跳到主要內容

臺灣博碩士論文加值系統

(18.97.14.86) 您好!臺灣時間:2025/02/12 11:47
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

: 
twitterline
研究生:劉宸妤
研究生(外文):LIU, CHENG-YU
論文名稱:網紅特質、資訊表達方式與懷疑主義影響商品購買意圖之研究-以流行服飾為例
論文名稱(外文):The Effects of the Social Media Influencer’s Characteristics, Post Type and Skepticism on Instagram Follower’s Purchase Intention- A Case of the Korean Female Apparel IG
指導教授:吳肇銘吳肇銘引用關係
指導教授(外文):Wu, Chao-Ming
口試委員:皮世明金志聿
口試委員(外文):Pi, Shih-MingChin, Chih-Yu
口試日期:2022-06-20
學位類別:碩士
校院名稱:中原大學
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:2022
畢業學年度:110
語文別:中文
論文頁數:96
中文關鍵詞:網紅特質擬社會關係懷疑主義購買意圖
外文關鍵詞:influencer characteristics,parasocial relationshipskepticismpurchase intention
相關次數:
  • 被引用被引用:3
  • 點閱點閱:813
  • 評分評分:
  • 下載下載:187
  • 收藏至我的研究室書目清單書目收藏:0
隨著社群媒體的發展,網紅人數逐年劇增,品牌藉由網紅影響力展示產品,吸引大量追隨者的關注,商品要如何結合網紅特質,以帶動消費者的購買意圖,乃是網紅行銷策略中相當關鍵的議題。而Instagram用戶經常為了做出更好的購物選擇,會在閱讀貼文時尋找可信賴的內容,因此網紅呈現相關商品的資訊表達方式,是否會干擾網紅對追隨者購買意圖的影響,亦是本研究希望探討的重要議題。在網紅業配、代言氾濫之下,消費者普遍具有懷疑心態,過去的研究經常探討不同類型網紅在社群平台影響追隨者的態度,較少研究針對追隨者本身的懷疑心態所造成的影響。因此,本研究針對Instagram網紅的追隨者在瀏覽網路商品時,是否會受「網紅特質」而影響其「購買意圖」,以及網紅的「資訊表達方式」、追隨者自身的「懷疑主義」傾向是否會干擾前述影響關係進行探討。此外,不同性別的Instagram網紅追隨者在瀏覽網路商品時,前述影響關係是否有所不同,本研究亦做進一步分析、比較。
本研究透過實地實驗,以4(專業性、可信度、吸引力、擬社會關係)x2(敘事型貼文、非敘事型貼文)的實驗設計,了解實驗受測者實際在Instagram瀏覽商品後,對網紅的評價與購買的意願。研究結果發現:(一)網紅特質之專業性、可信度、吸引力、擬社會關係皆會對「購買意圖」產生顯著影響;(二)網紅的「資訊表達方式」會干擾網紅「專業性」對「購買意圖」的影響;(三)追隨者的「懷疑主義」對於網紅特質在「購買意圖」的影響上則未見有干擾效果;(四)在女性方面:網紅特質皆會對「購買意圖」產生顯著影響,「資訊表達方式」、「懷疑主義」對於網紅特質在「購買意圖」的影響上則未見有干擾效果;在男性方面:網紅特質之專業性、可信度、擬社會關係會對「購買意圖」產生顯著影響,「資訊表達方式」會干擾網紅「專業性」、「擬社會關係」對「購買意圖」的影響,「懷疑主義」對於網紅特質在「購買意圖」的影響上則未見有干擾效果。

With the development of social media, the number of social media influencers has increased sharply year by year. Brands collaborate with social media influencers to attract significant followers’ attention. Combining social media influencer characteristics with appropriate post types to drive consumers’ purchase intentions is a key issue in Internet celebrity marketing. And Instagram users often look for trustworthy content when they are reading posts in order to make better shopping motives. Therefore, this study also focuses on whether IG followers’ purchase intention will be affected by the influencer’s post type.
Under the flood of influencer advertorial and endorsements, consumers generally have skepticism tendencies. Most of the previous research on different characteristics of influencers on social media, and less on followers’ skepticism tendencies. Accordingly, this study focuses on whether IG followers’ purchase intention will be affected by the influencer’s characteristics, post type, and followers’ skepticism tendencies.
This study adopts a field experiment method with better external validity and uses a 4(professionalism、credibility、attractiveness、parasocial relationship)x2(storytelling post、informational post) between-subjects design experiment method.
The results are as follows. First, professionalism, credibility, attractiveness, and parasocial relationship of influencers all have a significant impact on the follower’s purchase intent. Second, post type will interfere with the effect of influencer’s professionalism on the follower’s purchase intent; Finally, followers’ skepticism has no interference with the effect of influencer’s characteristics on the follower’s purchase intention.

目次
摘要 I
Abstract II
謝誌 III
目次 IV
圖目次 VI
表目次 VII
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 3
第三節 研究流程 6
第貳章 文獻探討 7
第一節 網紅特質 7
一、 專業性 10
二、 可信度 11
三、 吸引力 12
四、 擬社會關係 13
第二節 資訊表達方式 15
第三節 懷疑主義(Skepticism)16
第參章 研究方法 19
第一節 研究架構與假說 19
第二節 變數定義與操作化 22
一、 自變數定義與操作化 22
二、 調節變數定義與操作化 24
三、 應變數定義與操作化 24
第三節 問卷設計 25
第四節 實驗設計 26
一、 實驗標的 26
二、 實驗進行對象 28
三、 實驗流程 28
第肆章 分析結果 29
第一節 基本資料分析 29
第二節 信度檢測 31
第三節 研究假設驗證 32
一、 網紅特質與購買意圖之間的關聯性 32
二、 資訊表達方式與網紅特質交互作用後對購買意圖的影響 33
三、 懷疑主義與網紅特質交互作用後對購買意圖的影響 37
第四節 不同性別下研究模型之檢測 40
一、 不同性別下網紅特質與購買意圖之間的關聯性 40
二、 不同性別下資訊表達方式與網紅特質交互作用後對購買意圖的影響 41
三、 不同性別在懷疑主義與網紅特質交互作用後對對購買意圖的影響 47
四、 不同性別下研究模型之檢測結果彙整 50
第伍章 結論與建議 53
第一節 結論 53
第二節 研究貢獻 55
第三節 研究限制與未來建議 56
參考文獻 59
附錄一 正式問卷一(網紅專業性)77
附錄二 正式問卷二(網紅可信度)81
附錄三 正式問卷三(網紅吸引力)85
圖目次
圖1-1、研究流程圖 6
圖1-2、Instagram網紅分類圖 9
圖3-1、研究架構圖 19
圖4-1、專業性與資訊表達方式對「購買意圖」影響之折線圖 35
圖4-2、專業性與資訊表達方式對「購買意圖」影響之折線圖-男 44
圖4-3、擬社會關係與資訊表達方式對「購買意圖」影響之折線圖-男性 46
表目次
表2-1、專業性之定義 11
表2-2、可信度之定義 12
表2-3、吸引力之定義 13
表2-4、擬社會關係之定義 14
表3-1、「網紅特質」之衡量問項 23
表3-2、「懷疑主義」之衡量問項 24
表3-3、「購買意圖」之衡量問項 25
表3-4、實驗網紅與實驗控制變數組合 27
表4-1、各組樣本數 29
表4-2、有效樣本之人口統計資料 30
表4-3、受測者使用Instagram習慣分析 31
表4-4、構面之信度分析 32
表4-5、「網紅特質」對「購買意圖」影響之相關分析 33
表4-6、專業性與資訊表達方式對「購買意圖」影響之二因子變異數分析 34
表4-7、可信度與資訊表達方式對「購買意圖」影響之二因子變異數分析 35
表4-8、吸引力與資訊表達方式對「購買意圖」影響之二因子變異數分析 36
表4-9、擬社會關係與資訊表達方式對「購買意圖」影響之二因子變異數分析 36
表4-10、專業性與懷疑主義對「購買意圖」影響之二因子變異數分析 37
表4-11、可信度與懷疑主義對「購買意圖」影響之二因子變異數分析 38
表4-12、吸引力與懷疑主義對「購買意圖」影響之二因子變異數分析 38
表4-13、擬社會關係與懷疑主義對「購買意圖」影響之二因子變異數分析 39
表4-14、假說驗證結果彙整表 39
表4-15、女性認知的「網紅特質」對「購買意圖」影響之相關分析 41
表4-16、男性認知的「網紅特質」對「購買意圖」影響之相關分析 41
表4-17、專業性與資訊表達方式對「購買意圖」影響之二因子變異數分析-女性 42
表4-18、可信度與資訊表達方式對「購買意圖」影響之二因子變異數分析-女性 42
表4-19、吸引力與資訊表達方式對「購買意圖」影響之二因子變異數分析-女性 43
表4-20、擬社會關係與資訊表達方式對「購買意圖」影響之二因子變異數分析-女性 43
表4-21、專業性與資訊表達方式對「購買意圖」影響之二因子變異數分析-男性 44
表4-22、可信度與資訊表達方式對「購買意圖」影響之二因子變異數分析-男性 45
表4-23、吸引力與資訊表達方式對「購買意圖」影響之二因子變異數分析-男性 45
表4-24、擬社會關係與資訊表達方式對「購買意圖」影響之二因子變異數分析-男性 46
表4-25、專業性與懷疑主義對「購買意圖」影響之二因子變異數分析-女性 47
表4-26、可信度與懷疑主義對「購買意圖」影響之二因子變異數分析-女性 47
表4-27、吸引力與懷疑主義對「購買意圖」影響之二因子變異數分析-女性 48
表4-28、擬社會關係與懷疑主義對「購買意圖」影響之二因子變異數分析-女性 48
表4-29、專業性與懷疑主義對「購買意圖」影響之二因子變異數分析-男性 49
表4-30、可信度與懷疑主義對「購買意圖」影響之二因子變異數分析-男性 49
表4-31、吸引力與懷疑主義對「購買意圖」影響之二因子變異數分析-男性 49
表4-32、擬社會關係與懷疑主義對「購買意圖」影響之二因子變異數分析-男性 50
表4-33、不同性別下研究模型之檢測結果彙表 51




一、英文文獻
Abdullahi, F. (2020). The Effects of Social Media Influencers' Advertising Disclosure on Consumer Responses on Instagram. International Journal of Contents, 16(1), 10-24.
Abidin, C. (2016). “Aren’t these just young, rich women doing vain things online?”: Influencer selfies as subversive frivolity. Social media+ society, 2(2), 2056305116641342.
Hatton, G. (2018). Micro influencers vs macro influencers. Social media today.
Abidin, C., & Ots, M. (2015). The Influencer’s dilemma: The shaping of new brand professions between credibility and commerce. In AEJMC 2015, Annual Conference, San Fransisco, CA, August 6-9.
Adaval, R., Wyer, R.S., 1998. The role of narratives in consumer information processing. J. Consum. Psychol. 7, 207–245.
Agrawal, J., Kamakura, W.A., 1995. The economic worth of celebrity endorsers: an event study analysis. J. Mark. 59 (3), 56–62.
Al-Emadi, F. A., & Yahia, I. B. (2020). Ordinary celebrities related criteria to harvest fame and influence on social media. Journal of Research in Interactive Marketing.
Alperstein, N.M., 1991. Imaginary social relationships with celebrities appearing in television commercials. J. Broadcast. Electron. Media 35 (1), 43-58.
Aragoncillo, L., Orus, C., 2018. Impulse buying behavior–An online-offline comparative and the impact of social media. Span. J. Mark. 22 (1), 42–62.
Augustine, K. 2019. 1/5th of American Consumers Have Made a Purchase Based on an Influencer. CivicScience. Retrieved August, 30, 2020.
Auter, P.J., 1992. Psychometric: TV that talks back: An experimental validation of a parasocial interaction scale. J. Broadcast. Electron. Media 36 (2), 173–181.
Bae, M. (2018). Overcoming skepticism toward cause-related marketing claims: the role of consumers’ attributions and a temporary state of skepticism. Journal of Consumer Marketing.
Baek, T. H., & King, K. W. (2011). Exploring the consequences of brand credibility in services. Journal of Services Marketing.
Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1990). Further validation of the consumer susceptibility to interpersonal influence scale. ACR North American Advances.
Belch, G. E., & Belch, M. (2011). Advertising and promotion: An integrated marketing communications perspective (9th ed.). New York, NY: McGraw-Hill, Irwin.
Boerman, S.C., Willemsen, L.M., Van Der Aa, E.P., 2017. “This Post Is Sponsored”: effects of sponsorship disclosure on persuasion knowledge and electronic word of mouth in the context of Facebook. J. Interact. Market. 38, 82–92.
Bond, B. J. (2016). Following your “Friend”: social media and the strength of adolescents’ parasocial relationships with media personae. Cyberpsychol. Behav. Soc. Netw. 19, 656–660. doi: 10.1089/cyber.2016.0355
Brown, W. J. (2015). Examining Four Processes of Audience Involvement with Media
Burt, C. D. B., & Strongman, K. (2005). Use of images in charity advertising: Improving donations and compliance rates. International Journal of Organisational Behaviour, 8 (8), 571–580.
Byrne, D. (1961). Interpersonal attraction and attitude similarity. The journal of abnormal and social psychology, 62(3), 713.
Calfee, J. E., & Ringold, D. J. (1994). The 70% majority: Enduring consumer beliefs about advertising. Journal of public policy & marketing, 13(2), 228-238.
Casalo, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of business research, 117, 510-519.
Chadwick, S. A. (2001). Communicating trust in e-commerce interactions. Management Communication Quarterly, 14(4), 653-658.
Chae, B., Li, X., & Zhu, R. (2013). Judging product effectiveness from perceived spatial proximity. Journal of Consumer Research, 40(2), 317-335.
Chen, C. P. (2016). Forming digital self and parasocial relationships on YouTube. Journal of Consumer culture, 16(1), 232-254.
Chung, S., Cho, H., 2017. Fostering parasocial relationships with celebrities on social media: implications for celebrity endorsement. Psychol. Mark. 34 (4), 481–495.
Colliander, J., & Dahlén, M. (2011). Following the fashionable friend: The power of social media: Weighing publicity effectiveness of blogs versus online magazines. Journal of advertising research, 51(1), 313-320.
Condon, J. W., & Crano, W. D. (1988). Inferred evaluation and the relation between attitude similarity and interpersonal attraction. Journal of personality and social psychology, 54(5), 789.
Crain, A. (2018). What happens when you reach a million Instagram followers. Wall Street Journal, 10.
Cutler, B. D., Thomas, E. G., & Rao, S. R. (2000). Informational/transformational advertising: Differences in usage across media types, product categories, and national cultures. Journal of International Consumer Marketing, 12(3), 69-83.
Davidson, E., & Vast, E. (2009). Tech talk: An investigation of blogging in technology innovation discourse. IEEE Transactions on Professional Communication, 52(1), 40-60.
De Veirman, M., & Hudders, L. (2020). Disclosing sponsored Instagram posts: the role of material connection with the brand and message-sidedness when disclosing covert advertising. International journal of advertising, 39(1), 94-130.
De Veirman, M., Cauberghe, V., Hudders, L., 2017. Marketing through instagram influencers: the impact of number of followers and product divergence on brand attitude. Int. J. Advert. 36, 798–828.
Debevec, K., & Kernan, J. B. (1984). More evidence on the effects of a presenter's attractiveness some cognitive, affective, and behavioral consequences. ACR North American Advances.
Dibble, J. L., Hartmann, T., & Rosaen, S. F. (2016). Parasocial interaction and parasocial relationship: Conceptual clarification and a critical assessment of measures. Human Communication Research, 42(1), 21-44.
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in human behavior, 68, 1-7.
Djafarova, E., & Trofimenko, O. (2019). ‘Instafamous’–credibility and self-presentation of micro-celebrities on social media. Information, communication & society, 22(10), 1432-1446.
Edell, J. A., & Staelin, R. (1983). The information processing of pictures in print advertisements. Journal of consumer research, 10(1), 45-61.
Elliott, R. & Wattanasuwan, K. (1998), ‘Brands as symbolic resources for the construction of identity’, International Journal of Advertising, 17(2), pp.131–144
Erdem, T., & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of consumer research, 31(1), 191-198.
Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of marketing management, 15(4), 291-314.
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in human behavior, 61, 47-55.
Escalas, J. E., & Bettman, J. R. (2017). Connecting with celebrities: how consumers appropriate celebrity meanings for a sense of belonging. Journal of Advertising, 46(2), 297-308.
Escalas, J.E., 1998. Advertising narratives: what are they and how do they work. In: Representing Consumers: Voices, Views, and Visions. Routledge & Kegan Paul, New York, pp. 267–289.
Farivar, S., Wang, F., & Yuan, Y. (2021). Opinion leadership vs. para-social relationship: Key factors in influencer marketing. Journal of Retailing and Consumer Services, 59, 102371.
Fombrun, C. (2015). Reputation. Wiley Encyclopedia of Management, 1-3.
Freberg, K., Graham, K., McGaughey, K., and Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relat. Rev. 37, 90–92. doi: 10.1016/j.pubrev.2010.11.001
Friestad, M., & Wright, P. (1994). The persuasion knowledge model: how people cope with persuasion attempts. Journal of Consumer Research, 21, 1-30.
Fu, J. R., & Chen, J. H. (2012). An investigation of factors that influence blog advertising effectiveness. International Journal of Electronic Business Management, 10(3).
Golden, L. L., & Johnson, K. A. (1983). The impact of sensory preference and thinking versus feeling appeals on advertising effectiveness. ACR North American Advances.
Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of advertising, 29(3), 43-54.
Gong, W., & Li, X. (2017). Engaging fans on microblog: the synthetic influence of parasocial interaction and source characteristics on celebrity endorsement. Psychology & Marketing, 34(7), 720-732.
Halvorsen, K. (2019). A retrospective commentary: How fashion blogs function as a marketing tool to influence consumer behavior: Evidence from Norway. Journal of Global Fashion Marketing, 10(4), 398–403.
Holbrook, M. B. (1978). Beyond attitude structure: Toward the informational determinants of attitude. Journal of marketing research, 15(4), 545-556.
Hollebeek, L. D., Clark, M. K., Andreassen, T. W., Sigurdsson, V., & Smith, D. (2020). Virtual reality through the customer journey: Framework and propositions. Journal of Retailing and Consumer Services, 55, 102056.
Horton, D., & Richard Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. psychiatry, 19(3), 215-229.
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion.
Hovland, Carl I., and Walther Weiss (1951), “The Influence of Source Credibility on Communication Effectiveness,” Public Opinion Quarterly, 15 (4), 635–50.
Hu, M., 2016. The influence of a scandal on parasocial relationship, parasocial interaction, and parasocial breakup. Psychol. Pop. Media Cult. 5, 217–231.
Huifeng, P., Ha, H. Y., & Lee, J. W. (2020). Perceived risks and restaurant visit intentions in China: Do online customer reviews matter?. Journal of Hospitality and Tourism Management, 43, 179-189.
Hwang, K., & Zhang, Q. (2018). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155-173.
Hwang, Y., & Jeong, S. H. (2016). “This is a sponsored blog post, but all opinions are my own”: The effects of sponsorship disclosure on responses to sponsored blog posts. Computers in Human Behavior, 62, 528-535.
Jaffari, S. I. A., & Hunjra, A. I. (2017). Mediating Impact of Celebrity Endorsement in Relationship of Celebrity Characteristics and Consumers Purchase Intention. Abasyn Journal of Social Sciences, 10(2)
Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567–579.
Joseph, W.B., 1982. The credibility of physically attractive communicators: a review. J. Advert. 11 (3), 15–24.
Kaikati, J. G. (1987). Celebrity advertising: A review and synthesis. International Journal of Advertising, 6(2), 93–105.
Kaufman, B. (2003). Stories that sell, stories that tell: effective storytelling can strengthen an organization's bonds with all of its stakeholders.(Communication). Journal of Business Strategy, 24(2), 11-16.
Kay, S., Mulcahy, R., & Parkinson, J. (2020). When less is more: the impact of macro and micro social media influencers’ disclosure. Journal of Marketing Management, 36(3-4), 248-278.
Keller, T. (1999). Images of the familiar: Individual differences and implicit leadership theories. The Leadership Quarterly, 10(4), 589-607.
Kemp, E. (2011). Healthy brands: establishing brand credibility, commitment and connection among consumers. Journal of Consumer Marketing.
Kergoat, M., Meyer, T., & Mérot, A. (2017). Picture-based persuasion in advertising: the impact of attractive pictures on verbal ad’s content. Journal of Consumer Marketing.
Khamis, S., Ang, L., & Welling, R. (2017). Self-branding,‘micro-celebrity’and the rise of Social Media Influencers. Celebrity Studies, 8(2), 191-208.
Khan, U., & Dhar, R. (2006). Licensing effect in consumer choice. Journal of marketing research, 43(2), 259-266.
Ki, C. ‘Chloe’, Kim, Y., 2019. The mechanism by which social media influencers persuade consumers: the role of consumers’ desire to mimic. Psychol. Market. 36, 905–922.
Ki, C., Cuevas, L.M., Chong, S.M., Lim, H., 2020. Influencer marketing: social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. J. Retailing Consum. Serv. 55, 102133.
Kim, E. (Anna), Ratneshwar, S., Thorson, E., 2017. Why narrative ads work: an integrated process explanation. J. Advert. 46, 283–296.
Kim, J., & Song, H. (2016). Celebrity's self-disclosure on Twitter and parasocial relationships: A mediating role of social presence. Computers in Human Behavior, 62, 570-577.
Klimmt, C., Hartmann, T., Schramm, H., 2006. Parasocial interactions and relationships. In: Bryant, J., Vorderer, P. (Eds.), Psychology of Entertainment. Routledge, pp. 291–313.
Kurtin, K. S., O’Brien, N., Roy, D., and Dam, L. (2018). The development of parasocial interaction relationships on YouTube. J. Soc. Media Soc. 7, 233–252.
Kusumasondjaja, S., & Tjiptono, F. (2019). Endorsement and visual complexity in food advertising on Instagram. Internet Research, 29(4), 659–687.
Lafferty, B. A., & Goldsmith, R. E. (1999). Corporate credibility’s role in consumers’ attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad. Journal of business research, 44(2), 109-116.
Lafferty, Barbara A., Ronald E. Goldsmith, and Stephen J. Newell (2002), “The Dual Credibility Model: The Influence of Corporate and Endorser Credibility on Attitudes and Purchase Intentions,” Journal of Marketing Theory and Practice, 10 (3), 1–11.
Lee, J. E., & Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760.
Lee, Younghan, and Jakeun Koo (2015), “Athlete Endorsement, Attitudes, and Purchase Intention: The Interaction Effect between Athlete Endorser-Product Congruence and Endorser Credibility,” Journal of Sport Management, 29 (5), 523–38.
Lim, X. J., Radzol, A. M., Cheah, J., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19-36.
Lin, H.C., Bruning, P.F., Swarna, H., 2018. Using online opinion leaders to promote the hedonic and utilitarian value of products and services. Bus. Horiz. 61, 431–442.
Linnér, E., Taha, S., & Carlsson, J. (2018). What Characterizes an Influential Instagram Fashion Influencer?: A Descriptive Research.
Lou, C., & Kim, H. K. (2019). Fancying the new rich and famous? Explicating the roles of influencer content, credibility, and parental mediation in adolescents’ parasocial relationship, materialism, and purchase intentions. Frontiers in Psychology, 2567.
Lou, C., & Yuan, S. (2019). Influencer marketing: how message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73.
Loureiro, S., Costa, I. & Panchapakesan, P. (2017), ‘A passion for fashion: the impact of social influence, vanity and exhibitionism on consumer behaviour’, International Journal of Retail & Distribution Management, 45 (5), pp. 468-484
Macias, M. G. (2018). Instagram as a mirror: A study on how identification based on homophily impacts follower’s purchase intention on Instagram. Unpublished Master’s Thesis. University of Boras.
Mallipeddi, R. R., Kumar, S., Sriskandarajah, C., & Zhu, Y. (2021). A framework for analyzing influencer marketing in social networks: selection and scheduling of influencers. Management Science.
Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246.
McCormick, K., 2016. Celebrity endorsements: influence of a product-endorser match on Millennials attitudes and purchase intentions. J. Retailing Consum. Serv. 32, 39–45.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research, 16(3), 310-321.
McGuire, W. J. (1989). The structure of individual attitudes and attitude systems. Attitude structure and function, 37-69.  
Miller, G. R., & Baseheart, J. (1969). Source trustworthiness, opinionated statements, and response to persuasive communication.
Nedra, B.A., Hadhri, W., Mezrani, M., 2019. Determinants of customers’ intentions to use hedonic networks: the case of Instagram. J. Retailing Consum. Serv. 46, 21–32.
Nelson, D.W., Moore, M.M., Swanson, K.K., 2019. Fashion and social networking–A motivations framework. Journal of Fashion Marketing and Management. 23 (4), 608–627.
Nissenbaum, H. (1999). Can trust be secured online? A theoretical perspective.
Nunnally, J. C. (1978). Psychometric Theory 2nd edition (New York: McGraw).
Obermiller, C., & Spangenberg, E. R. (1998). Development of a scale to measure consumer skepticism toward advertising. Journal of consumer psychology, 7(2), 159-186.
Obermiller, C., Spangenberg, E., & MacLachlan, D. L. (2005). Ad skepticism: The consequences of disbelief. Journal of advertising, 34(3), 7-17.
Ohanian, Roobina (1990), “Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness,” Journal of Advertising, 19 (3), 39–52.
Page Winterich, K., Gangwar, M. & Grewal, R. (2018), ‘When Celebrities Count: Power Distance Beliefs and Celebrity Endorsements’, Journal Of Marketing, 82, 3, pp. 70-86.
Park, D. H., & Kim, S. (2008). The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews. Electronic commerce research and applications, 7(4), 399-410.
Parsons, T., 1963. On the concept of influence. Public Opin. Q. 27 (1), 37–62. Patzer, G.L., 1983. Source credibility as a function of communicator physical attractiveness. J. Bus. Res. 11 (2), 229–241.
Paul, J., & Bhakar, S. (2018). Does celebrity image congruence influences brand attitude and purchase intention?. Journal of Promotion Management, 24(2), 153-177.
Polyorat, K., Alden, D.L., Kim, E.S., 2007. Impact of narrative versus factual print ad copy on product evaluation: the mediating role of ad message involvement. Psychol. Market. 24, 539–554.
POOR, Morgan; DUHACHEK, Adam; KRISHNAN, H. Shanker. How images of other consumers influence subsequent taste perceptions. Journal of Marketing, 2013, 77.6: 124-139.
Porteous, J. (2018). Micro influencers vs macro influencers, what’s best for your business. Acedido a, 5.
Rai, S. K., & Sharma, A. K. (2013). Celebrity attributes and influence on consumer behaviour– A study of Sekhawati Region of Rajasthan. Pacific Business Review International, 5(11), 57–64.
Reichelt, J., Sievert, J., & Jacob, F. (2014). How credibility affects eWOM reading: The influences of expertise, trustworthiness, and similarity on utilitarian and social functions. Journal of Marketing Communications, 20(1-2), 65-81.
Reimer, T., & Benkenstein, M. (2016). When good WOM hurts and bad WOM gains: The effect of untrustworthy online reviews. Journal of Business Research, 69(12), 5993-6001.
Reingen, P. H., & Kernan, J. B. (1993). Social perception and interpersonal influence: Some consequences of the physical attractiveness stereotype in a personal selling setting. Journal of Consumer Psychology, 2(1), 25-38.
Reinikainen, H., Munnukka, J., Maity, D., & Luoma-aho, V. (2020). ‘You really are a great big sister’–parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of marketing management, 36(3-4), 279-298.
Rossiter, J. R., & Percy, L. (1987). Advertising and promotion management. McGraw-Hill Book Company.
Rubin, A. M., & Perse, E. M. (1987). Audience activity and soap opera involvement a uses and effects investigation. Human communication research, 14(2), 246-268.
Schlosser, A. E., White, T. B., & Lloyd, S. M. (2006). Converting web site visitors into buyers: how web site investment increases consumer trusting beliefs and online purchase intentions. Journal of marketing, 70(2), 133-148.
Schomer, A. (2019). Influencer marketing: State of the social media influencer market in 2020. Business Insider, 18.
Schouten, A. P., Janssen, L., & Verspaget, M. (2019). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and product–endorser fit. International Journal of Advertising, 1–24.
Schouten, A.P., Janssen, L., Verspaget, M., 2020. Celebrity vs. influencer endorsements in advertising: the role of identification, credibility, and product-endorser fit. Int. J. Advert. 39 (2), 258–281.
Senft, T. M. (2013). Microcelebrity and the branded self. A companion to new media dynamics, 11, 346-354.
Shao, P., Chen, H., 2019. Driving factors for opinion diffusion behavior in consumers on online social networks: a study of network characteristics. IEEE Access 7.
Shin, E., & Lee, J. E. (2021). What makes consumers purchase apparel products through social shopping services that social media fashion influencers have worn?. Journal of Business Research, 132, 416-428.
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of retailing and consumer services, 53, 101742.
Spears, N. & Singh, S. (2012), ‘Measuring attitudes toward the brand and purchase intentions’, Journal of current Issues & research in advertising, 26(2) pp.53-66.
Stephens, D.L., Hill, R.P., Bergman, K., 1996. Enhancing the consumer-product relationship: lessons from the QVC home shopping channel. J. Bus. Res. 37 (3), 193–200.
Till, B.D., Busler, M., 2000. The match-up hypothesis: physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. J. Advert. 29 (3), 1–13.
Tzoumaka, E., Tsiotsou, R. & Siomkos, G. (2014), ‘Delineating the role of endorser’s perceived qualities and consumer characteristics on celebrity endorsement effectiveness’, Journal of Marketing Communications, pp.1–20.
Uribe, R., Buzeta, C., & Velásquez, M. (2016). Sidedness, commercial intent and expertise in blog advertising. Journal of Business Research, 69(10), 4403- 4410.
Van der Waldt, D. L. R., Van Loggerenberg, M., & Wehmeyer, L. (2009). Celebrity endorsements versus created spokespersons in advertising: a survey among students. South African Journal of Economic and Management Sciences, 12(1), 100-114.
Westerman, D., Spence, P. R., & Van Der Heide, B. (2012). A social network as information: The effect of system generated reports of connectedness on credibility on Twitter. Computers in Human Behavior, 28(1), 199-206.
Wilcox, K., & Stephen, A. T. (2013). Are close friends the enemy? Online social networks, self-esteem, and self-control. Journal of Consumer research, 40(1), 90-103.
Woodroof, P. J., Howie, K. M., Syrdal, H. A., & VanMeter, R. (2020). What’s done in the dark will be brought to the light: effects of influencer transparency on product efficacy and purchase intentions. Journal of Product & Brand Management.
Wu, C., Sundiman, D., Kao, S. C., & Chen, C. H. (2018). Emotion induction in click intention of picture advertisement: a field examination. Journal of Internet Commerce, 17(4), 356-382.
Xiao, M.,, Wang, R., & Chan-Olmsted, S. (2018). Factors affecting You Tube influencer marketing credibility: a heuristic-systematic model. Journal of Media Business Studies, 15(3), 188-213.
Yang, K., Kim, H. M., & Tanoff, L. (2020). Signaling trust: Cues from Instagram posts. Electronic Commerce Research and Applications, 43, 100998.
Zebregs, S., van den Putte, B., Neijens, P., de Graaf, A., 2015. The differential impact of statistical and narrative evidence on beliefs, attitude, and intention: a meta-analysis. Health Commun. 30, 282–289.
二、中文文獻
陳映羽、吳宣融。(2017)。代言人可信度對消費者品牌認同之影響,管理資訊計算, 6,93-103。
曾純煊。(2021)。網紅關注誘因與廣告創意程度對消費者行為意圖之影響: 以懷疑人格為調節變數。
曾濬楓。(2017)。素人影音創作關鍵成功因素之研究。中山大學企業管理學系研究所學位論文,1-69。
黃奕勳、林婷鈴。(2018)。如何選取網紅代言人評估之研究—以化妝品廠商為例。毛嘉莉(主持人),國際貿易與國際企業經營。第十二屆國際貿易與企業經營學術研討會,致理科技大學。
三、網路文獻
Insider Intelligence(2020)。Global Instagram Users 2020,The Pandemic Propels Worldwide User Base to 1.00 Billion for the First Time。2020-12-08,取自:https://www.emarketer.com/content/global-instagram-users-2020
Insider Intelligence(2020)。Social Networks See Boosts in Engagement Among Users, but Not Equally。2020-05-19,取自:https://www.emarketer.com/content/social-networks-see-boosts-in-engagement-among-users-but-not-equally
Mediakix(2021)。Influencer tiers for the influence marketing industry。2021。取自https://mediakix.com/influencer-marketing-resources/influencer-tiers/
OMNICORE(2022)。Instagram by the Numbers: Stats, Demographics & Fun Facts。2022-01-04,取自:https://www.omnicoreagency.com/instagram-statistics/
SocialMediaToday(2021)。21 Instagram Facts for 2021。2021-02-14,取自:https://www.socialmediatoday.com/news/21-instagram-facts-for-2021-infographic/595049/
Hatton, G. (2018).。Micro influencers vs macro influencers。2018-02-03,取自:https://www.socialmediatoday.com/news/micro-influencers-vs-macro-influencers/516896/

QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關期刊