隨著 K-POP 產業逐步走向平台化與付費互動模式,訂閱型粉絲溝通服務(如 Bubble、Weverse DM、Fromm)已成為偶像與粉絲關係維繫的重要場域。此類服務藉由類一對一訊息介面、會員限定內容與月費制設計,使粉絲能在日常生活中持續接收偶像訊息,並在使用過程中產生陪伴感與互動錯覺。然而,現有研究對於「訂閱服務特性如何影響粉絲忠誠度」,以及「擬社會互動是否扮演中介機制」,尚缺乏系統性的實證探討。
本研究以曾使用 K-POP 訂閱服務之消費者為研究對象,以訂閱服務特性(互動頻率、內容獨佔性、價格感知)為自變數,擬社會互動(PSI)為中介變數,粉絲忠誠度(態度忠誠、行為忠誠)為依變數,建構整合性研究架構。透過網路問卷蒐集資料,共取得有效樣本 599 份,並以 SPSS 進行描述性統計、信效度分析、迴歸分析與 Process Model4 拔靴法中介檢定。
研究結果顯示:互動頻率與價格感知對擬社會互動具有顯著正向影響,內容獨佔性之影響則未達顯著;擬社會互動對態度忠誠與行為忠誠之直接影響未獲支持,中介效果亦未成立。然而,三項訂閱服務特性均對粉絲忠誠度具有直接顯著影響,其中價格感知在態度忠誠模型中扮演最為關鍵的角色。整體結果顯示,K-POP 訂閱服務情境下的粉絲忠誠,可能更直接受到服務本身的互動設計、內容稀缺性與費用合理性所驅動,而非完全透過擬社會互動之心理路徑。
本研究就實務面建議,K-POP 訂閱服務平台應重視訂閱費用的透明化與服務價值之傳達,並持續強化互動設計,以提升粉絲的使用黏著度;同時,本研究亦為未來在不同平台情境或跨文化脈絡下探討粉絲行為提供理論基礎與實證參考。

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