| Abstract: | 在偶像文化的盛行之下，粉絲的影響力不再不只涉及到藝文產業、出版業。然而，與此相關的研究多放在產品設計，較少將重心放在行銷及粉絲心理層面。故本研究以此為背景，透過消費者心理的角度，並以社會比較所產生的「社會比較嫉妒」及依戀所產生的「浪漫嫉妒」作為基礎，欲探討當粉絲是否會因為這兩種不同嫉妒的產生而影響其購買意願。我們募集TWICE的粉絲，並以周子瑜的粉絲作為主要受試對象。使用線上的實驗室實驗法，讓受試者隨機分派至「看見許多人擁有／團體商品」、「看見許多人擁有／個人商品」、「看見很少人擁有／團體商品」、「看見很少人擁有／個人商品」的四種實驗情境，以操弄受試者的社會比較嫉妒及浪漫嫉妒。研究結果發現，社會比較嫉妒程度及浪漫嫉妒的程度均會正向地影響受試者的購買意願；且社會比較嫉妒會比浪漫嫉妒產生更大的影響效果。透過此研究，我們建議當行銷人員欲操作與粉絲有關的消費者心理時，能首先操作他們的社會比較嫉妒來增加他們的購買意願。
Under the prevalence of idol culture, the influence of fans no longer only involves the art and the publishing industry. However, most of the related research focuses on product design, and less emphasis is placed on marketing and fan psychology. Therefore, this study takes this as a background, through the perspective of consumer psychology, and based on the "social comparison jealousy" generated by social comparison and the "romantic jealousy" generated by attachment, to explore whether being a fan will be because of these two differences jealousy, and how these two kinds of jealousy affects their purchase intention. We recruited TWICE fans and took Zhou Ziyu's fans as the main subjects. Using an online laboratory experiment method, subjects were randomly assigned to four experimental situations which are "see many people own/group goods", "see many people own/individual goods", "see few people own/group goods", "see few people own/group goods" to manipulate subjects' social comparison jealousy and romantic jealousy. The results of the study we found that both the social comparison jealousy and romantic jealousy can positively affected subjects' purchase intention; and social comparison jealousy had a greater effect than romantic jealousy. Through this research, we suggest that when marketers want to manipulate fan’s psychology to increase their purchase intention , they can first manipulate their social comparison jealousy. |
