影響者特質、消費者感知對品牌效果之研究：以廣告揭露為中介

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郭韋伶(Wei-Ling Kuo) 查詢紙本館藏

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企業管理學系

論文名稱

影響者特質、消費者感知對品牌效果之研究：以廣告揭露為中介
(Exploring the Effects of Influencer Characteristics and Consumer Perspections on Consumer Responses in Influencer Marketing: Sponsorship Disclosure as the Mediator)

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摘要(中)

隨著社群網站的興起，促使許多網路使用者自行創作影音內容，並累積大量人氣
而成為具有影響力的影響者，也讓許多品牌選擇影響者行銷作為行銷傳播的方式。在此背景下，本研究探討影響者特質與消費者感知對品牌態度、網路口碑與購買意願的影響，並以廣告揭露作為研究的中介變數。在研究設計中，透過四支由影響者拍攝的業配影片與社群網站貼文，藉由問卷調查蒐集受測者反應資料。研究結果發現，當影響者具備來源可信度、具備高產品配適度、其廣告內容提供高資訊量時，對品牌效果有正向且顯著影響;但是當消費者察覺個人隱私有外洩疑慮時，對品牌效果有顯著且負面影響。另外，研究也發現廣告揭露對來源可信度、具備高產品配適度、廣告內容提供高資訊量分別與品牌態度及網路口碑的關係上有部分中介效果。本研究發現如果坦白告知消費者目前觀看的內容為廣告，並且由具備上述條件時，原本對業配內容產生的負面態度可以被消弭，並且對品牌態度與網路口碑有正面影響。本研究建議在實務運用上，在進行影響者行銷時除了介紹產品資訊，更應該告知影片為業配內容，以提高消費者對訊息的接收程度提高行銷傳播成效。

摘要(英)

This study explores the effects of influencer characteristics and consumer perceptions on brand attitude, electronic word-of-mouth (eWOM), and purchase intention along with the mediating role of sponsorship disclosure. An online survey (N = 224) was conducted. Participants were randomly assigned to one of the four sponsored videos and Facebook posts created by the identified influencer. The results showed that influencers’ source credibility, congruence with the sponsored product, and informative content positively affected brand attitude, eWOM, and purchase intention. However, consumers’ perceived information gathering negatively affected their responses. Most importantly, sponsorship disclosure was found to be a significant mediator in the consumer decision-making process. Theoretical and managerial implications are discussed.

關鍵字(中)

★ 影響者
★ 廣告揭露
★ 來源可信度
★ 配適程度
★ 資訊蒐集
★ 隱私顧慮

關鍵字(英)

★ influencer
★ source credibility
★ congruence with the sponsored product
★ information gathering
★ privacy concern
★ sponsorship disclosure

論文目次

摘要........................................................................................................................... II Abstract......... ............................................................................................................III 致謝......................................................................................................................... IV 目錄........................................................................................................................... V 表目錄 List of Tables ............................................................................................... VII 圖目錄 List of Figures ............................................................................................... IX
一、緒論....................................................................................................................1
1-1 研究背景與動機....................................................................................1
1-2 研究目的................................................................................................3
1-3 論文架構................................................................................................3
1-4 研究流程................................................................................................4
二、文獻探討............................................................................................................5
2-1 自變數....................................................................................................5
2-2 中介變數..............................................................................................13
2-3 應變數..................................................................................................15

三、研究方法..........................................................................................................16
3-1 研究架構..............................................................................................16
3-2 問卷設計..............................................................................................17
3-3 前測問卷..............................................................................................19
3-4 樣本取得..............................................................................................19
3-5 研究變數..............................................................................................19
四、研究結果..........................................................................................................26
4-1 樣本描述..............................................................................................26
4-2 敘述性統計..........................................................................................27
4-3 信度與效度分析..................................................................................27
4-4 迴歸分析..............................................................................................28
五、結論與建議......................................................................................................45
5-1 研究結論..............................................................................................45
5-2 研究限制與未來建議..........................................................................48
參考資料....................................................................................................................51
附錄一.......................................................................................................................59

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指導教授

陳冠儒(Kuan-Ju Chen)

審核日期

2018-7-16

推文