NFT帶來另類粉絲經濟。本研究利用深度訪談法，探討自我導向、偶像導向動機粉絲－偶像擬親人關係，粉絲間的擬親人關係，以及擬親人關係形成後的社會比較，如何影響粉絲擁有偶像NFT的意願。本研究發現，自我導向、偶像導向動機會造成粉絲對偶像之擬親人關係，且粉絲會對偶像形成向上社會比較，這些動機與向上社會比較會促進他們購買偶像NFT的意願。此外，自我導向、他人導向動機形塑了粉絲之間的擬社會關係，他們之間的社會比較將刺激其購買偶像NFT之意願。本研究加入家庭關係、社會比較理論深化擬親人關係理論之建立，同時亦探索粉絲間形成擬社會互動、擬親人關係的動機與現象，討論影響擬親人關係粉絲購買偶像NFT之動機因素，更填補目前學界仍為少數的娛樂NFT研究。實務貢獻建議基於NFT特性，將目標客群設定為擬親人關係粉絲，並利用粉絲在自我導向中的「逃避與補償」、「身分獲取」、「自我成就」，與偶像導向之「娛樂滿意度」、「魅力吸引力」、「陪伴」，以及粉絲間的向上、橫向、向下社會比較動機，規劃偶像NFT內容與行銷策略，推出滿足粉絲需求的NFT項目，強化擬親人關係粉絲購買意願。

NFT brings an alternative fan economy. This study uses in-depth interviews to explore the relationship between fans and idols with self-oriented and idol-oriented motivations, and discusses the relationship between fans. This study also explore the social comparison after the formation of the relationship between fans and idols, and how it affects fans' willingness to own idols’ NFT. This study founds that self-orientation and idol-orientation may lead fans to develop the “Parakin relationship” between fans and idols, and fans will form an upward social comparison with idols. These motivations will promote their willingness to buy idols’ NFT. In addition, the motivation of self-orientation and friendship-orientation shapes the Parakin relationship between fans, and the social comparison between them will stimulate their willingness to buy idols’ NFT. This study not only deepens the theory of Parakin relationship, but also explores the Parasocial relationship and Parakin relationship among fans. This study also explores the motivations about fans' purchase of idols’ NFT, and tries to fill in the research on entertainment NFT that is still a few in academe.Furthermore, This study suggests that based on the characteristics of NFT, entertainments can take the Parakin fans as target audiences. Entertainments can make good use of fans' motivations about self-oriented of "escape and compensation", "identity acquisition" and "self-achievement".In addition, this study also suggests entertainments can use the motivations about idol-oriented "entertainment satisfaction", "charm attraction" and "companionship", and the social comparison motivations include upward, horizontal and downward to develop strategies and idols’NFT contents. To launch NFT projects to meet the needs of fans, and strengthen Parakin fans’ purchases.

論文審定書 i
誌謝 ii
中文摘要 iii
英文摘要 iv
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第貳章 文獻探討 9
第一節 NFT（Non-Fungible Token，非同質化硬幣） 9
第二節 迷文化 19
第三節 擬親人關係 25
第四節 社會比較 47
第參章 研究方法 51
第一節 研究設計 51
第二節 研究對象 52
第肆章 資料分析 55
第一節 粉絲－偶像擬親人關係 55
第二節 粉絲間的擬社會關係 68
第三節 擬親人粉絲擁有偶像NFT動機探討 78
第伍章 討論與建議 85
第一節 討論 85
第二節 研究貢獻 99
第三節 方法學反思與未來研究建議 105
參考文獻 110
附錄一、訪談同意書 126
附錄二、訪談大綱 127

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