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研究生:銀麗飛
研究生(外文):INTHAVONG PHALATDA
論文名稱:整形的網紅如何影響消費意願?以理想自我一致性為中介變數及以產品類別為調節變數
論文名稱(外文):HOW DO SOCIAL MEDIA INFLUENCERS BODY ENHANCEMENT INFLUENCE PURCHASE INTENTION? THE MEDIATING ROLE OF IDEAL SELF-CONGRUITY AND THE MODERATING ROLE OF PRODUCT CATEGORIES
指導教授:郭亞慧
指導教授(外文):Kuo, Ya-Hui
口試委員:曾瓊慧史習安
口試委員(外文):Tseng, Chiung-HuiShih, Hsi-An
口試日期:2023-07-20
學位類別:碩士
校院名稱:國立成功大學
系所名稱:國際企業研究所
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:2023
畢業學年度:111
語文別:英文
論文頁數:58
外文關鍵詞:Body EnhancementCosmetic SurgeryIdeal Self-CongruityPurchase IntentionProduct Categories
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In today's digital age, social media platforms have become prominent channels for marketing and product promotion. Social media influencers, with their large followings and persuasive abilities, have gained significant influence over consumers' purchase decisions. This study aims to investigate the impact of social media influencers' body enhancement on consumers' purchase intention, considering the mediating role of ideal self-congruity and the moderating role of product categories.
To achieve the research objectives, the conceptual framework was developed, highlighting the relationships among social media influencers' body enhancement, ideal self-congruity, and purchase intention. The moderating role of product categories in this relationship was also incorporated into the model.
After conducting the survey in Laos, 133 respondents successful contribute to the survey. The study found that SMI body enhancement has a negative effect on purchase intention. Surprisingly, there were no mediating effects from ideal self-congruity found in this study and hedonic did not have a higher-level impact on body enhancement and purchase intention.
The research findings contribute to the existing literature on social media marketing, body image, and consumer behavior. The study provides valuable insights for marketers and advertisers in developing effective strategies for leveraging social media influencers and understanding the nuanced effects of body enhancement on purchase intention. By considering the mediating role of ideal self-congruity and the moderating role of product categories, marketers can tailor their influencer marketing campaigns to specific target audiences and product categories, thereby maximizing the impact on consumers' purchase intention.
ABSTRACT I
ACKNOWLEDGEMENT II
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER ONE 1
INTRODUCTION 1
1.1 Background of the Study 1
1.2 Research Gap 2
1.3 Research Objectiveness 3
CHAPTER TWO 5
LITERATURE REVIEW 5
2.1 Body Enhancement (BE) 5
2.2 Self-Congruity (SC) 8
2.3 Product Categories (PC) 11
2.4 Hypothesis Development 14
2.4.1 SMIs Body Enhancement and Purchase Intention 14
2.4.2 Mediating Role of Ideal Self-congruity 14
2.4.3 Moderating Effect of Product Categories 15
2.5 Conceptual Framework 16
CHAPTER THREE 18
RESEARCH DESIGN AND METHODOLOGY 18
3.1 Research Design 18
3.2 Measurement 19
3.2.1 Ideal Self-Congruity 19
3.2.2 Purchase Intention 20
3.2.3 Product Categories 20
3.2.4 Control Variables 23
3.3 Sample and Data Collection 24
CHAPTER FOUR 27
RESULTS 27
4.1 Manipulation Check 27
4.2 Hypothesis Testing: ANOVA and Process Macro 27
4.2.1 Two-way ANOVA on Ideal Self-Congruity 28
4.2.2 Three-way ANOVA on Purchase Intention 28
4.2.3 Process Macro Model 4: Result 29
4.2.4 Process Macro Model 5: Result 31
CHAPTER FIVE 34
CONCLUSION AND SUGGESTIONS 34
5.1 General Discussion 34
5.2 Theory Contributions 36
5.3 Managerial Implications 37
5.4 Limitations and Future Research Suggestions 38
REFERENCES 40
APPENDIX 50
Appendix 1: Survey version 1 50
Appendix 2: Survey version 2 51
Appendix 3: Survey version 3 52
Appendix 4: Survey version 4 53
Appendix 5: Survey questions 54
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