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研究生:潘虹寧
研究生(外文):PAN, HUNG-NING
論文名稱:以理性行為理論探討網紅可信度之影響: 以「理科太太」為例
論文名稱(外文):Exploring the Influence of Internet Celebrity Credibility with Theory of Reasoned Action : Taking 「Li Ke Tai Tai」 as an Example
指導教授:許麗玲許麗玲引用關係
指導教授(外文):HSU, LI-LING
口試委員:徐村和陳志誠陳至柔王馨葦許麗玲
口試委員(外文):HSU, TSUEN-HOCHEN, CHIH-CHENGCHEN, CHIH-JOUWANG, HSIN-WEIHSU, LI-LING
口試日期:2019-06-17
學位類別:碩士
校院名稱:國立高雄科技大學
系所名稱:資訊管理系
學門:電算機學門
學類:電算機一般學類
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:73
中文關鍵詞:網路紅人理性行為理論網紅可信度持續關注意圖網路口碑
外文關鍵詞:Internet CelebrityTheory of Reasoned ActionSource CredibilityContinuance intention to useElectronic Word-Of-Mouth
相關次數:
  • 被引用被引用:3
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  • 下載下載:9
  • 收藏至我的研究室書目清單書目收藏:3
在自媒體當道的今日,「網路紅人」從一開始專寫文章的奇摩部落客、專做電競直播的電競主、錄製不同類型影片分享生活的YouTuber、和觀眾互動的直播主,到這兩年竄紅的短影片TIK TOKER。在百花綻放的網紅世代,網紅本身散發的魅力和給外界的形象,將會左右觀眾是否持續相信該網紅發布的信息。本研究將網紅視為一個散播資訊的網站,使用「理性行為理論」來了解閱聽人是否對於該網紅所發布的各種資訊、影片、貼文,產生影響。探討閱聽人會因為網紅可信度,進一步影響使用者忠誠度和持續使用意圖。
本研究以YOUTUBE所公開的「2018快速竄紅創作者」第一名「理科太太Li Ke Tai Tai」當作研究對象,該名網紅的影音頻道僅使用1年的時間達到一百萬觀眾訂閱頻道,訂閱人數更高過其他經營多年的科普型網紅。研究使用Smart PLS 3.2.8分析軟體進行統計資料的分析,本研究問卷共回收600份有效問卷,顯示結果為各項假說均呈現正向顯著的影響。
Today’s media, from the very beginning, the Internet Celebrity who specialize in writing articles on Yahoo Blog, E-sport player who specialize in E-sport live broadcasts, recording different types video to share lifestyle of YouTuber, the live broadcasts master interacting with the audience and those Tik TOKER just pop up in this two years. In this fascinating generation of internet celebrity , the charm of the internet celebrity and their image will influence whether the user continues to believe the information released by them. This study considers internet celebrity as a website that disseminates information, using “rational behavior theory” to understand whether the readers have an impact on the various information, video and post published by the internet celebrity. Exploring the readers will further affect user loyalty and continued use intentions cause the credibility of the internet celebrity.

This study is taking “ Li Ke Tai Tai” the top one in 「2018 fastest growing publisher」 published by YouTube as a study subject, this internet celebrity’s channel only take one year to achieved 1 million subscriber, higher then other popular-science internet celebrity those who take many years. This study using SmartPLS3.2.8 analyze software system to statistical analysis with a total 600 valid surveys was collected and the results show that each hypothesis has a positive and significant impact.
審定書 3
摘要 I
ABSTRACT II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VI

壹、緒論 7
1.1 研究背景 7
1.2 研究動機 10
1.3 研究目的 12
1.4 研究範圍 13
1.5 研究流程 13

貳、文獻探討 15
2.1 網路紅人 15
2.2 理科太太LI KE TAI TAI 18
2.3 網紅可信度 19
2.3.1 訊息來源可信度 (Source Credibility) 19
2.4 理性行為理論 (THEORY OF REASONED ACTION, TRA) 20
2.4.1 行為意圖 (Behavioral Intention) 21
2.4.2 行為態度 (Attitude Toward Behavior) 21
2.4.3 主觀規範 (Subjective Norms) 21
2.5 網路口碑 (ELECTRONIC WORD-OF-MOUTH,EWOM) 22
2.6 持續關注意圖 22

參、研究設計 23
3.1 研究模型 23
3.2 研究假說 24
3.2.1 「行為態度」與「網路口碑」之相關假說 24
3.2.2 「主觀規範」與「網路口碑」之相關假說 25
3.2.3 「網路口碑」與「網紅可信度」之相關假說 26
3.2.4 「行為態度」與「網紅可信度」之相關假說 27
3.2.5 「主觀規範」與「網紅可信度」之相關假說 28
3.2.6 「網紅可信度」與「持續關注意圖」之相關假說 29
3.3 研究變數之操作型定義 30
3.3.1 行為態度 30
3.3.2 主觀規範 31
3.3.3 網路口碑 32
3.3.4 網紅可信度 33
3.3.5 持續關注意圖 34
3.4 研究設計 35
3.4.1 研究樣本 35
3.4.2 目標對象 35
3.4.3 資料蒐集 35
3.4.4 資料分析方法與工具 35
3.4.5 問卷設計 36
3.4.6 前測 37

肆、資料分析 39
4.1 敘述性統計分析 39
4.1.1 有效問卷篩選 39
4.1.2 基本資料分析 39
4.2 問卷量表之檢驗 42
4.2.1 信度及效度分析 42
4.3 中介效果分析 48
4.4 假說與模型驗證 50
4.5 假說驗證結果 51

伍、結論與建議 52
5.1 研究結論 52
5.2 研究貢獻 54
5.3 實務上之建議 54
5.4 研究限制 55
5.5 未來研究發展 55

參考文獻 57
中文文獻 57
英文文獻 59
網站來源 64
附錄一、研究問卷 66


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