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研究生:陳羿蓓
研究生(外文):CHEN, YI-PEI
論文名稱:對社群媒體忠誠還是對直播主忠誠 ?
論文名稱(外文):Loyalty to social media or to streamers?
指導教授:吳師豪吳師豪引用關係
指導教授(外文):WU, SHIH-HAO
口試委員:蔡靜宜黃吉村
口試委員(外文):TSAI, CHING-YIHUANG, CHI-TSUN
口試日期:2022-06-27
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:87
中文關鍵詞:社群媒體直播主代理理論月暈效應信任忠誠
外文關鍵詞:Social MediaStreamersAgency TheoryHalo EffectTrustLoyalty
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隨著社群媒體蓬勃發展,社群媒體的多功能性成為消費者生活依賴的重要工具,社群媒體的普及化已成為當前趨勢。此外,直播市場近年來的發展也逐漸受到關注,直播主藉由與消費者即時互動銷售產品,提升購物過程中的參與感。而社群媒體為大部分直播主所選之直播平台,兩者的結合就成為本研究主要探討之對象。本研究以代理理論及月暈效應作為理論架構,以顧客知覺價值與品牌聲譽為前置因子,探討影響顧客對於社群媒體及直播主的忠誠,以及顧客對社群媒體與直播主的信任和忠誠之間的互動關係。
本研究採取網路調查法,以曾觀看直播社群媒體並進行購物者作為研究對象,透過網路發放問卷,共取得288份有效問卷,以Smart PLS 3.0驗證研究之假設關係。研究發現:(1)顧客知覺價值中的功利價值與社群媒體信任呈正向顯著關係,但享樂價值和社會價值卻不顯著;品牌聲譽與社群媒體信任同樣呈正向顯著關係,且影響效果較功利價值大。(2)直播主信任需透過直播主忠誠,才能驅動社群媒體忠誠。(3)對於整體受訪者而言,影響社群媒體忠誠的最大因子為社群媒體信任,其次為直播主忠誠;而影響直播主忠誠的最大因子為直播主信任。本研究據此提出理論與實務意涵。
With the vigorous development of social media, the versatility of social media has become an important tool that consumers rely on in their lives, and its popularization of it has also become a current trend. In addition, the development of the live streaming market has gradually attracted attention in recent years. Streamers sell products through real-time interaction with consumers to enhance the sense of participation in the shopping experience. Actually, social media is the live streaming platform chosen by most streamers. The combination of this two has become the main object of the research. This study uses agency theory and the halo effect as the theoretical frame, customer perceived value, and reputation as the antecedents to explore the influence of consumer loyalty to social media and streamers then discusses the interaction between customer trust and customer loyalty to social media and streamers.
A total of 288 valid questionnaires were collected through the Internet, and the hypothesis was verified by Smart PLS 3.0. The results indicated that (1) Utilitarian Value has a positive and significant relationship with Social Media Trust, but Hedonic Value and Social Value have no significant relationships with Social Media Trust. Reputation and Social Media Trust also have a positive and significant relationship, and the effect is much stronger than Utilitarian Value. (2) Streamers' Trust can only affect Social Media Loyalty through Streamers' Loyalty. (3) For the overall respondents, the main factor affecting Social Media Loyalty is Social Media Trust, followed by Streamers' Loyalty; then, the main factor affecting Streamers' Loyalty is Streamers' Trust. Based on this research proposes theoretical and practical implications.
中文摘要 ........................................................... i
Abstract ......................................................... ii
誌謝 .............................................................. iii
目錄 .............................................................. iv
表目錄 ............................................................ vi
圖目錄 ........................................................... 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 ................................................................................................... 5
第三節 研究範圍 ................................................................................................... 5
第四節 研究流程 ................................................................................................... 8
第貳章 文獻探討 ................................................... 9
第一節 建構實證模型之理論觀點 ....................................................................... 9
第二節 各構念文獻探討 ..................................................................................... 10
第三節 各構念之實證關係 ................................................................................. 18
第參章 研究方法 .................................................. 24
第一節 研究架構 ................................................................................................. 24
第二節 研究變數的定義與衡量 ......................................................................... 25
第三節 研究對象與資料蒐集方式 ..................................................................... 30
第四節 問卷設計與前測 ..................................................................................... 30
第五節 資料分析方法 ......................................................................................... 33
第肆章 研究分析與討論 ............................................ 34
第一節 樣本輪廓描述 ......................................................................................... 34
第二節 各構念描述性統計分析 ......................................................................... 39
第三節 實證模式估計 ......................................................................................... 40
第四節 品牌熟悉度的干擾效果 ......................................................................... 51
第五節 實證結果之討論 ..................................................................................... 51
第伍章 結論與建議 ................................................ 55
第一節 研究發現 ................................................................................................. 55
第二節 理論與實務意涵 ..................................................................................... 56
第三節 研究限制與未來研究方向 ..................................................................... 60
參考文獻 ......................................................... 63
附錄一、研究問卷 ................................................. 74
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