博碩士論文 106421012 詳細資訊




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姓名 黃意軒(HUANG I HSUAN)  查詢紙本館藏   畢業系所 企業管理學系
論文名稱 社群影響者追蹤動機對消費者行為影響之研究:以互動性、參與程度、廣告意圖為中介變數
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摘要(中) 隨著社群媒體時代的來臨,社群影響者也逐漸擴大他們的影響範圍,並且對消費
者產生了很大的影響。本研究目的在探討社群影響者追蹤動機對於消費者行為的影
響,並進一步探究互動性、參與程度及廣告意圖在消費者決策過程中的中介影響。研
究方法採用問卷調查法,通過線上問卷的形式進行採樣、蒐集受測者的資料。研究結
果發現,社群影響者追蹤動機對獲取資訊以及影響者認同感有正向且顯著影響,然而
對自我身份呈現無顯著影響。而在互動性、參與程度、廣告意圖則在社群影響者追蹤
動機至消費者行為中有顯著的中介的效果。本研究理論上闡述了驅使消費者追蹤影響
者的心理機制與後續行為。實務上建議,當企業在尋找影響者代言時,能夠將消費者
的影響者追蹤動機加入評估,以提高合作的效益。另外,在影響者方面,對於互動程
度、參與度以及廣告意圖,能夠使用作為和消費者交流的多樣選擇,更能夠在與企業
品牌合作時能有更好的表現。
摘要(英) With the rapid development of the social media, social media influencers have gradually expanding their impact on consumers. This study aims to explore the extent to which following social media influencers affect consumer behavior, and to examine the mediating effects of interactivity, engagement, and advertising intent in consumers’ decision-making process. An online survey with convenience sampling was conducted. The results showed that motivations of following social media influencers had positive and significant influences on consumers’ information seeking and identification with influencers, but had no significant influences on consumers’ self-presentation. Further, interactivity, engagement, and advertising intention exerted significant mediating effects in the process. Theoretical and managerial implications are discussed based on the research findings. Managerially, the research provides suggestions for companies to evaluate effect of influencer marketing strategies.
關鍵字(中) ★ 影響者
★ 自我身份呈現
★ 獲取資訊
★ 影響者認同感
★ 參與度
★ 互動呈度
關鍵字(英) ★ influencer
★ self-presentation
★ information seeking
★ engagement
★ interactivity
★ advertising intent
論文目次 摘要 I
Abstract II
目錄 III
圖目錄 VI
表目錄 VII
第一章、緒論
1 1-1 研究背景及動機 4
1 1-2 研究目的 4
1-3 論文架構 4
第二章、文獻討論 5
2-1 研究基本理論及主題 5
2-1-1 社會學習理論 5
2-1-2 影響者和影響者行銷 6
2-2 使用社群媒體平台追蹤影響者之動機 7
2-2-1 自我身份呈現 7
2-2-2 獲取資訊 8
2-2-3 影響者認同感8
2-3 消費者行為 9
2-3-1 影響者好感度 9
2-3-2 社群口碑 10
2-3-3 購買意圖 10
2-3-4 產品態度 11
2-4 影響消費者行為中介變數 12
2-4-1 參與程度 12
2-4-2 互動性 12
2-4-3 廣告意圖 13
2-5 變數之關聯 14
2-5-1 消費者追蹤動機與影響者好感度之關聯 14
2-5-2 消費者追蹤動機與社群口碑之關聯 14
2-5-3 消費者追蹤動機與購買意願之關聯 15
2-5-4 消費者追蹤動機與產品態度之關聯 15
2-5-5 影響者追蹤動機對影響者好感度之影響以互動性、參與程度、廣告
意圖為中介16
2-5-6 影響者追蹤動機對社群口碑之影響以互動性、參與程度、廣告意圖為中介17
2-5-7 影響者追蹤動機對購買意圖之影響以互動性、參與程度、廣告意圖為中介 18
2-5-8 影響者追蹤動機對產品態度之影響以互動性、參與程度、廣告意圖為中介19
第三章、研究方法 20
3-1 研究架構 20
3-2 問卷設計 20
3-3 前測問卷 21
3-4 樣本取得 21
3-5 研究變數之操作型定義 21
第四章、研究結果 27
4-1 描述性統計分析 27
4-2 信度分析 28
4-3 相關係數矩陣 30
4-4 研究假說驗證 31
4-4-1 以影響者好感度為應變數 31
4-4-2 以社群口碑為應變數 41
4-4-3 以購買意願為應變數 51
4-4-4 以產品態度為應變數 61
4-5 假設研究驗證結果 71
第五章、結論與建議 76
5-1 研究結論 76
5-1-1 追蹤動機對影響者好感度之影響 76
5-1-2 追蹤動機對社群口碑之影響 76
5-1-3 追蹤動機對購買意願之影響 77
5-1-4 追蹤動機對產品態度之影響 78
5-1-5 參與程度之中介效果 78
5-1-6 互動性之中介效果 79
5-1-7 廣告意圖之中介效果 79
5-2 研究貢獻 80
5-3 研究限制及未來建議 82
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指導教授 陳冠儒 黃依潔(Chen Kuan Ju) 審核日期 2020-1-15
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