人物品牌是名人(celebrities)，是以名人當作一個品牌，可以和他們的個人特色及形象作連結。偶像崇拜(idol worship)是創造「人物品牌」一個重要的主要來源。歌迷渴望自己能像心儀的偶像一樣，因此在思想、態度、行為上會追隨以及模仿學習偶像(朱龍祥與陸洛，1996)。歌迷可能不自覺和一些理想型的媒體形象進行向上比較，例如：演藝娛樂藝人、演員、運動員和模特兒(Workman and Lee, 2011)。比較動機通常是為了要刺激向上(Collins, 1996)，自我進步與成長的動機。而華語流行歌手產業仍然是目前台灣音樂上的主流並且擁有龐大的商機，所以選擇台灣的歌迷為本研究的測試樣本。Workman and Lee(2011)研究發現虛榮和公開自我意識(public self-conscious)是社會比較理論中很重要的變數；然而，過去的研究指出虛榮特性為社會比較之影響因素，但是並未針對歌迷的虛榮特性對社會比較之影響做更詳細的分析，因此本研究欲探討歌迷的虛榮特性與社會比較之關係。
本研究以台灣地區十二歲至十八歲國、高中生為研究對象，經由半結構式深度訪談瞭解具有人物品牌依附的青少年進行社會比較的動機和行為，歸納整理青少年的訪談紀錄，然後依據訪談回答推導出本研究所提出的各項命題。
訪談紀錄中發現，外表虛榮關心特性較強的歌迷，較容易進行「平行比較」，社會比較動機是為了評估真實我，了解自己在同儕之間的定位；外表虛榮觀點特性較強的歌迷，較容易進行「向下比較」，因為常受一些同學之間的輿論影響心情，所以進行社會比較的目的大多是為了自我強化自尊; 成就虛榮關心特性較強的歌迷，較容易進行「向上比較」，自認為才藝較佳，比較動機是為了自我進步與成長，所以會找條件比他們好的偶像做比較，然後進行模仿；成就虛榮觀點特性較強的歌迷，較容易進行「平行比較」，在意別人怎麼看自己的才藝、在意別人怎麼評論自己的才藝。所以會融入一個團體中，藉由互相切磋才藝的方式，從相似的比較者給予的回饋，來評估自己的實力，並且經由互動來確認自己在團體中的地位。
本研究以質性的半結構式深度訪談針對歌迷的社會比較影響形成因素進行研究，有助於深入瞭解歌迷進行社會比較時所想、所行動之影響因素，以增補研究文獻不足之處，作為後續研究學者之參考；在實務上也藉此提供行銷人員進行有關人物品牌行銷活動之參考，以期能更精準地傳遞人物品牌的核心價值，提升行銷活動績效。然而，本研究樣本採用國、高中生質性訪談，但是發現台灣的青少年比起歐美國家較慢獨立，樣本單一可能造成偏頗，因此，建議後續研究者可以將本研究進行量化研究，並且以國中生、高中生、大學生進行三群歌迷的虛榮特性對社會比較影響之差異比較。

Human Brand is Celebrities. It presents a celebrity as a human brand which links between the feature and image of celebrity. Human brand results from the Idol worship. When fans want to be like their idol, they would imitate the behavior of their idol (Chu and Lu, 1996). Fans may make the upward comparison with the ideal image. For example, singer, actor, and model (Workman and Lee, 2011). The motivation of the upward comparison is self-improvement (Collins, 1996); However, The Chinese pop-singer field is the most important music industry and profitable in Taiwan, so I choose the Taiwan fans as the sample of my research. Workman and Lee (2011) found that the vanity traits and self-conscious are the important variables of social comparison. But, in the past, there was no research on the relationship between fans vanity traits and social comparison. On the purpose of the analysis on the relationship, my research is meaningful.
The sample of my research is the junior high school students in Taiwan. They are twelve to eighteen. After interviewing the adolescents who has the human brand attachment, I summarize my records and make the positions of my research.
I found that the fans with the appearance vanity concern tends to make the lateral comparison, the fans with the appearance vanity view tends to make the downward comparison, the fans with the achievement vanity concern tends to make the upward comparison, and the fans with the achievement vanity view tends to make the lateral comparison.
Semi-structure interview is my methodology. Before the interview, I make the interview guide to ask the students some questions, but the order and questions are not the same to the interview guide. Because of the lack of the past paper about the relationship between the vanity traits and social comparison, I want to explore the field to make some suggestions for the further research and marketing strategy. The adolescents in Taiwan are not like the adolescents in American. They still depend on their parents and have no right to control their money. It would be better to make the cluster research on the topic, because of the different culture between Taiwan and American.

目錄
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第貳章 文獻探討 6
第一節 人物品牌依附 6
第二節 虛榮特性 9
第三節 虛榮特性與社會比較 11
第四節 社會比較與自我概念 14
第參章 研究方法 16
第一節 個案研究與訪談說明 16
第二節 研究對象 18
第三節 研究變數與訪談大綱 20
第四節 深度訪談執行步驟 25
第肆章 個案分析與命題推導 28
第一節 虛榮特性與社會比較的關係 28
第二節 虛榮特性、社會比較與自我概念的關係 36
第伍章 結論與建議 44
第一節 研究結論與討論 44
第二節 研究貢獻 46
第三節 研究限制與後續研究建議 47
參考文獻 48
一、 中文部分 48
二、 英文部分 48
附錄 55
附錄一：個案8訪談紀錄 55
附錄二：個案9訪談紀錄 61

表目錄
表1-1 購買動機類型 15
表3-1 樣本結構 19
表3-2 歌迷虛榮類型 21
表3-3 歌迷社會比較類型 22
表3-4 深度訪談大綱--歌迷 23
表3-5 歌迷社會比較項目 25
表4-1 外表虛榮關心特性與社會比較之關係表 29
表4-2 外表虛榮觀點特性與社會比較之關係表 31
表4-3 成就虛榮關心特性與社會比較之關係表 33
表4-4 成就虛榮觀點特性與社會比較之關係表 35
表4-5 外表虛榮關心特性、平行比較與自我概念之關係表 37
表4-6 外表虛榮觀點特性、向下比較與自我概念之關係表 38
表4-7 成就虛榮關心特性、向上比較與自我概念之關係表 40
表4-8 成就虛榮觀點特性、平行比較與自我概念之關係表 42

圖目錄
圖1-1 研究流程 5
圖3-1 深度訪談流程 27

一、中文部分
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5.林金定，嚴嘉楓，陳美花，2005。質性研究方法：訪談模式與實施步驟分析，身心障礙研究，第三卷第二期。
6.張梅楓，2009。客觀表現與社會比較對青少年自尊的預測，國立台灣師範大學心理與輔導研究所在職進修碩士學位班未出版碩士論文。
7.周平，楊弘任，2007。質性研究方法的眾聲喧嘩，高雄：復文圖書出版社。
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