2020 年疫情爆發後，韓國偶像產業加速轉向線上運營，從免費的V Live直播發展
⾄付費官⽅粉絲社群（官咖），提供會員專屬福利，如演唱會預售權與折扣優惠。
娛樂公司利⽤這些平台加強粉絲經營，透過數位互動培養粉絲的忠誠度。本研究
聚焦在探討K-pop 產業中，擬社會關係如何影響粉絲在偶像官⽅平台的參與程度，
並進⼀步探討其如何影響粉絲的正⾯⼝碑傳播意願與⾧期忠誠度。本研究透過台
灣幾個主要論壇收集到 213 份有效樣本，並運⽤ SPSS PROCESS MACRO驗證假
說。結果顯⽰，在訂閱偶像平台（如官⽅粉絲俱樂部與⼀對⼀聊天室）模式下，
顧客參與以擬社會關係作為中介像項⽬時，對粉絲的正向⼝碑傳播意願與⾧期忠
誠度產皆⽣影響。本研究與過往專注於⾮付費社交平台的研究不同，⽽是探索付
費互動是否對粉絲⾏為產⽣影響，提供新的切⼊視⾓與⾒解。研究結果證明，即
使在付費環境下，擬社會關係仍能有效提升消費者忠誠度與正向⼝碑傳播意，彌
補了過去僅限於免費平台的相關研究缺⼝。

After COVID-19 hit in 2020, the South Korean idol industry shifted rapidly online,
evolving from free V Live broadcasts to paid fan communities offering exclusive benefits
like concert pre-sales and discounts. Entertainment companies leveraged these platforms
to enhance fan engagement and loyalty through digital interactions. This study examines
how fan participation in official K-pop platforms influences positive word-of-mouth and
long-term loyalty, with an emphasis on the mediating role of parasocial relationships.
Using 213 valid samples from major Taiwanese forums, hypothesis testing via SPSS
PROCESS MACRO reveals that customer engagement in subscription-based platforms
(e.g., official fan clubs, and one-on-one chatrooms) has both direct and indirect effects on
fan behavior. Unlike prior studies on free social media, this research highlights how paid
interactions strengthen parasocial relationships, enhancing loyalty and brand-supporting
behavior, bringing new insights into previous assumptions.

THESIS VALIDATION LETTER .............................................................. i
ACKNOWLEDGMENTS .......................................................................... ii
摘要 ............................................................................................................. iii
ABSTRACT ................................................................................................ iv
LIST OF CONTENTS ................................................................................ v
LIST OF FIGURES ................................................................................. viii
LIST OF TABLES ...................................................................................... ix
CHAPTER 1: INTRODUCTION ............................................................. 1
1.1 Research Motivation ........................................................................................... 1
1.2 Research Background ......................................................................................... 2
1.3 Research Gap and Question ............................................................................... 3
1.4 Research Structure .............................................................................................. 5
CHAPTER 2: LITERATURE REVIEW .................................................. 6
2.1 Customer Engagement ........................................................................................ 6
2.1.1 Financial Bonds ............................................................................................... 9
2.1.2 Social Bonds .................................................................................................... 9
2.1.3 Structural Bonds ............................................................................................ 10
2.2 Parasocial Relationship ................................................................................... 12
2.3 Positive Word-of-Mouth .................................................................................... 15
2.4 Sustained Loyalty .............................................................................................. 17
CHAPTER 3: RESEARCH METHODOLOGY ................................... 21
3.1 Research Framework ........................................................................................ 22
3.2. Questionnaire Design ...................................................................................... 23
3.3 Sample and Data Collection ............................................................................. 30
3.4 Description of Respondent Characteristics ...................................................... 31
CHAPTER 4: RESEARCH FINDINGS & DATA ANALYSIS ............ 34
4.1 Reliability and Validity ..................................................................................... 34
4.2 Correlation Coefficient ..................................................................................... 38
4.3 Hypothesis Analysis .......................................................................................... 40
CHAPTER 5: DISCUSSION & CONCLUSION ................................... 48
5.1 Discussion ......................................................................................................... 48
5.2 Theoretical & Management Implications ......................................................... 49
5.3 Limitations and Future Research ..................................................................... 51
REFERENCES ......................................................................................... 53
APPENDIX 1: SURVEY QUESTIONNAIRE IN ENGLISH .................................. 59

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