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研究生:阮彥凱
研究生(外文):JUAN, YEN-KAI
論文名稱:YouTuber吸引力對購買意圖之影響 -以擬社會互動及公信力為中介
論文名稱(外文):The Impact of Attractiveness of the YouTubers on the Purchase Intention - The Mediations of Parasocial Interaction and the Credibility
指導教授:徐村和徐村和引用關係
指導教授(外文):HSU, TSUEN-HO
口試委員:徐村和葛關復勇謝致慧楊東震
口試委員(外文):HSU, TSUEN-HOKO KUAN, FU-YUNGSHIEH, CHIN-HUIYANG, DONG-JENN
口試日期:2020-10-20
學位類別:碩士
校院名稱:國立高雄科技大學
系所名稱:行銷與流通管理系
學門:商業及管理學門
學類:行銷與流通學類
論文出版年:2020
畢業學年度:109
語文別:中文
論文頁數:99
中文關鍵詞:YouTuber吸引力擬社會互動公信力購買意圖
外文關鍵詞:YouTuberAttractivenessParasocial InteractionCredibilityPurchase Intention
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科技的進步導致現在消費者在生活上的改變,而YouTube的盛行風潮也漸漸活絡,短短幾年間YouTube發生了極大變動,不僅僅只是影音分享,也帶起了創作風潮,這些專注於創作、創意發想、散播知識,亦或是記錄生活的網路紅人們被媒體稱之為「網紅」,在YouTube上則是被稱為「YouTuber」。
至今,YouTuber的影響力已漸漸大於一般廣告名人,消費者對與他們生活上較為親近的YouTuber有較大的信任感,本研究係以台灣會觀看YouTuber影片的閱聽者為研究對象,針對他們本身的觀看經驗,探討YouTuber的吸引力,其中包括了人格特質(外表吸引力)、親和力及興趣(社交吸引力)、表現能力(任務吸引力)之探討。目的為瞭解閱聽者對於YouTuber的影音內容及其本身帶來的吸引力認知以及其對購買意圖的影響。且中間經由擬社會互動和YouTuber的公信力,是否也會對購買意圖造成影響。
本研究以問卷調查,在Facebook、Line、Instagram以及Dcard上進行問卷收集,共計回收240份有效問卷。研究結果發現:(1)外表吸引力對擬社會互動無正向影響。(2)社交吸引力對擬社會互動有正向影響。(3)任務吸引力對擬社會互動有正向影響。(4)擬社會互動對專業性有正向影響。(5)擬社會互動對可靠性有正向影響。(6)專業性對購買意圖無正向影響。(7)可靠性對購買意圖有正向影響。(8)擬社會互動不為外表吸引力與公信力的中介效果。(9)擬社會互動為社交吸引力與公信力的中介效果。(10)擬社會互動為任務吸引力與公信力的中介效果。(11)專業性為擬社會互動與購買意圖的中介效果。(12)可靠性為擬社會互動與購買意圖的中介效果。

Advances in technology have led to changes in consumers’ lives, and YouTube’s prevalence has gradually become more active. In just a few years, YouTube has undergone tremendous changes. Not only video sharing, but also creative trends have emerged. These focus on creation, Internet celebrities who create ideas, spread knowledge, or record their lives are called "Internet celebrities" by the media, and on YouTube they are called "YouTubers".
So far, the influence of YouTuber has gradually become greater than that of ordinary advertising celebrities. Consumers have a greater sense of trust in YouTubers who are closer to their lives. This research is based on audiences who watch YouTuber videos in Taiwan. For Their own viewing experience explores the attractiveness of YouTubers, including personality traits (physical attractiveness), affinity and interest (social attractiveness), performance ability (task attractiveness). The purpose is to understand the audience's perception of the attractiveness of YouTuber's audiovisual content and its own and its influence on purchase intention. And whether the parasocial interaction and the YouTuber’s credibility will also affect the purchase intention.
This study used questionnaires to collect questionnaires on personal Facebook, Line, Instagram and Dcard, and a total of 240 valid samples were recovered. The research results found that: (1) Physical attractiveness wasn’t positively related to parasocial interaction. (2) Social attractiveness was positively related to parasocial interaction. (3) Task attractiveness was positively related to parasocial interaction. (4) Parasocial interaction was positively related to expertise. (5) Parasocial interaction was positively related to trustworthiness. (6) Expertise wasn’t positively related to purchase intention. (7) Trustworthiness was positively related to purchase intention. (8) Parasocial interaction is not an intermediary effect of physical attractiveness and credibility. (10) Parasocial interaction is the intermediary effect of social attractiveness and credibility. (10) Parasocial interaction is the intermediary effect of task attractiveness and credibility. (11) Expertise is the intermediary effect of parasocial interaction and purchase intention.
(12) Trustworthiness is the intermediary effect of parasocial interaction and purchase intention.

摘要 i
ABSTRACT ii
誌謝 iv
目錄 v
表目錄 vii
圖目錄 ix
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 5
第四節 研究重要性 6
第五節 研究流程 7
第貳章 文獻探討 8
第一節 YouTube及YouTuber之相關研究 8
第二節 置入性行銷(Product Placement) 13
第三節 吸引力(Attractiveness) 14
第四節 擬社會互動(Parasocial Interaction; PSI) 20
第五節 公信力(Credibility) 24
第六節 購買意圖(Purchase Intention) 29
第參章 研究方法 31
第一節 研究假設與研究架構 31
第二節 變數操作化定義與衡量方式 34
第三節 資料分析方法 46
第四節 研究設計及前測執行 47
第肆章 資料分析與結果 51
第一節 描述性統計分析 51
第二節 信度與效度分析 63
第三節 相關係數分析 68
第四節 迴歸分析檢驗假設 69
第伍章 結論與建議 75
第一節 研究結果 75
第二節 研究發現 77
第三節 研究貢獻 79
第四節 行銷管理意涵 79
第五節 研究限制及未來研究方向建議 80
參考文獻 81
附錄一 問卷 94
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四、網路資料
1. Google台灣-官方部落格(2017),資料擷取時間:2020年6月25日。
資料擷取來源:https://taiwan.googleblog.com/2017/10/youtube.html。
2. 聯合新聞網(2019),資料擷取時間:2020年6月21日。
資料擷取來源:https://udn.com/news/story/7266/4152674。
3. 經濟日報(2019),資料擷取時間:2020年6月21日。
資料擷取來源:https://money.udn.com/money/story/5612/4153168
4. weblio辞書(2020),資料擷取時間:2020年7月1日。
資料擷取來源:https://www.weblio.jp/wkpja/content/YouTuber
5. Alexa.(2019). Top Sites in Taiwan. https://www.alexa.com/topsites/countries/TW
6. Anderson. (2015). 5 facts about online video, for YouTube's 10th birthday. Retrieved from: Pew Research Center http://www.pewresearch.org/fact-tank/2015/02/12/ 5-facts-about-online-video-for-youtubes-10th-birthday/.
7. YouTube (2010). At five years, two billion views per day and counting. The Official YouTube Blog Retrieved on June 25, 2020 from http://youtube-global.blogspot.com/2010/05/atfiveyears- two-billion-views-per-day.html.

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