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研究生:文品堯
研究生(外文):Wen, Ping-Yao
論文名稱:難以抵擋的業配:論贊助透明度、參照對象 及網紅真實感對心理抗拒之影響
論文名稱(外文):Exploring the effects of sponsor transparency, reference point, and influencer authenticity on reducing social media users’ psychological reactance
指導教授:吳泰毅
指導教授(外文):Wu, Tai-Yee
口試委員:林慧斐陳延昇吳泰毅
口試委員(外文):Lin, Hui-FeiChen, Yen-ShenWu, Tai-Yee
口試日期:2022-11-24
學位類別:碩士
校院名稱:國立陽明交通大學
系所名稱:傳播研究所
學門:傳播學門
學類:一般大眾傳播學類
論文種類:學術論文
論文出版年:2022
畢業學年度:111
語文別:中文
論文頁數:107
中文關鍵詞:心理抗拒理論贊助透明度參照對象網紅真實感廣告迴避行為意圖保健食品
外文關鍵詞:Psychological reactance theorysponsor transparencyreference pointsocial media influencer authenticityad avoidanceprobiotic supplements
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本研究以心理抗拒理論為核心,探討社群媒體使用者如何看待網紅所刊登的贊助性貼文;具體而言,貼文內容中贊助透明度高低、訊息提及的參照對象差異,以及網紅真實感的程度等,是否會影響臉書使用者對貼文的心理抗拒程度。研究採用2(贊助透明度高 vs. 贊助透明度低)x 2(自我參照 vs. 他人參照)的線上實驗設計(有效樣本N = 505),結果發現,相較於贊助透明度低的貼文,贊助透明度高的貼文對受試者會造成較低的自由威脅感、廣告迴避行為意圖,不過差異皆未達顯著。而受試者觀看到自我參照的貼文情境時,其產生的自由威脅感、廣告迴避行為意圖都相較於看到他人參照的貼文而言來得低,但差異也不明顯。然而,網紅真實感能有效降低消費者的自由威脅感,並對參照對象與自由威脅感的關聯性有顯著的調節效果;意即將網紅真實感分為低、中、高三組來看,當受試者認定該網紅真實感較高,且觀看到自我參照組情境的貼文時,他們的自由威脅感相較於看到他人參照組的受試者而言顯著得低。同樣地,網紅真實感雖然對廣告迴避行為意圖的直接效果有限,但探究整體模型的中介調節效果可知,當受試者主觀認為網紅真實感較高,自我參照的貼文能降低自由威脅感、負面認知與情緒,進而降低廣告迴避行為意圖。本研究透過網紅行銷與心理抗拒理論,不僅證實了網紅真實感能對降低消費者心理抗拒,同時也反映出網紅運用自我參照的敘述模式對消費者而言是比較有效的行銷策略。研究建議網紅在貼文內容中能將商品的使用心得加上更多自身生活、親身經歷的描述,引發消費者產生更多的共鳴;而品牌商也可給予網紅更多發揮空間,帶出與產品的連結,加深消費者印象。
This study applies psychological reactance theory to the context of social media influencer marketing. Specifically, it explores whether sponsor transparency and reference point addressed in a social media influencer’s post as well as viewers’ perceived influencer authenticity affect one’s level of reactance. A 2 (high vs. low sponsor transparency) x 2 (self- vs. other-referenced) between-group, online experimental design was conducted. The results (valid N = 505) indicated that although post with high—compared to low—sponsor transparency led to a lower level of threat to freedom and ad avoidance intention, such difference failed to reach significance. Similarly, the statistical differences between self- and other-referenced post on viewers’ threat to freedom and ad avoidance intention were trivial.
On the other hand, the degree of perceived influencer authenticity exerted a significant main effect on threat to freedom and also moderated the relationship between reference point and threat to freedom. That is, for those who perceived the influencer’s authenticity to be low and medium, being exposed to either self- or other-referenced sponsored post did not affect their level of threat to freedom much. Yet, the participants perceiving the influencer to be highly authentic reported a significantly lower level of threat to freedom when they were assigned to view a self-referenced post than those assigned to view an other-referenced post. By the same token, moderated mediation results showed that for those who perceived influencer authenticity to be high, the self-reference group had a significant lower level of ad avoidance intention—fully mediated by threat to freedom, negative cognition, and negative affection—in comparison with their other-reference group counterpart.
The above research findings validate the application of psychological reactance theory to the context of social media influencer marketing and provide empirical evidence illustrating the impacts of influencer authenticity. Subtle effects of message construction using self- and other-referencing are also revealed. Practically, moreover, implications regarding social media influencers’ persuasion strategies for promoting sponsored products as well as building up connections with consumers are discussed.
中文摘要 i
英文摘要 ii
目錄 ii
圖目錄 iv
表目錄 v
第一章、緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 8
第二章、文獻探討 11
第一節、心理抗拒理論 11
第二節、贊助透明度與心理抗拒 18
第三節、參照對象與心理抗拒 21
第四節、網紅真實感 24
第三章、研究方法 34
第一節、實驗設計與流程 34
第二節、研究變項 40
第四章、研究結果 45
第一節、樣本描述性統計分析 45
第二節、操弄檢定 49
第三節、研究變項之描述性統計 50
第四節、假設檢定 51
第五章、討論與建議 62
第一節、主要研究發現 62
第二節、理論貢獻及實務貢獻 69
第三節、研究限制及未來建議 71
參考文獻 75
附錄一:問卷題項 97
附錄二:刺激物貼文示意圖 105
附錄三:研究模型語法 107
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WEBA(2020年5月26日)。〈如何抓準年輕人的心?Y世代和Z世代消費者的行銷關鍵〉,《WEBA數位互動平台》。取自
https://ryzo.io/y-and-z-generation/
Yahoo TV(2018年6月26日)。〈網紅時代來臨,創作者的光明與黑暗〉,《數位時代》。取自
https://www.bnext.com.tw/article/49602/yahoo-tv-kol
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