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研究生:林佩儀
研究生(外文):Lin, Payyi
論文名稱:YouTuber如何影響觀看者資訊採用意願?-多元理論觀點之模型
論文名稱(外文):How does YouTuber influence viewers’ willingness to adopt information?-Establish a model through multiple theoretical viewpoints
指導教授:謝錦堂謝錦堂引用關係蔡顯童蔡顯童引用關係
指導教授(外文):Hsieh, Chin-TangTsai, Hsien-Tung
口試委員:謝錦堂蔡顯童吳政衛林婷鈴洪秀瑜張嘉雯鄭啟均
口試委員(外文):Hsieh, Chin-TangTsai, Hsien-TungWu, Cheng-WeiLin, Ting-LingHung, Hsiu-YuChang, Chia-WenCheng, Chi-Jyun
口試日期:2022-03-07
學位類別:博士
校院名稱:國立臺北大學
系所名稱:企業管理學系
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:2022
畢業學年度:110
語文別:中文
論文頁數:234
中文關鍵詞:YouTuber推敲可能性模型社會影響社會認同創新行為趨同行為資訊採用意願
外文關鍵詞:YouTuberElaboration Likelihood Model ELMSocial InfluencesSocial IdentityInnovativenessFlock behaviorAdoption Intentions
IG URL:payyilin
Facebook:Payyi Lin
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本研究整合多元理論探討YouTuber與觀看者之間的互動關係,具體而言,以「推敲可能性模型(Elaboration Likelihood Model, ELM)」、「社會影響理論(Social Influence Model)」與「社會認同理論(Social Identity Theory, SIT)」,建構YouTuber如何影響觀看者的資訊採用決策模型。本研究採用非隨機準實驗設計法(Quasi-Experiment Method)進行多元實證資料蒐集,以偏最小平方結構方程模型進行分析與假說驗證。透過620位曾使用社群媒體或YouTube的樣本分析結果顯示:YouTuber的「可信賴性(Trustworthiness)」、「專業性(Expertise)」與「相似性(Similarity)」,內容的「創新性(Innovativeness)」、「豐富性(Richness)」與「關鍵多數(Critical Mass)」會透過「來源吸引力(Source Attractiveness)」與「資訊可信度(Information Credibility)」中介機制進一步影響觀看者的資訊採用意願(Adoption Intention),涉及了「順從(Compliance)-關鍵多數」、「認同(Identification)-來源吸引力」與「內化(Internalization)-資訊可信度」三個社會影響過程。此外,本研究深化過去學理,發現YouTuber與觀看者間的「相似性」及內容的「創新性」,對於「來源吸引力」與「資訊可信度」的影響關係呈現非線性的現象。最後,本研究也延伸過去資訊採用決策的學理,發現YouTuber的「性別」與「年齡」會促進「YouTuber屬性特徵」對「來源吸引力」與「資訊可信度」之影響,觀看者的「性別」會促進「來源吸引力」與對「資訊採用意願」之影響;除了深化過去行銷傳播與社群媒體的文獻之外,也提供行銷經理人擬定行銷推廣方案之具體建議。
This study integrated multiple theories to explore the interactive relationship between YouTuber and viewers. Specifically used the theories of “Elaboration Likelihood Model(ELM)”, “Social inference model(SIM)” and “Social Identity Theory(SIT)” to propose a test model by conceptualizing how YouTuber influences consumer information decision behavior. This study used quasi-experiment method to collect multivariate data and structural equation model for analysis; the results showed that YouTuber's attributes(trustworthiness, expertise, similarity, innovativeness, richness and critical mass)affect viewers’ information adoption intentions through dual mediator(source attractiveness and information credibility)of the viewers’ attitudes. In addition, this study reinforced the past discovery of nonlinear U-sharp effect between “similarities of YouTubers and viewers”, “YouTuber's innovativeness” and “viewers’ attitudes”. Moreover, this study extended the research of information adoption decision-making and found that YouTuber's gender and age moderates the relationship between YouTuber's attributes and viewers’ attitudes, and viewers’ gender moderates the relationship between source attractiveness and information adoption intentions. Hopefully the result of this study can make positive contributions to later researches in marketing communication and social media, and also provides specific suggestions for marketing managers to formulate marketing promotion plans.
謝 詞 I
ABSTRACT IV
目 錄 V
圖 次 VII
表 次 VIII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 4
第四節 章節架構 5
第二章 文獻探討 7
第一節 YouTube與YouTuber之發展和影響 7
第二節 社會影響理論 16
第三節 說服理論 22
第四節 認同理論 35
第五節 創新理論 43
第六節 傳播理論 52
第七節 其他相關理論 56
第三章 研究設計 63
第一節 研究架構 63
第二節 研究假說 64
第三節 構念與構面的衡量 76
第四節 問卷設計與前測 82
第五節 研究對象與資料蒐集 87
第六節 研究分析方法 91
第四章 實證分析 93
第一節 敘述性統計分析 93
第二節 測量模型評估 101
第三節 結構模型評估 106
第四節 干擾效果檢驗 113
第五章 結論與建議 121
第一節 結論 121
第二節 學術意涵 125
第三節 管理意涵 127
第四節 研究限制與未來研究建議 131
參考文獻 137
附錄 實測問卷 195
著作權聲明 235


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