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研究生:鄭厚謙
研究生(外文):Cheng, Hou-Chien
論文名稱:你相信網紅嗎?網紅推薦口碑說服效果
論文名稱(外文):Do you believe in Internet celebrity? The effect of internet celebrities' recommended word of mouth
指導教授:賴明政賴明政引用關係
指導教授(外文):Lai, Ming-Cheng
學位類別:碩士
校院名稱:國立臺北商業大學
系所名稱:企業管理系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:96
中文關鍵詞:網路紅人來源可信度名人認同偶像崇拜購買意願
外文關鍵詞:Internet CelebritySource CredibilityCelebrity IdentificationCelebrity WorshipPurchase Intention
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隨著網路普及與社群網站的崛起,網路紅人利用社群網站的媒介,在訊息或影片的快速傳遞下達到爆紅的效果,而網路紅人也逐漸成為產品代言對象的趨勢,過去研究以往在產品代言上以專家與明星代言為主,但過去研究對於網路紅人之研究卻仍顯不足,因此本研究藉由探討大眾對於網路紅人的來源可信度進而影響消費者對於網路紅人的名人認同以及偶像崇拜,最後達到消費者對於網紅代言產品的購買意願之說服效果。
本研究中的三個研究都在PTT上以非隨機便利抽樣的方式發放,研究一就整體網紅而言,可信賴性、專業性、吸引力都正向的影響名人認同與偶像崇拜,但可信賴性與專業性則相對較吸引力低,而名人認同與偶像崇拜皆影響消費者對網紅推薦的產品產生購買意願。研究二在十種代言人類型的比較中,發現網紅其吸引力依舊是其很大特性,在分群下與通告藝人及模特兒的性質較為相同。研究三結果發現針對所篩選出的10位網紅,受測者認為網紅其特性吸引力高但專業度普遍較低。
整體而言網紅有別於專家與明星的特性,受訪者普遍認為網紅的吸引力較高,但其專業性普遍較低,而消費者若對網紅有崇拜以及認同的行為,則更容易受到網紅說服進而產生購買其代言產品的行為,本研究結果也有助於企業主了解在運用網紅代言產品時,其與其他代言人之間的差別為何?並可藉此研究擴充過去對於網路紅人研究的不足。
With the popularity of the Internet and the rise of social networking sites, Internet celebrities take social networking sites as medium. Messages and videos are able to be spread faster and go viral overnight. As a result, Internet celebrities have gradually become the trend of product endorsement. Previous studies mainly focus on product endorsement of experts and stars so there is insufficiency for the study of Internet celebrities. In this study, we will explore the source credibility of Internet celebrities which will influence the consumers’ celebrity identification and idolatry and investigate the eventual consequences of consumers’ purchase intentions on Internet celebrities’ endorsement.
Three studies in this thesis are presented by a non-random convenience sampling on PTT. Firstly,Study one shows that for all internet celebrities, trustworthiness and expertise, attractiveness positively affects celebrity identification and idolatry. Precisely, the influence of attractive is higher than trustworthiness and expertise. Furthermore, credibility identification and celebrity worship has positive impacts on purchase intention. In study two, comparisons of ten types of spokesperson shows that the attractiveness of Internet celebrities is still an influential characteristic. After the cluster analysis, the characteristics of internet celebrities is quite similar to entertainers and models.Study three finds that selected 10 internet celebrities are characterized by high attractiveness but low expertise according to our respondents.
Overall, internet celebrities are different from the characteristics of experts and stars, respondents generally believe that the attractiveness of internet celebrities higher, but its expertise low, If consumers for internet celebrities have celebrity worship and credibility identification behavior. It will be persuaded by internet celebrities and then produce purchase intention. The results of this study also help business owners understand when using internet celebrities endorsement products,what is the difference between internet celebrities and other spokespersons? And can expand the past for the lack of internet celebrity research.
摘要 I
英文摘要 II
致謝 III
目錄 IV
表目錄 V
圖目錄 VI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 網路紅人 (Internet Celebrity) 5
第二節 來源可信度 (Source Credibility) 8
第三節 名人認同 (Celebrity Identification) 13
第四節 偶像崇拜 (Celebrity Worship) 15
第五節 購買意願 (Purchase Intention) 17
第三章 研究方法 18
第一節 研究架構 18
第二節 研究假說 18
第三節 統計方法 26
第四節 研究設計 29
第四章 實證研究 30
第一節 研究一 30
第二節 研究二 42
第三節 研究三 58
第五章 研究結論與建議 75
第一節 研究結論 75
第二節 學術意涵及管理意涵 76
第三節 研究限制與未來研究建議 77
參考文獻 78
附錄 86
A 研究一問卷 86
B 研究二問卷 88
C 研究三問卷 91
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