臺灣博碩士論文加值系統

隨著資訊科技的發展，手機的使用更加普及，加入社群媒體的人也日益增加，這些因網路走紅的網路名人如今成為熱門討論的話題。新興媒體的發展，最能顯示其含義的就是網紅經濟、影響力行銷，品牌透過網路名人可以以更具社交性和互動性的方式提供有關產品的訊息。因此藉由網路名人與社群媒體行銷的品牌/贊助者該如何提升消費者的購買意圖以及贊助者與網路名人之間的商業合作如何讓消費者信任成為重要的議題。
本研究以網路問卷的方式收集樣本資料，使用SmartPLS 3進行分析。採用推敲可能性模型與資訊採用模型的概念作為理論架構，探討資訊有用性與影響力行銷對貼文態度與購買意圖之影響，研究結果顯示當消費者在瀏覽社群媒體的貼文時，主要影響消費者對貼文態度與知覺說服力為粉絲專頁的論述品質與該貼文的資訊有用性，贊助者掌控網路名人發布的貼文會使消費者信任網路名人，而比起網路名人影響消費者知覺粉絲專頁內容的說服力，消費者更關注於貼文是否能獲得有用的資訊。

With the development of information technology, the use of mobile phones has become more popular, and the number of people joining social media is also increasing. These internet celebrities who have become popular on the Internet are hot topic of discussion now. The development of social media can best show its meaning in internet celebrity economy and influence marketing. Brands can provide information about products in a more social and interactive way through internet celebrities. Therefore, how the brand/sponsor who is marketing by internet celebrities and social media can enhance consumers' purchasing intentions and how the commercial cooperation between sponsors and internet celebrities can make consumers trust has become an important issue.
This study collected sample data through online questionnaires and used SmartPLS 3 for analysis. To explore the impact of information usefulness and influence marketing on post attitudes and purchase intentions, using the concepts of Elaboration Likelihood Model and Information Adoption Model as the theoretical framework. The research results show that when consumers browse posts on social media, they mainly influencing consumers’ attitudes and perceived persuasiveness of a post is the argument quality of the fan page’s and the information usefulness of the posts. The sponsor’s control over the posts published by the internet celebrity will make consumers trust the internet celebrity, compared to the internet celebrities influence consumers' perception of the persuasiveness of fan page content, and consumers pay more attention to whether posts can obtain useful information.

摘要 i
ABSTRACT ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
第一章、緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
第二章、文獻探討 3
2.1 影響力行銷中的影響者 3
2.1.1影響者的可信度 4
2.1.2信任網路名人 5
2.2 推敲可能性模型 5
2.2.1論述品質 6
2.3 資訊採用與資訊有用性 7
2.3.1資訊有用性 8
2.4 贊助者掌控貼文與貼文推銷導向 8
2.5 知覺說服力 9
2.6 對貼文的態度與回應行為 10
第三章、研究方法 11
3.1 研究架構 11
3.2 研究假設 12
3.2.1 主要路徑 12
3.2.2 外圍路徑 12
3.2.3 資訊有用性 13
3.2.4 信任網路名人 14
3.2.5 知覺說服力 14
3.2.6 貼文態度 15
3.2.7 回應行為與購買意圖 15
3.3 概念型定義 16
3.4 研究變數之問項 17
3.5 研究設計 24
3.5.1 抽樣設計 24
3.5.2 問卷設計 24
3.5.3 資料分析方法 24
第四章、研究結果與分析 25
4.1 敘述性統計分析 25
4.1.1 個人基本資料之敘述性統計 25
4.1.2 研究構面之敘述性統計 27
4.2 測量模型分析 28
4.2.1 信度分析 29
4.2.2 收斂效度 29
4.2.3 區別效度 31
4.3 結構模型 31
4.3.1 適配度分析 31
4.3.2 結構模型路徑分析 32
4.3.3 假說檢驗 33
4.3.4 影響效果分析 34
第五章、結論與建議 35
5.1 研究結果 35
5.1.1 論述品質與資訊有用性 35
5.1.2 贊助者掌控貼文對信任網路名人的影響 35
5.1.3 貼文推銷導向對信任網路名人的影響 36
5.1.4 信任網路名人與知覺說服力 36
5.1.5 貼文態度與消費者的回應行動、購買意圖 36
5.2 學術意涵 37
5.3 管理意涵 38
5.4 研究限制與未來研究建議 39
參考文獻 40
附錄 49

中文文獻
Digital Report 2020台灣報告，台灣網路生態大解析 (民110年4月)。取自 https://www.breaktime.com.tw/archives/6293
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