| 摘要: | 在當今的數位時代，網紅已成為自媒體中具有相當影響力的新型名人，透過網路、社群媒體和影音媒體，使得網紅迅速在網絡上發展並培養自己的知名度，網紅會大量揭露自己的想法、感受和生活經驗的方式吸引消費者。本研究的目的是探討Instagram社群平台中的網紅在網路上的自我揭露行為是否會影響消費者，進而對購買意願產生影響，我們不僅關注網紅的自我揭露行為，還聚焦於另一個重要概念，我們探討消費者對網紅的自我揭露內容，產生的自我一致性與感知真實性會影響其購買意願的形成，將進行一系列的實驗，請各個不同年齡層、職業、有使用Instagram平台的受測者觀看網紅自我揭露程度的貼文，透過問卷調查和數據分析，驗證結果顯示，「自我一致性」正向影響「感知真實性」、「感知真實性」正向影響「購買意願」、「自我一致性」正向影響「購買意願」、「感知真實性」會在「自我一致性」與「購買意願」產生中介效果、「自我揭露」作為「自我一致性」與「感知真實性」的調節作用，「大小網紅」作為「自我一致性」與「感知真實性」的調節作用中未顯著，因此本研究針對研究結果，期望未來網紅品牌形象經營上能提供有效建議，以及對未來研究人員提供參考及相關建議。
關鍵詞：大小網紅，自我揭露，自我一致性，感知真實性，購買意願
;In today′s digital age, influencers have emerged as a new type of influential figures in the realm of self-media. Through the internet, social media, and video platforms, influencers swiftly establish and cultivate their online presence, attracting consumers by extensively disclosing their thoughts, feelings, and life experiences. The purpose of this study is to explore whether the self-disclosure behavior of influencers on the Instagram community platform affects consumers and subsequently influences their purchase intentions. We not only focus on influencers′ self-disclosure behavior but also delve into another crucial concept: the impact of consumers′ perceived self-consistency and perceived authenticity of influencers′ self-disclosure content on the formation of their purchase intentions. A series of experiments will be conducted, involving participants from different age groups, occupations, and Instagram users, who will be exposed to influencer posts varying in the degree of self-disclosure. Through questionnaire surveys and data analysis, the findings will validate that "self-consistency" positively influences "perceived authenticity," "perceived authenticity" positively influences "purchase intentions," and "self-consistency" positively influences "purchase intentions." Moreover, perceived authenticity will mediate the relationship between self-consistency and purchase intentions. The moderating effect of "self-disclosure" on "self-consistency" and "perceived authenticity" will be examined, while the moderating effect of "influencer size" (small vs. large) on "self-consistency" and "perceived authenticity" will not be significant. Based on these research findings, it is expected that effective recommendations can be provided for the management of influencer brand image in the future, and relevant suggestions can be offered to researchers in this field.
Keywords: Self-congruity, Perceived authenticity, Purchase intention,Self-disclosure, Key Opinion Leade,Instagram |
