Youtuber對消費者的影響力-以擬社會互動與顧客權益探討

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蔡佳彤(Jia-Tong Cai) 查詢紙本館藏

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資訊管理學系

論文名稱

Youtuber對消費者的影響力-以擬社會互動與顧客權益探討

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摘要(中)

隨著社群媒體近幾年快速的發展下，許多企業開始利用社群媒體強大的多元平台與顧客建立良好的關係以及互動，現在的行銷手法已經跟過去不同，不會只透過單一的管道與消費者做溝通。在社群媒體蓬勃發展的情況下，越來越多公司會透過社群媒體當作溝通媒介來做整合性的行銷。
因此本研究探討其中之一的社群媒體平台Youtube，來探討在此平台中裡面的代言人Youtbuer對消費者的影響力。採用傳統廣告代言人可信度應用在新興社群媒體代言人Youtuber身上，再加上擬社會互動理論來了解代言人與消費者之間的互動關係，最終探討影響顧客權益以及品牌層面。
本研究採用問卷調查法，收集了406份有效問卷，並透過結構方程式進行模型假說的驗證。本研究結果支持所有假說，並預期能夠給未來想應用Youtube為公司與顧客建立關係、宣傳產品等行銷人員提供貢獻。

摘要(英)

With the rapid development of social media in recent years, many companies have started to use the powerful multi-platforms of social media to establish good relationships and interactions with customers. The current marketing tactics are different from the past and it will not be achieved through a single channel to communicate. With social media, more and more companies will use the social media as a medium of communication for integrated marketing.
Therefore, this study focuses on YouTube, one of the social media platforms, to explore the influence of the YouTuber on the platform. The use of traditional advertising spokesperson credibility in the emerging community media spokesperson YouTuber, with the theory of para-social interaction to understand the interaction between spokesperson and consumer, and ultimately explore the impact of customer equity and brand.
406 valid questionnaires were collected through an on-line survey, and verify the researchhypotheses using SEM. The results of this study support all the hypotheses and are expected to contribute to the future salespeople who want to use YouTube to establish relationships with customers and promote products.

關鍵字(中)

★ 擬社會互動
★ 代言人可信度
★ 顧客權益
★ Youtube

關鍵字(英)

論文目次

目錄
中文摘要 1
Abstract 2
誌謝 3
目錄 4
圖目錄 6
表目錄 7
一、緒論 8
1.1 研究背景與動機 8
1.2 研究問題 10
二、文獻探討 11
2.1 擬社會互動 11
2.2 代言人可信度 12
2.3 態度同質性 14
2.4 顧客權益 15
2.5 品牌承諾與購買意圖 16
2.6 研究構念整理 17
三、研究方法 19
3.1 研究模型 19
3.2 研究變數之操作化 19
3.2.1 代言人可信度 19
3.2.2 擬社會互動 20
3.2.3 態度同質性 21
3.2.4 顧客權益驅動因素 21
3.2.5 品牌承諾 22
3.2.6 行為意圖 22
3.3 研究設計 23
3.3.1 問卷設計 23
3.3.2 研究樣本 23
3.3.3 問卷設計問卷發放方式 23
四、資料分析 24
4.1 問卷樣本蒐集 24
4.1.1樣本基本統計分析 24
4.1.2研究構念之敘述性統計 25
4.2 資料分析 25
4.2.1共同方法變異(CMV)檢驗 26
4.2.2驗證性因素分析 26
4.2.3模型適配度 26
4.2.4因素負荷量 27
4.2.5信度與效度 29
4.2.6區別效度 30
4.3 假說驗證 31
4.4 分析結果 32
五、結論與建議 34
5.1 研究結果 34
5.1.1 代言人可信度與擬社會互動 34
5.1.2 態度同質性與擬社會互動 34
5.1.3 擬社會互動與顧客權益 35
5.1.4 顧客權益與品牌承諾及行為意圖 35
5.2 研究貢獻 35
5.2.1 理論貢獻 35
5.2.2 實務貢獻 36
5.3 研究限制與未來建議 37
5.3.1 樣本代表性 37
5.3.2 Youtuber類型 37
參考文獻 38
附錄 42
實驗問卷 42

圖目錄
圖 3‑1 研究模型 19
圖 4‑1 研究模型檢定結果 32

表目錄
表2-1 研究構念整理 17
表3-1 代言人可信度問項 20
表3-2 擬社會互動問項 20
表3-3 態度同質性問項 21
表3-4 顧客權益驅動因素 21
表3-5 品牌承諾問項 22
表3-6 行為意圖問項 22
表4-1 回收樣本 24
表4-2 研究構念之基本分析 25
表4-3 共同方法變異(CMV)檢驗結果 26
表4-4 研究模型適配度檢驗 27
表4-5 Amos變數之因素負荷量 27
表4-6 研究構念信效度分析 29
表4-7 相關係數矩陣 30
表4-8 Amos模型分析結果 31
表4-9 假說結果整理 32

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指導教授

謝依靜(YI-JING SIE)

審核日期

2018-7-13

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