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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(外文):HSU, TSUEN-HO
外文關鍵詞:YouTuberAttractivenessParasocial InteractionCredibilityPurchase Intention
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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
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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