臺灣博碩士論文加值系統

　　在現今激烈的廣告平台之中，人們透過各種媒體得到的資訊越來越多元，代言人經由電商、電視、平面等媒體對消費者意願產生影響力。而Facebook在台灣月活躍用戶數高達1,800萬。本研究探討代言人之信賴度、吸引力和專業性對消費者購買意願的影響，並以Facebook自媒體直播為研究範圍。研究者透過發放問卷更取得到300份問卷其中有效問卷為272份。分析問卷結果顯示代言人利用其「吸引力」、「信賴度」將對消費者的購買意願將有其顯著之影響而「專業性」較無顯著之影響，研究結果將可以做為未來想要利用此平台之電商、平面廣告媒體以及相關業者做為投入尋找代言人決策之參考。

　　Facebook, this widely spread, rapid rising social media network platform has managed to impact people’s daily life worldwide. As in Taiwan, this social media has reached over 1.8 million users. This network platform is not only influence people’s typical daily practice, but also changed the way of how people’s perspective of the information viewed, have their perception towards the information received and how to accumulate the information that they require to acquire. These behavioral changes also deeply impact towards the willingness of how consumer executed their buying power.
　　As the result, the newer forms of advertisement campaign, publicity, and marketing strategies, these elements acts as the crucial roles towards many phases of current business trading that critically influence the commercial product’s sales figure and consequently affect the revenue side of business as well. Since the means of advertisement has been challenged over the years, printed flyers, news-paper advertisement, radio commercial or TV commercials are no longer satisfy for the contemporary demands, the needs to acquire different forms of service platform like Facebook has been given a newer input that enable to activates the desire of consumer purchase power again.
　　This thesis has targeted how consumer relied on the belief of E-commerce brand endorsers in the end product, the attractiveness and expertise that significantly motivate consumer’s purchase intention. Along with 3000 survey given to the Facebook user that specifically identify the advertisement has been driven by Facebook self-broadcasting tools, which shares a similar concept of We-media o the designated viewers. Within the 272 survey, they have identified that brand-endorser has certain manipulative influence in attractiveness and reliability towards the commercial products that encourages the consumer’s purchase intention. Yet, lesser degree would reflect upon to brand-endorser’s expertise towards the commercial products that they truly intended to sell.
　　Consequently, as the research demonstrated and shared the significant of the relations conducted between Facebook and the advertisement campaigner, which provides a significant valve and research reference for E-commerce provider or commercial trade related personnel to reconsider the most adequate method to involve the brand-endorser for advertisement on social media network service platform in future.

中文摘要　．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．． iv
致謝辭　　．．．．．．．．．．．．．．．．．．．． vi
內容目錄　．．．．．．．．．．．．．．．．．．．． vii
表目錄　　．．．．．．．．．．．．．．．．．．．． ix
圖目錄　　．．．．．．．．．．．．．．．．．．．． xi
第一章　　緒論．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景及動機．．．．．．．．．．． 1
　　第二節　　研究目的．．．．．．．．．．．．．． 5
　　第三節　　研究範圍及對象．．．．．．．．．．． 6
　　第四節　　研究步驟．．．．．．．．．．．．．． 7
第二章　　文獻探討．．．．．．．．．．．．．．．． 8
　　第一節　　代言人探討．．．．．．．．．．．．． 8
　　第二節　　Facebook與自媒體傳播．．．．．．．． 14
　　第三節　　購買意願探討．．．．．．．．．．．． 22
　　第四節　　代言人與購買意願文獻探討．．．．．． 25
第三章　　研究方法．．．．．．．．．．．．．．．． 29
　　第一節　　研究架構 ．．．．．．．．．．．．．． 29
　　第二節　　研究流程．．．．．．．．．．．．．． 29
　　第三節　　研究對象與抽樣方式．．．．．．．．． 31
　　第四節　　研究假說．．．．．．．．．．．．．． 31
　　第五節　　研究變項操作性定義及問卷．．．．．． 32
　　第六節　　統計分析方式．．．．．．．．．．．． 35
第四章　　資料分析．．．．．．．．．．．．．．．． 37
　　第一節　　敘述性統計分析．．．．．．．．．．． 37
　　第二節　　量表的信度與效度．．．．．．．．．． 39
　　第三節　　相關分析．．．．．．．．．．．．．． 52
　　第四節　　迴歸分析．．．．．．．．．．．．．． 52
　　第五節　　交叉分析．．．．．．．．．．．．．． 54
　　第六節　　驗證假說．．．．．．．．．．．．．． 65
第五章　　結論與建議．．．．．．．．．．．．．．． 66
　　第一節　　研究發現與結論．．．．．．．．．．． 66
　　第二節　　實務上之建議．．．．．．．．．．．． 67
　　第三節　　研究限制與研究建議．．．．．．．．． 69
參考文獻　　．．．．．．．．．．．．．．．．．．． 70
附錄　　問卷．．．．．．．．．．．．．．．．．．． 80

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