偶像崇拜與網路社群成員行為之影響關係─以PTT SuperJunior板為例

偶像崇拜並非青少年的專利，只是在成長的過程中，我們都學會理智地「追星」，從崇拜偶像轉變為榜樣學習(岳曉東，2007)，過去學者就曾做過以大學生(孫繼宏，2009)或是師奶(饒怡雲，2006)為研究對象的偶像崇拜研究。隨著網路與科技的日新月異，我們注意到網路社群成員是不可忽視的團體，對許多偶像崇拜者而言，網路社群的討論活動是更是離線(off-line practice)的延續(Clerc, 1996)，過往的研究只重視偶像崇拜如何消弭盜版的購買的意願與行為，或是以人際傳播的角度探討虛擬社群間的人際關係，並未針對偶像崇拜對網路社群成員的影響這個層面做過仔細的探討，因此本研究探討偶像崇拜與網路社群資訊行為之影響，再探討網路社群資訊行為與購買意願之影響。本研究以台灣最大網路社群批踢踢(PTT)的SuperJunior板板友為研究對象，利用消費者的偶像崇拜層次與網路社群資訊行為架構出消費者對音樂產品與社群衍生產品的購買意願，然後以套裝軟體SPSS 作為迴歸分析工具，並驗證本研究所提出的各項假說。資料分析發現，網路社群消費者的兩個不同層級的偶像崇拜層次(社交娛樂層次以及迷戀與病態層次)與資訊尋求之搜尋行為、資訊分享之發文行為皆存有正向顯著的影響關係，搜尋行為與音樂產品購買意願存有正向顯著的影響關係，發文行為與音樂產品購買意願與社群衍生產品購買意願存有正向顯著的影響關係。上述之實證結果，與第貳章文獻探討的推論完全相符。而搜尋行為與社群衍生產品購買意願之影響關係並不顯著，原因在於社群衍生產品名稱往往是經由社群成員創意命名所產生，與經授權使用或複製受著作權或專利權保護的音樂產品有所不同，會使消費者無法清楚掌握想要取得的資訊並以關鍵字搜尋，符合Kuhlthau (1991) 與Marchionini (1995) 皆認為瀏覽尤其適用於不清楚的問題和探索新任務領域，又Olston and Chi (2003) 指出消費者沿著瀏覽路徑取得大量的資訊和內文，而不是在最後的搜尋結果上做選擇，因此消費者以瀏覽行為取得的資訊越多，越容易幫助消費者做選擇。

關鍵字

偶像崇拜；資訊尋求；資訊分享；購買意願；專注-成癮模式

並列摘要

With the Internet, online community members become a very important group. For many worshippers, chatting in online community is an off-line practice (Clerc, 1996). This research focuses on how idol worship affects online community information behavior and how online community information behavior affects purchase intention. The objects of this research are aimed at the members of SuperJunior board which belong to the most popular online community "PTT" in Taiwan. And this research uses consumers’ idol worship and online community information behavior to construct their purchasing intention for music products and music spillovers. Next, by utilizing packaged system software (SPSS) as a regression assaying tool, all hypotheses proposed in this thesis are put to test. Data analysis has found: 2 distinct levels of celebrity worship from consumer sector namely entertainment-social, intense and pathological have positive correlation effects with searching behavior of information seeking behavior and posting behavior of information sharing behavior; Searching behavior has a positive correlation with purchasing intention for music products; Posting behavior has a positive correlation with purchasing intention for music products and music spillovers. The above empirical tests conform to literature review in chapter 2. However, searching behavior does not influence purchasing intention for music spillovers. Because worshippers always creative name music spillovers. It is different from music products which named by music industry. There is no uniform name in music spillover, so worshippers can’t know the accurate name and search it via a query. This conforms to Kuhlthau (1991) and Marchionini (1995) think that browsing is especially appropriate for ill-defined problems and for exploring new task domains. And Olston and Chi (2003) thinks that browsing is appropriate in cases where a great deal of information and context is obtained along the browsing path itself, not just at the final page. So consumers browse more information, they have more choices.