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研究生:NGUYEN THI LAN HUONG
研究生(外文):NGUYEN, THI LAN HUONG
論文名稱:The Effects of Social Power behind Social Media Influencers and Parasocial Interaction on Followers' Purchase Intention, moderated by Followers’ Price Sensitivity and Impulsive Buying Tendency
論文名稱(外文):The Effects of Social Power behind Social Media Influencers and Parasocial Interaction on Followers' Purchase Intention, moderated by Followers’ Price Sensitivity and Impulsive Buying Tendency
指導教授:劉祐綸
指導教授(外文):LIU, YU-LUN
口試委員:劉祐綸吳斯偉柯 玉佳
口試委員(外文):LIU, YU-LUNWU, SHIH-WEIKO, YU-CHIA
口試日期:2021-05-19
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:管理學院外國學生專班(IMBA)
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:2021
畢業學年度:109
語文別:英文
論文頁數:65
中文關鍵詞:Influencer MarketingSocial PowerParasocial InteractionPrice SensitivityImpulsive Buying TendencyPurchase Intention
外文關鍵詞:Influencer MarketingSocial PowerParasocial InteractionPrice SensitivityImpulsive Buying TendencyPurchase Intention
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This study investigates how social power behind social media influencers affect followers’ purchase intention. The mediating effect of parasocial interaction and the moderating effect of followers’ personal characteristics, including price sensitivity and impulsive buying tendency, are both examined. To execute this study, a survey was conducted and 412 responses of social media users from Vietnam were obtained. The result confirms that 2 of 4 social powers (referent power, reward power) are strong influential variables for parasocial interaction, which mediates the followers’ purchase intention. The moderating role of followers’ personal characteristics on the relationship between parasocial interaction and followers’ purchase intention is also confirmed.
This study investigates how social power behind social media influencers affect followers’ purchase intention. The mediating effect of parasocial interaction and the moderating effect of followers’ personal characteristics, including price sensitivity and impulsive buying tendency, are both examined. To execute this study, a survey was conducted and 412 responses of social media users from Vietnam were obtained. The result confirms that 2 of 4 social powers (referent power, reward power) are strong influential variables for parasocial interaction, which mediates the followers’ purchase intention. The moderating role of followers’ personal characteristics on the relationship between parasocial interaction and followers’ purchase intention is also confirmed.
Chapter 1 Introduction 1
1.1 Background 1
1.2 Research Gap 3
1.3 Research Questions 5
1.4 Research Structure 6
Chapter 2 Literature Review 7
2.1 Social media 7
2.2 Social media influencers 8
2.3 Influencer marketing 10
2.4 Social power 12
2.4.1 Expert power 12
2.4.2 Referent power 13
2.4.3 Reward power 14
2.4.4 Legitimate power 14
2.4.5 Coercive power 15
2.5 Parasocial interaction 15
2.6 Purchase intention 17
2.7 Personal characteristics 19
2.7.1 Price sensitivity 20
2.7.2 Impulsive buying tendency 21
2.8 Theoretical framework 22
Chapter 3 Research Methodology 24
3.1 Research Context 24
3.2 Measurements for Variables 25
3.3 Data Collection 28
Chapter 4 Data Analysis and Findings 30
4.1 Descriptive Analysis 30
4.2 Data Analysis 31
4.2.1 Validity Test - Exploratory Factor Analysis (EFA) 31
4.2.2 Reliability Test - Cronbach's Alpha 34
4.2.3 Regression Test 35
4.3 Result 39
Chapter 5 Conclusions, Implications, Limitations and Recommendations 42
5.1 Conclusions 42
5.2 Implications 43
5.2.1 Theoretical Contributions 43
5.2.2 Managerial Implications 44
5.3 Limitations & Recommendations 45
References 47
Appendix 54
A. Questionnaire 54
B. SPSS Analyses 59

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