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研究生:許浩峻
研究生(外文):HSU,HAO-CHUN
論文名稱:以S-O-R理論探討網紅對於購買意圖影響因素之研究
論文名稱(外文):Using S-O-R theory to explore the influence of internet celebrities on purchase intention
指導教授:吳金山吳金山引用關係
指導教授(外文):WU,CHIN-SHAN
口試委員:謝焸君吳金山鄭菲菲
口試委員(外文):HSIEH, YING-JIUNWU, CHIN-SHANCHAN, FEI-FEI
口試日期:2002-07-21
學位類別:碩士
校院名稱:東海大學
系所名稱:資訊管理學系
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:2020
畢業學年度:108
語文別:中文
論文頁數:57
中文關鍵詞:S-O-R理論網紅可信度電子口碑從眾行為認同感擬社交互動購買意圖
外文關鍵詞:Stimulus-Organism-Response (S-O-R) modelInternet Celebrity CredibilityE-WOMConformityIdentifyParasocial InteractionPurchase Intention
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隨著網路科技的普及以及資訊串流技術的進步,廣告行銷逐漸從傳統廣告行銷轉至網路,「網路紅人」此一新興職業因此誕生,透過網紅自身的高人氣、高魅力及高曝光度,來吸引各大廠商的產品與服務代言宣傳,造就人流與金流。因此,如何吸引更多的觀看人數與拉攏網路上眾多的潛在消費者成了網紅代言人與廠商重要的議題之一。本研究以S-O-R理論為基礎,探討了消費者在觀看網紅代言的影片或直播後,是否會對於消費者產生認同感與擬社交互動體驗,進而影響後續的購買意圖。研究結果透過245份有效問卷樣本進行分析後發現,網紅可信度之可靠性、專業性與吸引力對認同感與擬社交互動體驗皆有顯著之影響;電子口碑(E-WOM)對認同感與購買意圖具顯著之影響;從眾行為對購買意圖具顯著之影響;認同感對購買意圖有顯著之影響;擬社交互動體驗對購買意圖有顯著之影響,而在網紅可信度對於購買意圖為支持的部分則可能是因消費者透過網路上的平台來觀看網紅之影片或直播,很多時候若沒有消費者「情緒面」的角度來切入探索的話,則可能會將網紅當作是現實當中的陌生人一樣,並不會選擇採信所接收到的訊息。
With the popularization and development of Internet technology and the advancement of information streaming technology, the Internet community has risen. Various media platforms are gradually emerging, and advertising marketing has gradually shifted from traditional advertising marketing to the Internet. This new career of "KOL or Influencers(網紅)" was born. Through the high visibility, high charm and high exposure of the influencers, it has attracted the endorsement and promotion of products and services of major manufacturers and brings the flow of people and money. Therefore, the way to get more viewers and attract a large number of potential consumers on the Internet has become one of the important issues for internet celebrity and manufacturers. Based on the S-O-R theory, this study explores whether consumers will have a sense of identity and a parasocial relationship with consumers after watching the celebrity endorsement video or live broadcast, which will affect subsequent purchase intentions. The results of the study were analyzed through 245 effective questionnaire samples and found that the reliability, professionalism and attractiveness of the influence of Internet celebrities have a significant impact on identity and the intended social interaction experience. Electronic word of mouth (E-WOM) has a significant impact on identity and purchase intention. Conformity has a significant impact on purchase intentions. Identify has a significant impact on purchase intentions. The intended social interaction experience has a significant impact on purchase intentions. The part of the credibility of influencers supporting purchase intent may be because consumers watch the videos or live broadcasts of influencers through online platforms. In many cases, if there is no “emotional” perspective of consumers to explore, , You may treat the Internet celebrity as a stranger in reality, and will not choose to adopt the received information.
目次
摘要 I
表次 V
圖次 V
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 S-O-R理論(Stimulus-Organism-Response) 5
第二節 網紅可信度 6
第三節 從眾行為(Conformity) 8
第四節 電子口碑(E-WOM) 11
第五節 認同感 11
第六節 擬社交互動體驗(parasocial interaction) 13
第七節 購買意圖 15
第三章、研究方法 16
第一節 研究架構 16
第二節 研究假說之推論 17
第三節 操作性定義 20
第四節 問卷設計 22
第四章 統計分析與結果 25
第一節、問卷發放與回收 25
第二節、資料分析方法 25
第三節、敘述性統計 27
第五章 結論與建議 37
第一節、研究結果與討論 37
第二節、實務之建議 39
第三節、研究限制與未來建議 40
參考文獻 42


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