本研究企以「迷」之觀點與「品牌關係」二種理論，分別從「迷的發展過程」及「T迷與TT面膜品牌關係動態過程之發展」兩個方面進行分析本研究個案。本研究為質性研究，資料蒐集以參與觀察法及深度訪談為主，從受訪者的經驗分享中，獲得在「迷」這段過程中所處的情境以及他們的價值觀、感受與其品牌關係的意義及過程的變化，受訪者選取採滾雪球方式，透過受訪者再介紹T迷，訪談人數為14人。透過訪談不同時期的T迷，她們迷的發展過程除了從順從參與到自我認同、狂熱崇拜，最終發展成情感依附之外，也會因為外在環境改變而產生行為變化，而彼此間所建立的品牌關係也會隨之發展成不同的人際關係型態。研究結果發現，T迷的發展過程不一定會經過狂熱崇拜的階段，而影響迷是否狂熱崇拜的主要因素有二：(1)集體意識、(2)意見領袖特質展現。
This research based on the theory of Fandom and Brand Relations to analyze the case study from two aspects: Development process of fans; and Dynamic development between T fan and TT mask brand relations. The qualitative analysis collects information mainly from participant observer and in-depth interview. Interviewee is snowballed to 14 persons, through the recommendation of interviewee for other T fans. From the experience sharing of the interviewee understand their value, perception of brand relationships and the changing process in different stages of Fans. The study shows the development of fans through different stages from passive participation to self-identification, fanaticism to eventual emotional intimacy, through interviews with fans. And as the external environment change leads to behavioral change, the Brand Relations established will develop into other interpersonal relationship. The study found that the development process of the fans is not necessarily the stage of fanatical worship, and the main factors that affect the fanatic worship are two: (1) Collective consciousness, (2) the characteristics of opinion leaders show.
