在台灣，瀏覽社群網站為網路使用者每日必備的日常生活之一，然而在這社群聊天類APP高黏著度，加上LINE、Facebook的高使用率的環境下，漸漸地點燃了一個新風潮，造就了一批前所未有的明日之星，而本研究稱之為「網路圖文創作家」，利用Facebook個人帳號或Facebook粉絲專頁，將自創的圖文作品上傳到Facebook平台與人分享，而這些作品在近幾年來，甚至成為最轟動的討論話題。
本研究以質化的研究方式，對網路圖文創作家的粉絲進行半結構式焦點訪談，以及透過內容分析法探討網路圖文創作家之類社會互動。目的在於分析是否有粉絲專頁等同於有名人品牌，並以粉絲的面向來探索網路圖文創作家名人品牌的塑造歷程。從網路使用者成為粉絲的動機開始，進一步了解成為粉絲後所產生的社會影響以及網路圖文創作家與粉絲間的類社會互動，以及粉絲如何對網路圖文創作家名人品牌產生認同。
經由訪談結果與分析，本研究發現如下：
（一）根據焦點訪談的結果，網路圖文創作家名人品牌的界定為：粉絲人數需高於五十萬人次以及必須販售過週邊/聯名商品。
（二）建構網路圖文創作家名人品牌內在及外在元素。內在元素有免費的網路分享平台、使用社群網站的習慣、經紀公司協助；外在元素有貼近生活、說出自己心裡的話以及創意搞笑引發的共鳴。

Surfing Social Networking Sites is one of common things for Internet user in Taiwan. The number of the Facebook users has been tremendously increasing in recent years. This phenomenon gradually creates a new fashion and some Facebook super stars called “Internet graphics creator” . Internet graphics creator sign up an account and a Fan page in Facebook. Then, they upload their works in Facebook Fan page. These works have created a great sensation. 
    In this study, we adopted qualitative research in semi-structural, focus group interviews with fans that have been to follow Internet graphics creator Fan page and content analysis with Internet graphics creator Fan page. We explored how Internet graphics creator going to a human brand, and investigated motivations of fans that have been to follow Internet graphics creator Fan page. Moreover, we study parasocial interaction between Internet graphics creator and their fans. Finally, we discussed the recognition of human brand of Internet graphics creator.  
Conclusions of this research are summarized as following:
    1. According to the focus groups, on the definition of human brand of Internet graphics creator are exceeding five hundred thousand fans in Fan page and selling peripheral/co-brand commodity.
    2. Interior factors of human brand of Internet graphics creator are free internet platform, the habit of surfing Social Networking Sites, and cooperating with manager’s company .The exterior factor of human brand of Internet graphics creator are closing fans’ live, stand in fans’ shoes, and creating new funny.

目錄
第一章 緒論	1
第一節 研究背景	1
第二節 研究動機	4
第三節 研究問題	9
第四節 研究範圍	9
第五節 研究流程	10
第二章 文獻探討	11
第一節 品牌相關定義	11
一、 品牌	11
二、 品牌權益	12
三、 名人品牌	13
第二節 網路圖文創作家推手及類別	16
一、 網路圖文創作家的推手	16
二、 網路圖文創作家類別	19
第三節 粉絲外在與內在行為	21
一、 粉絲的概念	21
二、 粉絲的外在與內在行為	21
第四節 使用者創作內容	22
一、 UGC定義	22
第五節 類社會互動	24
一、 類社會互動定義	24
二、 類社會互動在Facebook上的獨特性	25
三、 類社會互動引起之效果	27
四、 類社會互動面向	28
第六節 網路口碑	29
一、 傳統口碑的觀念架構	29
二、 口碑的演進	33
三、 網路口碑之定義及動機	36
第七節 社會影響	41
一、 社會感染	41
二、 社會影響	42
第三章 研究方法與設計	45
第一節 研究觀念架構	45
第二節 研究方法	46
一、 焦點群體法	46
二、 內容分析法	47
三、 訪談問題	48
第三節 焦點群體訪談設計	49
第四節 研究對象	50
第四章 研究分析結果	54
第一節 網路圖文創作家簡介	55
第二節 成為粉絲的動機	61
第三節 類社會互動	68
第四節 社會影響	76
第五節 品牌認同	78
第六節 網路圖文創作家名人品牌塑造歷程相較	88
第五章 結論與建議	94
第一節 研究結論與貢獻	94
一、 網路圖文創作家名人品牌界定	94
二、 塑造網路圖文創作家名人品牌之社會影響	94
三、 建構網路圖文創作家名人品牌內在及外在元素	95
第二節 管理意涵	96
第三節 研究限制與後續研究建議	97
參考文獻	99
《附錄A》	113

 
圖目錄
圖1-1  2014年上半年臺灣民眾最常使用的前20大APP	2
圖1-2  2014年上半年臺灣民眾最常使用的APP類型排行	3
圖1-3  社交聊天類APP評價指標分析	3
圖1-4  約翰走路第一部曲	6
圖1-5  約翰走路第二部曲	6
圖1-6  約翰走路第三部曲	7
圖1-7  大同x馬來貘Cherng 「馬來貘潮家電」系列	8
圖1-8  研究流程圖	10
圖2-1  口碑活動觀念架構圖	29
圖2-2  消費者間順勢發展模型	34
圖2-3  行銷者線性影響模型	35
圖2-4  網路共同生產模型	36
圖3-1  觀念架構	45
圖4-1  Cherng_情感互動	68
圖4-2  Duncan  類社會互動＿情感交流	69
圖4-3  Dunacn 類社會互動＿情感互動＿粉絲留言	70
圖4-4  掰掰啾啾Byebyechuchu＿認知互動（一）	71
圖4-5  掰掰啾啾Byebyechuchu＿認知互動（二）	71
圖4-6  掰掰啾啾Byebyechuchu＿行為互動	72
圖4-7  掰掰啾啾Byebyechuchu＿行為互動＿粉絲留言	73
圖4-8  掰掰啾啾Byebyechuchu＿同台互動	75
圖4-9  Cherng_同台互動	75
圖4-10 Cherng成為名人品牌之歷程	91
圖4-11 Duncan成為名人品牌之歷程	92
圖4-12 貓貓蟲－咖波非名人品牌之歷程	92
圖4-13 觀念架構之延伸	93


 
表目錄
表2-1  網路圖文創作家類別	20
表2-2  學者對UGC之定義	23
表3-1  訪談問題分類	49
表3-2  受訪者一覽表	51
表4-1  Cherng簡介	55
表4-2  Duncan簡介	56
表4-3  掰掰啾啾byebyechuchu簡介	56
表4-4  賴賴＆織織簡介	57
表4-5  Aida&綺綺簡介	57
表4-6  Yen Yen簡介	58
表4-7  貓貓蟲－咖波簡介	58
表4-8  翻白眼吧!溫蒂妮小姐簡介	59
表4-9  大陰盜百貨簡介	59
表4-10 鼻妹的廢話亂畫簡介	60
表4-11 H.H先生簡介	60
表4-12 網路圖文創作家粉絲動機	61
表4-13 有無購買網路圖文創作家週邊/聯名商品原因	79
表4-14 網路圖文創作家之相較	89

中文部分
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網站
1.	Aida&綺綺粉絲專頁https://www.facebook.com/Aidahello?fref=ts
2.	Cherng粉絲專頁https://www.facebook.com/cherngs.y?fref=ts
3.	DailyView網路溫度計 http://dailyview.tw/
4.	Duncan粉絲專頁https://www.facebook.com/duncanlindesign?fref=ts
5.	H.H先生粉絲專頁https://www.facebook.com/mrhhh?fref=ts
6.	Jimmy S.P.A.官方網站 http://www.jimmyspa.com/
7.	Yen yen粉絲專頁https://www.facebook.com/AboutYenYen?fref=ts
8.	大同電鍋官網http://tcpc.tatung.com/Home/List/92
9.	大陰盜百貨粉絲專頁https://www.facebook.com/QiaohuTIGER?fref=ts
10.	財團法人台灣網路資訊中心TWNIC （2014）「2014年台灣寬頻網路使用調查」取自http://www.twnic.net.tw/NEWS4/135.pdf
11.	麥格理辭典網路版(Macquarie Dictionary)取自https://www.macquariedictionary.com.au/
12.	掰掰啾啾Byebyechuchu粉絲專頁https://www.facebook.com/ByeByeChuChu?fref=ts
13.	資策會FIND(2014) 「2014上半年百大APP活躍使用者的調查分析報告」取自http://www.iii.org.tw/m//News-more.aspx?id=1356
14.	鼻妹的廢話亂畫粉絲專頁https://www.facebook.com/bimay38?fref=ts
15.	貓貓蟲－咖波粉絲專頁https://www.facebook.com/capoocat?fref=ts
16.	賴賴＆織織粉絲專頁https://www.facebook.com/LAICHIFANS?fref=ts
17.	翻白眼吧！溫蒂妮小姐粉絲專頁https://www.facebook.com/MissUndine?fref=ts
 
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123.	Michael Chien (2009.03.30)，《最夯的網路趨勢：Social Network》。搜尋網路日期：2015年1月 19日http://ycorpblog.tumblr.com/post/62402834864/social-network