臺灣博碩士論文加值系統

因應社群網路的興起，消費者對於品牌的認識以及購買決策不再侷限於參考品牌廣告，消費者所關注或信任的意見領袖，也會對消費者購買意願產生一定的影響力。本研究以大尺碼穿搭意見領袖的來源可信度及社會臨場感作為研究標的，探討小眾市場消費者是否同樣會受意見領袖的資訊來源以及所感受到的社會臨場感影響，從而對意見領袖及其所推薦的品牌產生信任感?因此而形成的信任是否又會影響品牌忠誠及品牌依附?同時，本研究也將一併檢視意見領袖信任及品牌信任的中介效果。
本研究以關注大尺碼穿搭意見領袖的消費者作為研究對象，藉由網路問卷調查法，搜集695位消費者的意見資料，進行結構方程模式分析。研究結果發現消費者對於品牌的忠誠度及依附程度，需藉由品牌信任的中介，才會形成品牌忠誠與品牌依附。
本研究綜合研究結果提出管理及理論意涵，並對後續研究者提出建議與未來研究方向。

Because of the rise of social networks, consumers' knowledge of purchasing decisions and brands is no longer limited to referring to brand advertisements. The key opinion leaders followed or trusted by consumers also have a certain influence on consumers' purchasing intentions. This study uses the source credibility and social presence of plus-size fashion opinion leaders as the research objectives, and explores whether consumers will be more concerned about the opinion leaders and their recommended brands because of the information sources of the opinion leaders and the sense of social presence they feel Generate a sense of trust, and whether the formed trust will positively affect brand loyalty and brand attachment, and test the mediating effect of opinion leader trust and brand trust.
In this study, consumers who are concerned about the opinion leaders of plus-size fashion are taken as the research object, and the sample data of 695 consumers are collected by means of an online questionnaire survey, and the structural equation model is analyzed. The results of the study found that consumers' loyalty and attachment to a brand need to be mediated by brand trust to form brand loyalty and brand attachment.
This study comprehensively presents the management and theoretical implications of the findings and makes recommendations and future research directions for subsequent researchers.

致謝I
AbstractII
目次III
表次IV
圖次V
第一章 前言
第一節 研究背景與動機1
第二節 研究範圍 2
第三節 研究目的 2
第四節 研究流程 2
第二章 文獻探討與假設4
第一節 來源可信度4
第二節 社會臨場感5
第三節 意見領袖的信任6
第四節 品牌信任 7
第五節 品牌忠誠 7
第六節 品牌依附 8
第七節 研究假設 8
第三章 研究方法 12
第一節 研究設計 12
第二節 問卷設計 13
第三節 資料分析方法13
第四章 研究結果實證19
第一節 樣本之基本資料描述19
第二節 測量模型 24
第三節 結構模型分析28
第四節 競爭模型分析比較31
第五節 中介效果檢定33
第五章 研究結論、管理意涵、研究限制與未來建議35
第一節 研究結論 35
第二節 管理意涵 35
第三節 研究限制及未來發展建議36
參考文獻 37
附錄 42

一、中文文獻
1.吳明隆（2009），《SPSS操作與應用：問卷統計分析實務》（二版）。臺北市：五南。
2.胡修齊（2018），《購買運動用品是因為品牌依附，還是代言人依附？》，國立東海大學企業管理學系碩士論文，未出版。
3.徐茂洲、葉明如（2012年12月），鳳山體育館SBL超級籃球聯賽男女現場觀眾觀賞行為意圖模式之恆等性檢定，運動休閒管理學報，第九卷，第二期，1-21。
4.陳純德、陳美如（2014年9月），部落客意見領袖信摁轉移影響之研究：推敲可能性模式觀點，電子商務學報，第十六卷，第三期，247-275。
5.陳儀蓉、黃芳銘（2006），組織公民行為量表在男女員工群體上之測驗恆等性檢定，測驗學刊，第五十三卷，第二期，297-325。
6.張瑞芬（2014），《探討慣性對社會臨場感、任務科技適配度及學生持續使用遠距教學之意圖的影響》，國立中山大學資訊管理學系碩士論文，未出版。
7.黃映晨（2016），《代言人可信度及品牌信任影響購買意願之研究》，國立屏東大學行銷與流通管理學系碩士論文，未出版。
8.鄭伊真（2012），《品牌態度與品牌反應之關係：品牌情緒依附之中介角色》，中國文化大學國際貿易學系碩士論文，未出版。
9.蔡佩諭（2016），《意見領袖的信任影響消費者購買意圖及品牌口碑之研究-以美妝部落格為例》。淡江大學管理科學學系碩士班學位論文，未出版。

二、英文文獻
1.Alhulail, H., Dick, M., & Abareshi, A. (2018). The influence of social presence and trust on customers’ loyalty to social commerce websites. International Conference of Reliable Information and Communication Technology,

2.Argyris, Y. A., Muqaddam, A., & Miller, S. (2021). The effects of the visual presentation of an Influencer's Extroversion on perceived credibility and purchase intentions—moderated by personality matching with the audience. Journal of Retailing and Consumer Services, 59, 102347.

3.Bagozzi, R. P., Yi, Y., (1998). “On the evaluation of structural equation models.”, Journal of the academy of marketing science, 16(1), 74-94.

4.Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Building influencers' credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer. Journal of Retailing and Consumer Services, 61, 102585.

5.Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.

6.Churchill, G. A. and Peter, J. P. (1987). “Research Design Effect on Reliability of Rating Scale: A Meta-Analysis.”, Journal of marketing research, 21(4), 360-375.

7.Cosenza, T. R., Solomon, M. R., & Kwon, W. s. (2015). Credibility in the blogosphere: A study of measurement and influence of wine blogs as an information source. Journal of consumer behaviour, 14(2), 71-91.

8.Cyr, D., Hassanein, K., Head, M., & Ivanov, A. (2007). The role of social presence in establishing loyalty in e-service environments. Interacting with computers, 19(1), 43-56.

9.De Wulf, K., Odekerken-Schröder, G., & Iacobucci, D. (2001). Investments in consumer relationships: A cross-country and cross-industry exploration. Journal of marketing, 65(4), 33-50.

10.Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113.

11.Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer–seller relationships. Journal of marketing, 61(2), 35-51.

12.Dwivedi, A., & Johnson, L. W. (2013). Trust–commitment as a mediator of the celebrity endorser–brand equity relationship in a service context. Australasian Marketing Journal, 21(1), 36-42.

13.Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of marketing management, 15(4), 291-314.

14.Fornell, C., and Larcker, D. F. (1981). “Evaluating structural equation models with unobservable variables and measurement error.”, Journal of Marketing Research, 18(1), 39-50.

15.Friedman, H. H., & Friedman, I. C. (1976). Whom do students trust?. Journal of Communication, 26(2), 48-49.

16.Gefen, D., & Straub, D. (2003). Managing user trust in B2C e-services. e-Service, 2(2), 7-24.

17.Habibi, M. R., Laroche, M., & Richard, M. O. (2014). The roles of brand community and community engagement in building brand trust on social media. Computers in human behavior, 37, 152-161.

18.Hair Jr, J. F., Babin, B. J., & Anderson, R. E. (2010). A global p-erspect-ivie. Kennesaw: Kennesaw State University.

19.Hajli, N. (2015). Social commerce constructs and consumer's intention to buy. International journal of information management, 35(2), 183-191.

20.Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public opinion quarterly, 15(4), 635-650.

21.Jöreskog, K. G., & Sörbom, D. (1993). LISREL 8: Structural equation modeling with the SIMPLIS command language. Scientific software international.

22.Johnson, D., & Grayson, K. (2005). Cognitive and affective trust in service relationships. Journal of Business Research, 58(4), 500-507.

23.Joseph, W. B. (1982). The credibility of physically attractive communicators: A review. Journal of Advertising, 11(3), 15-24.

24.Ki, C. W. C., & Kim, Y. K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychology & Marketing, 36(10), 905-922.

25.Kline, R. B. (2005). Principles and practice of structural equation modeling (2nd ed.). New York: Guilford.

26.Kumar, N., & Benbasat, I. (2002). Para-social presence: A re-conceptualization of'social presence'to capture the relationship between a web site and her visitors. Proceedings of the 35th annual Hawaii international conference on system sciences,

27.Lam, S. Y., & Shankar, V. (2014). Asymmetries in the effects of drivers of brand loyalty between early and late adopters and across technology generations. Journal of Interactive Marketing, 28(1), 26-42.

28.Lee, D., Moon, J., Kim, Y. J., & Mun, Y. Y. (2015). Antecedents and consequences of mobile phone usability: Linking simplicity and interactivity to satisfaction, trust, and brand loyalty. Information & Management, 52(3), 295-304.

29.Loureiro, S. M. C., Ruediger, K. H., & Demetris, V. (2012). Brand emotional connection and loyalty. Journal of Brand Management, 20(1), 13-27.

30.Lu, B., Fan, W., & Zhou, M. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in human behavior, 56, 225-237.

31.McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research, 16(3), 310-321.

32.Mikalef, P., Giannakos, M. N., & Pappas, I. O. (2017). Designing social commerce platforms based on consumers’ intentions. Behaviour & Information Technology, 36(12), 1308-1327.

33.Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 58(3), 20-38.

34.Nafees, L., Cook, C. M., Nikolov, A. N., & Stoddard, J. E. (2021). Can social media influencer (SMI) power influence consumer brand attitudes? The mediating role of perceived SMI credibility. Digital Business, 1(2), 100008.

35.Nunnally, J. C., (1978). Psychometric theory. NP: McGraw-Hill.

36.Ohanian, Roobina 1990, Construction and validation of a Scale to Measure Celebrity Endorser’s Perceived Expertise, Trustworthiness and Attractiveness, Journal of Advertising, 19(3), 39-52.

37.Reichheld, F. F., & Schefter, P. (2000). E-loyalty: your secret weapon on the web. Harvard Business Review, 78(4), 105-113.

38.Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258-281.

39.Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53-66.

40.Spry, A., Pappu, R., & Cornwell, T. B. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing.

41.Sung, Y., & Kim, J. (2010). Effects of brand personality on brand trust and brand affect. Psychology & Marketing, 27(7), 639-661.

42.Thakur, R., Angriawan, A., & Summey, J. H. (2016). Technological opinion leadership: The role of personal innovativeness, gadget love, and technological innovativeness. Journal of Business Research, 69(8), 2764-2773.

43.Thomson, M., MacInnis, D. J., & Whan Park, C. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of consumer psychology, 15(1), 77-91.
三、網路參考文獻

44.DIGITAL 2022: TAIWAN. (2022). 線上檢索日期：2022年7月10日 https://datareportal.com/reports/digital-2022-taiwan