過去研究指出媒介角色對聽眾的自我揭露與互動行為會影響擬社會互動程度， 然而何者對於擬社會互動更加具有效果？過去研究卻未對其進行比較分析。 因此本文將擬社會互動延伸至 Podcast 音訊媒介中，並藉由在高與低涉入度兩 種情境中自我揭露與互動性對擬社會互動的影響，進一步對聽眾對主持人的黏 著度、節目中廣告產品的品牌態度及購買意向進行行為效果的測量。 實驗結果發現，互動性比自我揭露對擬社會互動更加具有效果，且聽眾對內容 的涉入度程度亦會影響互動性對擬社會互動的效果及聽眾的後續行為。 

Past researches have indicated that the level of parasocial interaction was affected by media characters to the audiences’ self-disclosure and interactivity. However, which one has more impact on parasocial interaction? The purpose of this study is to further evaluate parasocial interaction on Podcast with two contrasting scenarios (high/low-involvement) by analyzing the impact on audience stickiness to the podcaster, brand attitudes and purchase intentions of the  advertised product. According to the findings, interactivity has more impact on parasocial interactions than self-disclosure. Moreover, audiences' involvement would influence the effectiveness of interactivity towards parasocial interactions and their follow-up  behavior.