| 摘要: | 本研究以疫情期間開始發展的溝通平台 Weverse、Bubble、視訊通話簽名會， 作為研究主題。現今 K-POP 粉絲希望與喜愛的偶像進行更親密的溝通，K-POP 娛樂公司的經營模式也跟隨時代改變。過去韓國經紀公司主要以神秘主義為主，隨著大環境的競爭越來越激烈，現今以溝通主義為目標，主要與粉絲提升親密感拉近距離，建立忠誠度高的粉絲團。透過平台提供的多樣化互動服務，韓國偶像該如何與粉絲產生良好的互動關係，何種行為又會影響粉絲忠誠度的增加及減少，以及偶像透過平台互動是否真的能達到縮小與粉絲的距離是本研究的課題。
本研究以問卷調查方式進行，調查對象為20歲以上台灣K-POP粉絲群，各溝通平台參與人數，Weverse的參與人數為51位，Bubble的參與人數為56位，視訊簽名會線上訪談人數為23位。透過三大面向分析粉絲與偶像之間的動、粉絲之間的互動，溝通平台對粉絲個人忠誠度的影響，面對不同對象(如偶像或粉絲)時，對粉絲個人忠誠度的影響為何。最終結果發現，透過溝通平台確實能與偶像之間建立起濃厚的親密感，隨著親密感的提升，忠誠度也隨之提升，兩者相互影響。另外，Weverse、 Bubble影響忠誠度的因素為偶像的使用溝通平台的頻率，視訊通話簽名會則是取決於偶像對粉絲的態度、對話時的反應以及語言等三項因素。
現今韓國對於偶像與粉絲之間的雙向溝通十分重視，台灣偶像與粉絲的溝通模式處於單向溝通，是韓國初期偶像所使用的溝通方式，如今從韓國溝通方式的改變來看，顯示偶像與粉絲之間建立良好的溝通與互動，能提升粉絲對偶像未來活動的參與與投入程度。從本研究中也發現粉絲溝通平台服務有著極高的發展性與可能性，對於粉絲忠誠度也具一定的影響力。
This study focuses on communication platforms such as Weverse, Bubble, and video call fan sign events, which started developing during the pandemic. Nowadays, K-POP fans seek closer communication with their favorite idols, and K-POP entertainment companies have adapted their business models accordingly. In the past, Korean management companies mainly adopted a mystique-oriented approach. However, as competition intensifies, the current goal is communication-oriented, aiming to enhance intimacy with fans, reduce the distance, and build a loyal fanbase. Through the diverse interactive services provided by these platforms, this study examines how Korean idols can establish good interactive relationships with fans, what behaviors influence the increase or decrease of fan loyalty, and whether idols can truly narrow the gap with fans through platform interactions.
This study employs a questionnaire survey targeting Taiwanese K-POP fans aged 20 and above. The number of participants for each communication platform is as follows: 51 for Weverse, 56 for Bubble, and 23 for video call fan sign online interviews. Through three main aspects, this study analyzes interactions between fans and idols, interactions among fans, and the impact of communication platforms on individual fan loyalty. It explores how facing different subjects (such as idols or fans) affects individual fan loyalty. The results reveal that communication platforms indeed help establish a strong sense of intimacy with idols. As intimacy increases, loyalty also rises, with the two influencing each other. Additionally, the factors influencing loyalty on Weverse and Bubble are the frequency of idol usage, while for video call fan signs, it depends on the idol’s attitude, reaction during the conversation, and language.
Nowadays, South Korea places great emphasis on two-way communication between idols and fans. In contrast, the communication model between Taiwanese idols and fans remains one-way, similar to the early communication methods used by Korean idols. The changes in communication methods in South Korea indicate that establishing good communication and interaction between idols and fans can enhance fan participation and engagement in future activities. This study also finds that fan communication platform services have high potential for development and a significant impact on fan loyalty. |
