本研究旨在探討擬社會互動對台灣獨立樂團 Facebook 粉絲專頁樂迷的 作用機制,與樂迷發展忠誠行為後的自我認同。本研究採網路問卷調查法, 共蒐集 713 份有效樣本。結果指出,樂團的外型、社交、任務吸引力,及樂 迷的社交性動機、寂寞感、觀看時間、教育程度與玩團經驗,皆正向影響擬 社會互動。擬社會互動對樂迷的六項忠誠行為也都有正向影響。此外,追蹤 粉專、觀看粉專、聆聽作品與現場免費演出,皆正向影響樂迷對樂團的行為 認同;聆聽作品、現場免費演出及購買周邊商品則會加強樂迷對樂團的知覺 認同。在樂迷個人認同部分,僅有參與樂團現場售票演出會正向影響個人認 同。本研究結果對樂團的社群經營具實務貢獻,可供行銷管理面參考。

關鍵詞:自我認同、忠誠行為、獨立樂團、擬社會互動、Facebook 粉絲專頁 

This study uses parasocial interaction perspective to observe the loyalty behavior and self-identity of band fans on Taiwan independent bands’ Facebook fan pages. This study conducts a web survey to collect data. In total, 713 questionnaires are successfully collected. Results show that bands’ physical, social and task attraction, and band fans’ social motivation, loneliness, viewing time, education level and band-playing experience all have significant positive effects on parasocial interaction. Parasocial interaction also has significant positive effects on the six types of band fans’ loyalty behavior. In addition, following fan pages, viewing fan pages, listening to music works and attending live performances for free have significant positive effects on fans’ behavioral identity toward bands. Listening to music works, attending live performances for free and purchasing peripheral commodities have significant positive effects on fans’ perceptual identity toward bands. But only attending live performances for ticket sales has significant positive impact on fans’ personal identity. Results from this study have marketing implications for bands’ business management.

Keywords: Facebook fan page, independent band, loyalty behavior, parasocial interaction, self-identity