VKOL 與追隨者的購買意圖關係之研究－HLM 模型;Relationship Between VKOL and Followers′ Purchase Intention - HLM Model

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題名:	VKOL 與追隨者的購買意圖關係之研究－HLM 模型;Relationship Between VKOL and Followers′ Purchase Intention - HLM Model
作者:	梁永欣;LIANG, YONG-XIN
貢獻者:	企業管理學系
關鍵詞:	購買意圖;虛擬關鍵意見領袖;沉浸式體驗;HLM 模型;Purchase Intention;VKOL;Immersion Experience;HLM model
日期:	2023-06-20
上傳時間:	2024-09-19 15:22:42 (UTC+8)
出版者:	國立中央大學
摘要:	虛擬關鍵意見領袖 (VKOL) 的應用在人工智能 (AI) 和電腦製作圖像 (CGI) 等製作技術不斷進步下迅速崛起，其應用廣泛擴展到各行各業當中，使品牌營收得到顯著的成長。近年 VKOL 亦逐漸被大量運用在品牌行銷上，藉由 VKOL 的特徵促進追隨者的沉浸式體驗，進而強化購買意圖。現今各個領域中亦不約而同的在行銷應用上與 VKOL 合作，增強與大眾的連結。本研究整合 VKOL 特徵及追隨者沉浸式體驗對追隨者購買意圖之影響。研究透過階層線性模式 (HLM) 建構購買意圖影響模式。研究對象為虛擬關鍵意見領袖的追隨者，共有 818 筆樣本，依照各個 VKOL 分為 30 個群體。實證結果顯示人們會受 VKOL 特徵而影響自己的沉浸式體驗，尤其是 VKOL 的真實性能夠強烈影響大眾的內容滿足和情感依戀，進而正向影響購買意圖。然而，感知互動性的群體變數顯著影響內容滿足，亦即互動性對人們的理性層面影響更大。研究結果對企業界與學術界提出有效建議。;Virtual Key Opinion Leader (VKOL) applications are rapidly emerging due to the advancement of technologies such as artificial intelligence (AI) and computer-generated imagery (CGI), which are being used across a wide range of industries to drive significant revenue growth for brands. In recent years, VKOL is also being used in brand marketing to promote an immersion experience for followers and reinforces purchase intention through the characteristics of VKOL. Various fields are also collaborating with VKOL in marketing to strengthen the connection with the public. This study integrates the impact of VKOL characteristics and immersion experience on followers′ purchase intention. The study constructs the purchase intention influence model through the Hierarchical Linear Model (HLM). A total of 818 samples were collected from followers of virtual key opinion leaders, divided into 30 groups according to each VKOL. The research results show that people′s immersion experience is influenced by the characteristics of VKOL. Authenticity of VKOL can strongly influence the content gratification and emotional attachment of the people, which in turn positively affects purchase intention. However, the group variable of perceived interactivity significantly affects content gratification. In other words, interactivity has a greater impact on followers’ rational level. The results of the study suggest effective recommendations for business and academia.
顯示於類別:	[企業管理研究所] 博碩士論文

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