隨著社群媒體、數位平台與娛樂產業快速發展，粉絲與偶像之間的互動逐漸由單向接收轉為持續性的參與與交流。粉絲除透過追蹤社群帳號、分享內容及參與討論表達支持外，亦會藉由購買周邊商品及發表電子口碑等方式，參與偶像相關品牌價值的形塑與傳播。在粉絲經濟發展下，偶像衍生角色品牌不僅具有商業與市場價值，亦承載情感連結、身分認同、社群歸屬及自我表達等象徵性意涵。

本研究以 BTS 與 LINE FRIENDS 共同創造之角色品牌 BT21 為研究對象，探討擬社會關係如何影響消費者對偶像衍生角色品牌之評價及後續行為意圖。研究架構以擬社會關係為前因變項，並以名人與品牌一致性、知覺品牌真實性及自我表達功能作為品牌評價面向，進一步檢驗其對品牌態度、購買意願及電子口碑意願之影響。其中，購買路徑著重於品牌評價與品牌態度對購買意願之影響；資訊傳播路徑則探討品牌態度、自我表達功能與擬社會關係對電子口碑意願之影響。本研究採用網路問卷調查法，以曾接觸 BT21 相關內容或商品，且知悉 BT21 與 BTS 關聯之消費者為研究對象。

研究結果顯示，擬社會關係對名人與品牌一致性、知覺品牌真實性及自我表達功能皆具有顯著正向影響，且三項品牌評價均能顯著提升品牌態度。在購買路徑中，品牌態度與擬社會關係皆能提升購買意願；在資訊傳播路徑中，品牌態度、自我表達功能及擬社會關係皆能提升電子口碑意願。中介效果分析顯示，擬社會關係可透過三項品牌評價影響品牌態度，並進一步提升購買意願與電子口碑意願；自我表達功能亦在擬社會關係與電子口碑意願之間發揮中介作用。粉絲與偶像之間的心理連結，會透過消費者對角色品牌之認知、情感及象徵價值評估，進一步轉化為購買與資訊傳播意願。本研究有助於釐清擬社會關係在偶像衍生角色品牌消費情境中的作用機制，並可作為偶像品牌經營、角色 IP 發展及授權聯名策略之參考。

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