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研究生： 黃一曲
Huang, Yiqu
論文名稱： 重構IP於品牌忠誠度 —以偶像養成《創造101》之分析
Reframing IP under Brand Loyalty —An Idol based Analysis of 'produce 101 China'
指導教授： 仲曉玲
Chung, Hsiao-Ling
學位類別： 碩士
Master
系所名稱： 規劃與設計學院 - 創意產業設計研究所
Institute of Creative Industries Design
論文出版年： 2025
畢業學年度： 113
語文別： 英文
論文頁數： 207
中文關鍵詞： 知識產權 、顧客契合 、品牌忠誠度 、粉絲經濟 、非理性消費 、中國偶像養成節目
外文關鍵詞： Intellectual Property （IP）, Customer engagement, Brand loyalty, Fan economy, Irrational consumption, Chinese idol cultivation program
相關次數： 點閱：62  下載：2 
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    • 在移動互聯網深度滲透與文化產業加速轉型背景下，《創造101》等偶像養成類綜藝重塑粉絲經濟，推動“偶像IP”從娛樂符號升級為兼具商業價值與社會影響力的文化載體。現有研究多聚焦IP商業變現或粉絲行為表層描述，對“情感價值如何驅動粉絲忠誠度並轉化為IP可持續競爭力”的深層機制探討不足，尤其缺乏中國本土化語境下偶像IP運營特殊性的系統分析。
    本研究以“養成系偶像IP的情感價值生成與轉化”為核心命題，選取《創造101》為典型案例，結合案例研究法、文獻研究法、問卷調查與深度訪談，揭示偶像IP與粉絲經濟的互動規律。研究構建“偶像依戀-IP忠誠（I-AIL）模型”，以“技術-情感-社會”三維協同為框架：技術層面依託數位平臺生態搭建全場景互動閉環，推動粉絲從被動受眾轉為IP共創者；情感層面通過“陪伴式養成”設計，將偶像成長敘事與社會議題融合，使個體情感投射昇華為群體IP認同；社會層面強調IP與主流價值觀契合，以“奮鬥精神”“團隊協作”等強化文化載體屬性，為忠誠可持續性提供價值錨點。
    理論貢獻在於突破傳統商業視角，將情感價值納入IP核心分析框架，揭示中國語境下“政策-市場-情感”三角互動機制，並填補從偶像依戀到IP忠誠轉化的理論空白。實務價值體現在提供可操作的運營框架：技術上強化互動真實性以提升粉絲參與感，情感上避免工具化以維持長期信任，商業上平衡短期變現與長期價值構建，為偶像IP從娛樂符號向兼具商業與社會價值的文化載體升級提供實踐路徑。

    Under the backdrop of mobile internet penetration and cultural industry transformation, idol cultivation variety shows like "Produce 101 China" have reshaped the fan economy, elevating idol IPs from entertainment symbols to cultural carriers with both commercial and social value. Existing research often focuses on IP monetization or fan behavior, neglecting the deeper mechanisms of how emotional value drives fan loyalty and contributes to IP sustainability, particularly in the Chinese context.
    This study investigates "the generation and transformation of emotional value in idol IPs," using "Produce 101 China" as a case study. It employs a mixed-methods approach, including case analysis, literature review, surveys, and interviews, to explore how emotional value transforms into IP loyalty. The research constructs the "Idol Attachment-IP Loyalty (I-AIL) Model," emphasizing the synergy of technology, emotion, and society. Technologically, digital platforms foster immersive interactions, transforming fans into active IP co-creators. Emotionally, "companionship cultivation" integrates idol narratives with social issues, elevating individual emotional connections to collective IP identity. Socially, alignment with mainstream values enhances cultural authenticity, providing a foundation for long-term loyalty.
    Theoretically, this study advances IP research by incorporating emotional value into the core framework and revealing the "policy-market-emotion" interaction in China. Practically, it offers a framework for balancing technological innovation, emotional authenticity, and sustainable commercial strategies, enabling idol IPs to evolve into cultural assets with enduring value. This research provides a critical lens for understanding idol IP dynamics in the digital era and supports the high-quality development of the cultural industry

    摘要 ii ACKNOWLEDGEMENTS iii TABLE OF CONTENTS iv LIST OF TABLES viii LIST OF FIGURES ix CHAPTER 1: INTRODUCTION 1 1. 1 Research background 1 1. 2 Research motivation 4 1. 3 Research objectives and questions 8 1. 4 Research process and framework 10 1. 5 Key terminology 12 CHAPTER 2: LITERATURE REVIEW 16 2. 1 Focus on the definition of IP under "cultivating idols" 16 2. 1. 1 Discussion, definition and development of IP 16 2. 1. 2 The evolution of IP in the new era（new media）media） 22 2. 1. 3 The Social Value of IP Based on Cultural Identity 30 2. 1. 4 Summary 32 2. 2 Exploring the path of emotional value driving brand loyalty 33 2. 2. 1 Loyalty: Origin and characteristics 35 2. 2. 2 Brand loyalty: From CRM to customer engagement 37 2. 2. 3 Idol attachment: Emotional variables lead to higher loyalty 41 2. 2. 4 Summary 49 2. 3 IP operation mode, especially transformation mechanism 50 2. 3. 1 Phenomenal characteristics and industry positioning 50 2. 3. 2 Operation mode of the program 52 2. 3. 3 Summary 56 2. 4 Unique social value and representative characteristics of trainees 57 2. 4. 1 The Chinese version “produce 101 China” series program with unique social values and characteristics of represetrainees 57 2. 4. 2 The controversy over "produce 101 China" 65 2. 4. 3 The Current State and Issues of Variety Show IP in China 74 2. 4. 4 Summary 75 2. 5 Conceptual Framework 76 CHAPTER 3: Methodology 78 3. 1 Case introduction 78 3. 1. 1 Case Background 81 3. 1. 2 Summary 86 3. 2 Research Method 86 3. 2. 1 Literature analysis method 86 3. 2. 2 Case study method 87 3. 2. 3 Questionnaire survey 88 3. 2. 4 In-depth interviews 90 3. 2. 5 Summary 91 3. 3 Data Collection 92 3. 3. 1 Case selection criteria 93 3. 3. 2 Research timeline 94 3. 3. 3 Selected respondents for questionnaire survey 95 3. 3. 4 Selected interviewees for in-depth interview 97 3. 3. 5 Summary 105 CHAPTER 4: FINDINGS AND ANALYSIS 106 4. 1 Case introduction 106 4. 1. 1 Diversified values and aesthetic orientation produced by idols 107 4. 1. 2 In the era of Internet communication, cultural "phenomena" bear new attitudes 109 4. 1. 3 Summary 111 4. 2 IP and Idol: More than Branding：Data I from questionnaire survey 112 4. 2. 1 Demographics of online questionnaire respondents 112 4. 2. 2 Preliminary findings of the questionnaire 125 4. 2. 3 Summary 128 4. 3 Social and Loyalty: Data II from depth interview 129 4. 3. 1 The definition of IP based on "produce 101 China” 129 4. 3. 2 Social Structure Internal Causes and Extrinsic Value Advantages of IP Emotional Value 135 4. 3. 3 Summary 142 4. 4 Analytical Framework Integration 143 CHAPTER 5: DISCUSSION AND IMPLICATION 147 5. 1 Discussion on research question 147 5. 1. 1 New Age Species: Definition and characteristics of IP 147 5. 1. 2 The Social Structure, Internal Drivers, and External Value Advantages of IP Emotional Value 152 5. 1. 3 The Triple Path of China's IP Sustainable Development 156 5. 2 Theoretical implications 159 5. 2. 1The applicability of Customer engagement theory in IP context is expanded 160 5. 2. 2The three-dimensional extension of Customer engagement dimension 161 5. 2. 3The nonlinear relationship between Customer engagementand brand loyalty 163 5. 3 Idol-Attachment to IP Loyalty （I-AIL） model 165 5. 3. 1 Core components of the I-AIL model 165 5. 3. 2 The transformation path of emotional value from individual attachment to group identity 166 5. 3. 3 Practical optimization of the model 167 5. 4 Research Limitations and Future Directions 168 5. 4. 1 The expansion space of multi-case comparative analysis 168 5. 4. 2 Limitations of IP motional value, loyalty and ethics 169 5. 4. 3 Localization exploration of variable integration 170 REFERENCES 172 APPENDIX 176 Questionnaire 176 Outline of In-depth Interview 192

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