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研究生:吳妮蓁
研究生(外文):WU, NI-CHEN
論文名稱:網紅廣告代言的來源可信度、廣告懷疑與廣告效果關聯性之研究─以消費者觀點探討
論文名稱(外文):The Relationship among Source Credibility, Advertising Skepticism, and Advertising Effectiveness of Internet Celebrity Endorsements in Advertising: A Case Study from the Perspective of Consumers
指導教授:黃義俊 指導老師
指導教授(外文):HUANG, YI-CHUN
口試委員:曾志弘 指導老師楊敏里 指導老師
口試委員(外文):ZENG, JHIH-HONGYANG, MIN-LI
口試日期:2019-05-17
學位類別:碩士
校院名稱:國立高雄科技大學
系所名稱:企業管理系
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:2019
畢業學年度:107
語文別:中文
論文頁數:118
中文關鍵詞:網路紅人來源可信度廣告懷疑論代言效果廣告態度品牌態度購買意願
外文關鍵詞:Internet CelebritySource CredibilityAdvertising SkepticismEffectiveness of Endorsement AdvertisingAttitude towards AdvertisingAttitude towards BrandPurchase Intention
相關次數:
  • 被引用被引用:24
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  • 評分評分:
  • 下載下載:234
  • 收藏至我的研究室書目清單書目收藏:2
由於網際網路及智慧型手機的發達,人與人之間的生活充斥著行動網路資訊 的接收,這樣的形式造就了許多社群媒體平台的崛起(如:Facebook, YouTube, Instagram, Line, Twitter)。這些社群媒體皆以驚人的速度成長與發展。而在社群媒 體的推波之下,透過社群媒體而爆紅的網路素人明星(網紅),成為現今最熱門的 議題。許多網紅將社群平台的經營作為最主要的經濟來源,透過自身的高人氣及 頻道高點閱率來吸引更多的廣告代言合作機會。然而有些消費者開始評斷網紅廣 告代言的真實性,並藉由網紅背景作為廣告採信與否的參考依據。本研究目的為 透過消費者感知網紅的來源可信度(可靠性、專業性與吸引力)來了解是否會影響 消費者廣告懷疑及網紅廣告代言效果,並從中探討其直接與間接的關係。
本研究以曾經關注過「有廣告代言或業配過的網紅」之消費者為研究對象, 於網路發放便利抽樣問卷。共計回收725份有效問卷,經由統計軟體SPSS 24.0及 AMOS 25.0進行資料分析、假說檢定及路徑分析模型驗證本研究之研究架構。研 究結果發現,網紅之來源可信度對消費者廣告懷疑具有顯著負向影響;消費者廣 告懷疑對廣告效果具有顯著負向影響;網紅之來源可信度對廣告效果具有顯著正 向影響;網紅之來源可信度、消費者廣告懷疑與廣告效果三者間有部分中介影 響。
Due to the development of the Internet and smartphones, life between people is full of Internet information. This situation has made the rise of many social media platforms (eg Facebook, YouTube, Instagram, Line, and Twitter). These social media have grown and developed rapidly. Because of this, the Internet celebrity, which is popular with social media, has become the hottest topic today.
Social media platform now is the most important source of income for Internet celebrities, they always get opportunities for being an advertising endorser through their high popularity and high views of their channel. However, some consumers began to judge the authenticity of the advertising endorsement, so they take the source credibility of the Internet celebrity as a reference for advertising authenticity. The purpose of this study is to investigate whether consumers’ perceived source credibility (reliability, expertise, and attractiveness) will affect the consumer advertising skepticism, and finally affect the advertising effectiveness. And this study will also investigate the direct and indirect relationship among them.
The Empirical results show that: First, the source credibility of Internet celebrity has a significant negative effect on the advertising skepticism of consumer. Second, the advertising skepticism of consumer has a significant negative effect on advertising effectiveness. Third, the source credibility of Internet celebrity has a significant positive effect on advertising effectiveness. Finally, there is a significant effect on source credibility, advertising skepticism, and advertising effectiveness.
摘要 I
ABSTRACT II
誌謝 III
目錄 IV
表目錄 VII
圖目錄 IX
第一章 緒論 10
第一節 研究背景 10
第二節 研究動機 11
第三節 研究目的 13
第四節 研究流程 14
第二章 文獻探討 15
第一節 網路紅人 (Internet Celebrity) 15
第二節 廣告懷疑 (AdvertisingSkepticism) 26
第三節 來源可信度 (Source Credibility) 33
第四節 廣告代言效果(Effectiveness of Endorsement Advertising) 44
第三章 研究方法 52
第一節 研究架構 52
第二節 研究假說 53
第三節 操作型定義與衡量 56
第四節 研究範圍與對象 61
第五節 資料收集 62
第六節 資料分析方法 67
第四章 研究分析與結果 69
第一節 回收樣本敘述性統計分析 69
第二節 信度與效度分析 71
第三節 敘述性統計分析 74
第四節 差異性檢定分析 79
第五節 相關分析 89
第六節 整體模式分析 90
第五章 結論與建議 93
第一節 研究結論 93
第二節 管理意涵 97
第三節 研究貢獻 98
第四節 研究限制與未來研究方向 99
參考文獻 100
附錄 113
一、中文部分
1.王睿清(2018)。家外數位看板之廣告態度研究,以西門町中影數位看板為例。東吳大學企業管理學系碩士論文,台北市。 取自https://hdl.handle.net/11296/s4g9wf
2.朱嘉玲(2018)。網紅可信度對代言人認同、品牌態度與購買意圖之影響。東海大學高階經營管理碩士在職專班碩士論文,台中市。 取自https://hdl.handle.net/11296/5terx6
3.艾巔娜(2016)。來源可信度對社群商務廣告代言效果的影響:以印尼Instagram 用戶為例。國立臺灣科技大學資訊管理系碩士論文,台北市。 取自https://hdl.handle.net/11296/586wuu
4.林秉潔(2017)。台灣美妝YouTuber形象與對閱聽人影響力研究。國立臺灣藝術大學廣播電視學系碩士班廣播電視組碩士論文,新北市。 取自https://hdl.handle.net/11296/hwtv3a
5.林惠穎(2009)。高科技用語對消費者廣告懷疑、廣告態度及購買意願之影響-以奈米為例。國立雲林科技大學企業管理系碩士班碩士論文,雲林縣。 取自https://hdl.handle.net/11296/r5f9u8
6.邱昱寧(2017)。線上旅遊評論網站使用者網路口碑、涉入程度、訊息來源可信度與購買意願關係之研究。國立體育大學體育推廣學系碩士論文,桃園縣。 取自https://hdl.handle.net/11296/c3ap85
7.邱惠鈴(2016)。臉書社群紅人代言對高中職生購買意願影響之探討-以臺南巿為例。南臺科技大學企業管理系碩士論文,台南市。 取自https://hdl.handle.net/11296/49yr3f
8.張俊民(2007)。廣告懷疑對廣告效果的影響:以廣告涉入,產品知識和產品涉入為干擾變數。國立臺北大學企業管理學系碩士論文,新北市。 取自https://hdl.handle.net/11296/25rry4
9.莊沛穎(2010)。影響電子口碑之因素與消費者購買行為:結構關係模型之應用。國立臺灣大學國際企業學研究所碩士論文,台北市。 取自https://hdl.handle.net/11296/e2qa3n
10.許家祥(2017)。網路紅人代言對消費者品牌聯想之影響。中原大學企業管理研究所碩士論文,桃園縣。 取自https://hdl.handle.net/11296/ts72js
11.陳芳萍(2010)。產品涉入程度對廣告懷疑論與廣告效果之研究。國立中央大學企業管理研究所博士論文,桃園縣。 取自https://hdl.handle.net/11296/n8tg6e
12.陳思涵(2018)。網紅特質對業配效果影響之研究—以美妝品為例。國立中興大學行銷學系所碩士論文,台中市。 取自https://hdl.handle.net/11296/kw7j78
13.彭靖翔(2018)。代言人可信度對廣告效果與購買意願之影響:以長榮航空為例。世新大學觀光學研究所(含碩專班)碩士論文,臺北市。 取自https://hdl.handle.net/11296/77upah
14.曾建燁(2017)。幽默廣告與網路紅人可信度對廣告效果之影響:以推薦人適配度為中介。國立中央大學企業管理學系碩士論文,桃園縣。 取自https://hdl.handle.net/11296/9g5pag
15.覃明嬌(2018)。網紅代言對消費者購買意圖之影響。輔仁大學企業管理學系管理學碩士班碩士論文,新北市。 取自https://hdl.handle.net/11296/6s4hyf
16.黃聆怡(2008)。電子口碑效果與網路合購行為之研究。國立臺灣大學國際企業學研究所碩士論文,台北市。 取自https://hdl.handle.net/11296/46u3kk
17.黃意婷(2017)。以消費者觀點探討網紅自我揭露、網紅可信度、廣告態度與購買意願關係之研究—以那對夫妻為例。國立中正大學企業管理系行銷管理研究所碩士論文,嘉義縣。 取自https://hdl.handle.net/11296/5qbnk6
18.黃騰翰(2011)。廣告訴求方式與來源可信度對於綠色產品廣告效果之影響。國立中央大學資訊管理研究所碩士論文,桃園縣。 取自https://hdl.handle.net/11296/d2q95f
19.楊惟婷(2012)。代言人負面訊息與訊息來源可信度對品牌態度與購買意圖影響之研究。逢甲大學企業管理所碩士論文,台中市。 取自https://hdl.handle.net/11296/qek499
20.廖巧婷(2015)。素人代言人廣告效果之研究。大葉大學設計暨藝術學院碩士班碩士論文,彰化縣。 取自 https://hdl.handle.net/11296/n3zrk4
21.廖珮嵐(2007)。性別對於廣告懷疑的影響:以人格為中介變數。國立臺北大學企業管理學系碩士論文,新北市。 取自https://hdl.handle.net/11296/66u97b
22.熊得恩(2010)。消費者對產品判斷之代言人偏誤修正行為:涉入程度、代言人吸引力、代言人相關度與廣告懷疑度。國立臺灣大學商學研究所碩士論文,台北市。 取自https://hdl.handle.net/11296/qv9jun
23.謝譯鋒(2017)。網路紅人影片及直播之特質與觀看者分享意圖之關聯研究。國立臺北大學企業管理學系碩士論文,新北市。 取自https://hdl.handle.net/11296/kz2sf7
24.簡弘鈞(2018)。產品涉入、代言人可信度、代言人與品牌形象差異對廣告效果影響研究—以來源配適性為干擾變數。國立屏東大學行銷與流通管理學系碩士班碩士論文,屏東縣。 取自https://hdl.handle.net/11296/nuqatb
25.簡健庭(2017)。廣告訴求與產品種類對品牌態度、廣告態度及自我品牌連接度的影響。國立中央大學企業管理學系碩士論文,桃園縣。 取自https://hdl.handle.net/11296/g8jx2a

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三、網路參考資料
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2.雲堆新媒(民105年9月16日)。 什麼是網紅、什麼又是網紅經濟?, kknews【新聞群組】。 取自 https://kknews.cc/zh-tw/other/6999rm.html
3.Daily View時事網路大數據分析(民106年12月12日)。冠軍是誰?第3季YouTuber社群影響力排行出爐【線上論壇】。取自https://dailyview.tw/Popular/Detail/1443
4.dPlus運嘉國際有限公司(民106年)。剖析「網紅經濟」: 粉絲影響力所帶來的巨大價值與變現能力【線上論壇】。取自http://www.dplus.tw/trend_detail.aspx?tid=24
5.Elvis (民106年6月21日)。網紅行銷|何謂「網紅經濟」?網紅/部落客的5種主要收入來源, GEMARKETING【網路論壇】。取自 https://reurl.cc/9ZgWa
6.marie claire(民103年) 。部落客也能是千萬富豪!全球收入最高的9位人氣部落客行情大揭密 【網路論壇】。 取自 https://www.marieclaire.com.tw/fashion/news/13508/page_3
7.Technorati 維基百科(無日期)。Technorati【維基百科】。取自https://zh.wikipedia.org/wiki/Technorati
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