臺灣博碩士論文加值系統

摘要
目的 – 這篇文章所敘述的是要審查因明星代言人的影響而讓印尼消費者消費的重要因素在Instagram


設計 / 方法 / 途徑 – 這份研究使用量化研究去測試400名印尼IG使用者在線調查問卷提出的假設。因果研究設計用於評估構念之間的因果關係。SEM和中介測試也在本研究中進行。


研究 - 名人的吸引力,品牌的風格,品牌的可靠度在消費者購買的意願上有很大的重要性.成名的三個因素(吸引力, 專業和信用) 在品牌的風格上有很大的影響力. 名人的專業知識對品牌的信用有重要的影響. 名人的專業知識和信用之間的關係是由品牌的風格和品牌可靠度所決定的. 此外名人的吸引力的部分由品牌風格和品牌價值有所關係.


研究限制 - 這份研究僅限於印尼公民中有Instagram帳號的使用者。


實際影響 - 這項研究的發現為營銷人員定義了幾個實用的方向，使用Instagram中名人代言的營銷方式。首先，通過明星代言的影響力，將有助於了解消費者在購買產品時是什麼因素成為基本考慮因素。其次，它也給出了每個變數對購買意願影響程度的解釋和證據。

獨創性 / 價值 – 在印尼，關於通過名人的影響檢驗了Instagram購買意願的一般意象的研究格外有限。大部分的研究在不同國家以及消費者群組中進行。因此，這項研究提供了一個關於影響印尼消費者購買產品的關鍵因素的更好的理解－受Instagram中名人代言人的影響。

ABSTRACT

Purpose – The purpose of this paper is to examine key factors that influence Indonesian consumers’ to purchase products due to the influence of celebrity endorsers in Instagram

Design/methodology/approach – This study uses a quantitative approach to test the proposed hypotheses. Causal research design is used in this research to identify causal relationship between construct. A survey of 309 respondents via online questionnaire is distributed to Indonesian Instagram users. Further, SEM and bootstrapping method are carried out to analyze the data in this study.

Findings – Celebrity’s attractiveness, brand attitude, brand credibility have a significant influence on consumers’ purchase intention. Three of the celebrity’s factors (attractiveness, expertise and trustworthiness) have a significant influence on brand attitude. Celebrity’s expertise has a significant effect towards brand credibility. The relationship between celebrity’s expertise and trustworthiness are fully mediated by brand attitude and brand credibility. Moreover, the relationship between celebrity’s attractiveness are partially mediated by brand attitude and brand credibility

Research Limitations - This research limits the respondents only in Indonesian Instagram users.

Practical implications - The findings of this research suggest several practical directions for marketers to use one of marketing way that is celebrity endorsement in Instagram. First, it helps to know what factors became basic consideration for consumers in purchasing products by an influence of celebrity endorsement. Secondly, it gives explanation and evidence to what extent does each variable influence purchase intention.

Originality/value – Limited studies have examined a general construct of purchase intention in Instagram. Studies conducted in different countries, with consumers group, and different social media are the used as the base for this study. Therefore, this study provides a better understanding about key factors that influence Indonesian consumers’ to purchase products by an influenced of celebrity endorsers in Instagram.

TABLE OF CONTENT

ACKNOWLEDGEMENT ii
ABSTRACT iii
TABLE OF CONTENT vi
LIST OF FIGURES ix
LIST OF TABLES x
LIST OF FORMULA xi
Chapter 1 Introduction 1
Research Background 1
Statement of the Research Problem 3
Research Objectives 4
Research Questions 4
Definition of Terms and Abbreviation 5
Chapter 2 Literature Review 6
Social Media Marketing 6
Instagram 7
Social Commerse in Indonesia 8
Celebrity 10
Celebrity Endorsement 10
Attractiveness 11
Expertise 12
Trustworthiness 12
Brand Attitude 13
Brand Credibility 13
Purchase intention 14
Interrelationship between Celebrity’s Factors in Celebrity Endorsement and Brand Attitude 17
Interrelationship between Celebrity’s Factors in Celebrity Endorsement and Brand Credibility 18
Interrelationship between Celebrity’s Factors in Celebrity Endorsement and Purchase Intention 19
Interrelationship between Brand Attitude and Purchase Intention 20
Interrelationship between Brand Credibility and Purchase Intention 20
Chapter 3 Methodology 26
Research Methodology 26
Research Framework 27
Variable 27
Dependent Variable. 27
Independent Variable. 27
Mediating Variable. 28
Research Hypotheses 28
Measurement and Scaling 29
Data Collection 31
Sample selection 32
Data Analysis Procedure 32
Descriptive Statistical Analysis 32
Exploratory and Confirmatory Factor Analysis 33
Reliability Analysis / Cronbach’s Alpha 33
Structural Equation Modeling (SEM) 33
Bootstrapping 34
Chapter 4 Result and Findings 35
Demographic Characteristic 35
Exploratory Factor Analysis (EFA) 37
Reliability Test 39
Confirmatory Factor Analysis (CFA) 39
Convergent and Discriminant Validity 41
Reliability and Validity Summary 43
Structural Equation Modeling (SEM) 44
Test of Mediating Variable 46
Bootstrapping 48
The Mediating Effect of BA and BC 50
Post Hoc Analysis 53
BA Mediates AT and PI. 53
BA Mediates ET and PI. 55
BC Mediates ET and PI. 57
Summary of Mediation Analysis Result 58
Summary of Hypotheses Result 59
Chapter 5 Discussion and Conclusion 61
Summary and Discussion of the Findings 61
Implication of the Study 71
Limitation and Suggestion for Future Research 73
APPENDICES 82
APPENDIX A 82
APPENDIX B 85

LIST OF FIGURES
Figure 1. Social Media Users in Indonesia (APJII, 2018)…………………………………… 8
Figure 2. Indonesia’s Internet Users’ Applications (APJII, 2018)………………………….. 9
Figure 3. Indonesia’s Instagram Users (NapoleonCat, 2017)………………………………. 9
Figure 4. Indonesia’s Instagram Users Activity (eMarketers, 2016)………………………... 10
Figure 5. Research Model…………………………………………………………………… 27
Figure 6. Confirmatory Factor Analysis (CFA) Framework………………………………… 40
Figure 7. The Result of Structural Equation Model (SEM) testing………………………….. 44
Figure 8. The Result of Structural Equation Model (SEM) testing…………………………. 46
Figure 9. Regression analysis model without mediating variable…………………………… 47
Figure 10. Regression analysis model with mediating variable…………………………….. 47
Figure 11. First Step of Mediation Analysis………………………………………………… 51
Figure 12. Second Step of Mediation Analysis……………………………………………… 51
Figure 13. Third Step of Mediation Analysis ……………………………………………….. 52
Figure 14. The Result of SEM Testing with BA as mediation variable ……………………. 52
Figure 15. The Result of SEM Testing with BC as mediation variable ……………………. 52
Figure 16. Mediation Analysis for AT, BA, and PI…………………………………………. 55
Figure 17. Mediation Analysis for ET, BA, and PI…………………………………………. 56
Figure 18. Mediation Analysis for ET, BC, and PI………………………………………… 58


LIST OF TABLES
Table 1 Summary of Variables……………………………………………………………… 15
Table 2 Summary Table of Hypotheses…………………………………………………….. 21
Table 3 Summary Table of Questionnaire………………………………………………….. 30
Table 4 Demographic of Respondents…………………………………………………….... 36
Table 5 Deleted Questionnaire Items and Reason…………………………………………… 37
Table 6 Exploratory Factor Analysis………………………………………………………… 38
Table 7 Reliability of Each Variables (N=288)………………………………………………39
Table 8 CFA Goodness of Fit Test (N=288)………………………………………………… 41
Table 9 CFA Goodness of Fit Test (N=288)………………………………………………… 42
Table 10 Summary of Reliability and Validity……………………………………………… 43
Table 11 The Result of SEM Goodness-of-Fit Statistic…………………………………….. 45
Table 12 Result of the Hypotheses testing using Standardized Estimates…………………... 46
Table 13 Four steps method…………………………………………………………………. 48
Table 14 Summary Table of Hypotheses Result…………………………………………….. 53
Table 15 Testing mediating effect of BA on predictor AT and outcome PI………………… 54
Table 16 The Effect Size Measure of BA on AT and PI…………………………………….. 55
Table 17 Testing mediating effect of BA on predictor ET and outcome PI………………… 55
Table 18 The Effect Size Measure of BA on ET and PI…………………………………….. 57
Table 19 Testing mediating effect of BC on predictor ET and outcome PI……………….... 57
Table 20 The Effect Size Measure of BC on ET and PI…………………………………….. 58
Table 21 Summary Table of Mediation Analysis Result (Post Hoc Analysis)……………… 59
Table 22 Summary Table of Hypotheses Result…………………………………………….. 59


LIST OF FORMULA
Formula 1. Partitioning of total variance explained over direct, and indirect effect according to Fairchild et al. (2009)………………………………………………………………………………………………..49

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