本研究搜集299份線上問卷，以類社會互動理論的取徑去探究在Facebook中介下的品牌關係。研究結果發現，品牌吸引(包括社會吸引和任務吸引)以及粉絲的工具性媒介使用動機與類社會互動成正相關，但粉絲的年齡、教育程度、收入此三個人口統計變項與類社會互動間的關係則不顯著。而類社會互動與品牌關係亦成正相關，並完全中介品牌吸引且部分中介粉絲的工具性媒介使用動機對品牌關係的影響。 / This study collected 299 Web questionnaires and applied parasocial interaction perspective to examine the relationship between fans and brands on Facebook. Finding revealed a positive relationship between brand attractions (including social and task attraction) and instrumental media motivation to parasocial interaction. Demographics (including age, education, and income) did not have a significant relationship with parasocial interaction as expected. There is also a positive relationship between parasocial interaction and brand relationship. Parasocial interaction perfectly mediated the influence of brand attractions and partially mediated the influence of the instrumental media motivation on brand relationship.

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.