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研究生:蔡宜庭
研究生(外文):Tsai, Yi-Ting
論文名稱:群眾募資內容行銷與代言人對募資專案信任、贊助與推薦意圖之影響
論文名稱(外文):The Influence of Content Marketing and Endorsers on the Trust, Investment and Recommendation of Crowdfunding Projects
指導教授:黃惠萍黃惠萍引用關係
口試委員:郭良文許安琪
口試日期:2018-01-25
學位類別:碩士
校院名稱:國立交通大學
系所名稱:傳播研究所
學門:傳播學門
學類:一般大眾傳播學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:中文
論文頁數:156
中文關鍵詞:群眾募資內容行銷代言人推敲可能性模式(ELM)信任贊助意圖推薦意圖
外文關鍵詞:crowdfundingcontent marketingendorsersElaborate Likelihood Model (ELM)trustintention of investmentintention of recommendation
相關次數:
  • 被引用被引用:3
  • 點閱點閱:526
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
近年全球掀起一股群眾募資的浪潮,群眾募資不僅在群眾募資平臺的起源國—美國蓬勃發展,也擴展至其他國家,例如英國、日本等國家皆擁有一定規模的群眾募資市場。同時,群眾募資在臺灣的發展也日趨成熟,募資專案的成功機率已達到一半以上,並擁有穩定的客群。然而,其失敗機率也相對為一半,募資失敗的部份原因為專案規劃不周、行銷資源缺乏和不重視行銷溝通。因而,克服以上問題已為群眾募資獲得成功的重要課題。此外,募資專案取得潛在贊助者信任亦為重要因素,潛在贊助者信任募資專案才可能產生利於專案執行的行為意圖。
本研究因應群眾募資的要素-行銷和信任,探討募資專案之行銷規劃影響信任的情形。由於內容行銷可提升內容的說服力並取得潛在贊助者信任,也符合今日行銷趨勢,故選擇內容行銷作為募資專案的行銷方式。另外,也運用不同類型代言人的推薦強化潛在贊助者信任。目前實務上不乏募資專案運用代言人推薦增加專案曝光量或背書提案物的情形,卻尚未有相關研究,探討內容行銷應用於群眾募資專案的研究也相當闕如,故本研究也希望補充現有文獻的缺口。
本研究探討內容行銷與代言人推薦應用於群眾募資專案之效果,並以推敲可能性模式(Elaborate Likelihood Model, ELM)為立論基礎,使用線上實驗法,以2x2實驗設計(內容行銷屬性:資訊性、互動性x代言人推薦:專家、素人),探討不同涉入程度和認知需求的潛在贊助者,透過中央路徑和周邊路徑處理專案內容的情形,以及募資專案運用不同的內容行銷與代言人推薦之效果。本研究有效樣本共計570份,研究結果發現:(1)資訊性內容行銷所產生的信任高於互動性內容行銷;(2)專家代言人所產生的信任高於素人代言人;(3)高涉入程度與高認知需求的潛在贊助者與二者皆低者相比,對資訊性內容行銷產生的信任高於互動性內容行銷;(4)不論高或低涉入程度和認知需求的潛在贊助者,對專家代言人產生的信任皆高於素人代言人,此指出,專家代言人為重要的參考依據;(5)信任會正向影響潛在贊助者的贊助和推薦意圖;(6)利用資訊性內容行銷配合專家代言人推薦所設計的募資專案仍產生最高的信任;(7)信任會中介募資專案與贊助和推薦意圖的關係。本研究的分析結果皆具理論與實務意涵,研究發現可供未來相關研究或行銷實務參考。
Crowdfunding has become a global trend in recent years. It has not only prevailed in the U.S. where crowdfunding platforms first emerged, but has become popular in other countries. For instance, UK and Japan both have sizable crowdfunding markets. In the meantime, crowdfunding in Taiwan has also flourished. Crowdfunding projects have reached the success rate of over fifty percent and have a stable backer base. However, half of the projects still failed. The causes of unsuccessful crowdfunding projects may include ill project management, a lack of marketing resources, and disregarding marketing communications. Hence, overcoming the problems listed above has become the main challenge for crowdfunding projects to succeed. In addition, gaining trust from prospective backers is also an important factor. Only when prospective backers have trust in crowdfunding projects could they generate behavioral intentions conducive to projects.
This study inspects the crucial elements of successful crowdfunding – marketing and trust, and explores how marketing plans of crowdfunding projects can influence trust. In line with current marketing trend, it chooses content marketing as a marketing strategy as it allows more convincing content that may elicit trust from prospective backers. In addition, endorsers are often used to increase trust of prospective backers. Many crowdfunding projects nowadays depend on endorsers to increase the exposure of projects or to guarantee quality of products. However, no research has examined the impact of endorsers to crowdfunding projects on consumers, nor is there a study on the effects of content marketing in crowdfunding projects on the audience. This study aims to fill up these gaps.
This study examines the impact of content marketing and endorsers to crowdfunding projects on the audience. On the basis of Elaborate Likelihood Model (ELM) and using a 2x2 factorial design (content marketing: informational content, interactive content x endorsers: expert, ordinary person), this study conducts an online experiment to investigate the impact of the above stimuli on prospective backers with different levels of involvement and need for cognition. These prospective backers may process project information through central and peripheral routes. In total, 570 valid subjects were recruited. The main results include: (1) informational content marketing shows a higher level of trust compared to interactive content marketing; (2) experts builds up greater trust than ordinary people do; (3) prospective backers with higher levels of involvement and need for cognition trust informational content marketing more than interactive content marketing; (4) prospective backers show more trust in expert more than ordinary people, regardless of the level of involvement and need for cognition, which makes experts more important reference factor; (5) trust positively affects intention of investment and recommendation; (6) crowdfunding projects designed with informational content marketing and recommendation of experts can generate the highest level of trust; (7) trust serves as a mediator between project types and intention of investment and recommendation on crowdfunding projects. Overall, the findings can provide theoretical and managerial implications for future studies and marketing practices.
第壹章、緒論1
第一節、研究背景與動機1
第二節、研究目的11
第三節、研究流程12

第貳章、文獻探討13
第一節、群眾募資13
第二節、內容行銷26
第三節、代言人41
第四節、推敲可能性模式44
第五節、假設及問題推論53

第參章、研究方法58
第一節、實驗設計59
第二節、研究變項與問卷設計60
第三節、變項信度考驗76
第四節、正式實驗80
第五節、統計及分析方法82

第肆章、資料統計與分析84
第一節、描述性統計分析84
第二節、因素分析與信度考驗87
第三節、自變項操作檢定97
第四節、假設驗證99

第伍章、結論與討論115
第一節、研究發現與討論115
第二節、研究貢獻與實務意涵124
第三節、研究限制與建議127

附錄一130
附錄二136
參考資料140
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Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of Advertising, 23, 59-70.
Zhao, X., Lynch, J., Chen, Q., & John, D. (2010). Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis. Journal of Consumer Research, 37(2), 197-206.

三、實驗刺激物
EQ美妍誌(無)。〈常見保濕成分面面觀(上)〉。2017年10月10日,取自 http://eqstyle.net/blog/2761/%E5%B8%B8%E8%A6%8B%E4%BF%9D%E6%BF%95%E6%88%90%E5%88%86%E9%9D%A2%E9%9D%A2%E8%A7%80%EF%BC%88%E4%B8%8A%EF%BC%89/
MedPartner美的好朋友(2016)。〈化妝水推薦怎麼挑?化妝水濕敷效果好嗎?〉。2017年10月10日,取自https://www.medpartner.club/toning-lotion-efficacy-myth/
Q阿寶(無)。〈正確保濕觀念〉。2017年10月10日,取自https://www.qapao.com.tw/how-to-moisturize
李士虹皮膚科診所(2012)。〈保濕的重要性:維持角質層的障壁保護功能〉。2017年10月10日,取自http://merryangels.pixnet.net/blog/post/55149862-%E4%BF%9D%E6%BF%95%E7%9A%84%E9%87%8D%E8%A6%81%E6%80%A7%EF%BC%9A%E7%B6%AD%E6%8C%81%E8%A7%92%E8%B3%AA%E5%B1%A4%E7%9A%84%E9%9A%9C%E5%A3%81%E4%BF%9D%E8%AD%B7%E5%8A%9F%E8%83%BD
張麗卿老師(無)。〈化妝品的包裝,大有問題?〉。2017年10月10日,取自https://www.makehappyskin.com/info.php?info=95
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