於「可愛商品」的喜愛，其重要關鍵便是OPEN家族成員的形貌之為符號，背後所指涉的「嬰兒貌」（infancy）特質。本研究的受訪者之為迷群，展現了典型「迷」的特質，他們藉由在網路上大量貼出自己的蒐藏與OPEN家族成員的合照，作為一種文化資本的累積，為其顯著的迷群樣態。另外，這些迷群也會在網路上積極的貼文、串聯，無論是線上或線下的迷群活動均十分積極。 / The present study takes mascots of the 7-Eleven convenience stores in Taiwan　as the research objects. Through the analysis of the fans characteristics who love the symbols (i.e. the mascots), this research hopes to link the fandom to the “kawaii” and free gift cultures originated from Japan. This study adopts Baudrillard’s symbolic consumption and John Fiske’s fans theories to interpret this fandom culture prominent in Taiwan. It reveals that products of the “OPEN-jiang Family,” created by 7-Eleven convenience store, emerged originally as free gifts but gradually transform themselves to paid and even collected items as they garner more support from the zealous consumers. Through continuous consuming behaviors on these merchandises with “kawaii”characters, fans are able to escape social norms that discourage adults to act like mascot-loving children. Fans interviewed said that their love for OPEN-jiang, resulted from their consuming behaviors, help them to regain fabulous childhood memories and pleasure. The key concept behind these “kawaii” symbolic consumptions is “child-like infancy. “In addition, through the sharing of a large quantity of photos on their collections, fans treat the behavior of such capital accumulation as their main goal in fans’ life. They also actively communicate and interact with each other, both online and offline, sharing a feeling of camaraderie in the fan community.