網路紅人類型與網路紅人/產品一致性對消費者反應之影響: 以錯失恐懼、社會比較以及Instagram使用強度為中介

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蔡益鈞(Yi-Jyun Tsai) 查詢紙本館藏

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網路紅人類型與網路紅人/產品一致性對消費者反應之影響: 以錯失恐懼、社會比較以及Instagram使用強度為中介

相關論文

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摘要(中)

本研究之目的為探討現今品牌與網路紅人合作Instagram推薦貼文中，網路紅人類型與網路紅人/產品一致性對消費者之反應影響。本研究針對253位平常有在使用社群媒體之一般的大眾消費者去進行分析，採用了2X2的二因子實驗設計法，將網路紅人類型(知識型或是魅力型)與網路紅人/產品一致性(一致性高或低)作為自變數，探討在這四種實驗情境中，推薦貼文是怎麼影響消費者的廣告效果(產品認知、品牌態度以及購買意願)。研究發現，此兩者自變數並沒有明顯的交互作用，亦即不論是網路紅人/產品一致性高或低，再接收到任何類型的推薦者的訊息情況下，對於消費者來說並沒有太大的差別，另外錯失恐懼對於網路紅人類型對產品認知、品牌態度、購買意願以及錯失恐懼對於網路紅人/產品一致性對產品認知、品牌態度、購買意願皆存在中介效果; 社會比較對於網路紅人類型對產品認知、購買意願以及錯失恐懼對於網路紅人/產品一致性對產品認知、購買意願皆存在中介效果;Instagram使用強度對於網路紅人類型對產品認知、品牌態度以及Instagram使用強度對於網路紅人/產品一致性對產品認知、品牌態度皆存在中介效果，在學術貢獻上，本研究探討了產品推薦人的類型與產品推薦人與產品的一致性對消費者反應之影響，並進一步去證實錯失恐懼、社會比較以及Instagram使用強度在其影響中存在的中介效果;而研究結果則可以提供實務上網路紅人以及企業擬訂一些行銷策略的建議，並可以提供企業尋找網路紅人合作推薦貼文時作為參考

摘要(英)

The purpose of this study is to investigate the impact of internet celebrity types and celebrity/product congruence on consumer responses in the context of online advertising post. A two-factor between-subject experimental design(N=253) was employed with internet celebrity types(knowledgeable vs. attractive) and celebrity/product congruence(high vs. low) as the control variables, and consumer responses (attitude toward the brand , product cognition and purchase intention) as the dependent variables. The results indicated that there is no interaction effect between them but attractive internet celebrity and high celebrity/product congruence seem have better consumer responses. The study also found that these moderators FOMO(fear of missing out), social comparison and social media intensity have effect among internet celebrity types , celebrity/product congruence and consumer responses. Theoretical and managerial implications were discussed.

關鍵字(中)

★ 網路廣告貼文
★ 網路紅人類型
★ 錯失恐懼
★ 社會比較
★ 社群媒體使用強度

關鍵字(英)

★ Online advertising post
★ Internet celebrity types
★ FOMO
★ Social comparison
★ Social media intensity

論文目次

目錄
第一章緒論 1
1-1研究背景與動機 1
1-2研究目的 7
第二章文獻探討與研究假設 8
2-1 社群媒體的興盛 8
2-1-1社群媒體 8
2-1-2 使用者生成內容(UGC) 9
2-2 網路紅人 10
2-2-1 網路紅人經濟的崛起 10
2-2-2 訊息來源的可信度及社會權力 11
2-3 代言人與產品的關係 13
2-3-1代言人的定義與分類 13
2-3-2 代言人與產品一致性 14
2-4 消費者反應之影響-廣告效果 15
2-5 社群媒體所引發的現象以及Instagram使用強度 17
2-5-1錯失恐懼的中介效果 17
2-5-2社會比較的中介效果 19
2-5-3 Instagram使用強度的中介效果 21
2-6 研究假說 23
第三章研究方法 24
3-1 研究架構 24
3-2 研究設計 25
3-2-1 前測 25
3-2-2 樣本取得 27
3-2-3 問卷設計 27
3-3 研究變數之操作型定義 28
3-4 資料分析方式 33
第四章資料分析 34
4-1 有效樣本結構描述 34
4-2 操作檢定分析 37
4-3 二因子變異數分析 38
4-4 中介變數迴歸分析 41
4-4-1 錯失恐懼在網路紅人類型對廣告效果的中介效果 42
4-4-2 錯失恐懼在網路紅人/產品一致性對廣告效果的中介效果 44
4-4-3 社會比較在網路紅人類型對廣告效果的中介效果 47
4-4-4 社會比較在網路紅人/產品一致性對廣告效果的中介效果 49
4-4-5 Instagram使用強度在網路紅人類型對廣告效果的中介效果 52
4-4-6 Instagram使用強度在網路紅人/產品一致性對廣告效果的中介效果 55
4-5 研究假說驗證 58
第五章結論與建議 60
5-1 研究結果與討論 60
5-1-1 不同網路紅人類型對廣告效果的影響 60
5-1-2 網路紅人/產品一致性對廣告效果的影響 61
5-1-3網路紅人類型與網路紅人/產品一致性對廣告效果之交互作用 62
5-1-4 錯失恐懼在網路紅人類型對廣告效果造成之影響 62
5-1-5 錯失恐懼在網路紅人/產品一致性對廣告效果造成之影響 63
5-1-6 社會比較在網路紅人類型對廣告效果造成之影響 63
5-1-7 社會比較在網路紅人/產品一致性對廣告效果造成之影響 64
5-1-8 Instagram使用強度在網路紅人類型對廣告效果造成之影響 64
5-1-9 Instagram使用強度在網路紅人/產品一致性對廣告效果造成之影響 65
5-2研究貢獻 65
5-3研究限制與未來研究建議 66
參考文獻 68
附錄 79
表目錄
表 1本研究之研究假說 23
表 2網路紅人類型前測t檢定 26
表 3網路紅人類型衡量構面 29
表 4網路紅人/產品一致性衡量構面 29
表 5品牌態度衡量構面 30
表 6購買意願衡量構面 30
表 7產品認知衡量構面 31
表 8錯失恐懼衡量構面 31
表 9社會比較衡量構面 32
表 10 Instagram使用強度衡量構面 32
表 11性別次數分配圖 34
表 12年齡次數分配圖 34
表 13教育程度次數分配圖 35
表 14職業次數分配圖 35
表15 Instagram使用頻率次數分配圖 36
表 16Instagram使用時間次數分配圖 36
表 17相關係數矩陣圖 37
表 18網路紅人類型操作檢定分析 37
表 19網路紅人/產品一致性操作檢定分析 38
表 20網路紅人類型以及網路紅人/產品一致性對產品認知-ANOVA表結果 39
表 21網路紅人類型對產品認知-描述性統計資料表 39
表 22網路紅人/產品一致性對產品認知-描述性統計資料表 39
表 23網路紅人類型以及網路紅人/產品一致性對品牌態度-ANOVA表結果 40
表 24網路紅人類型對品牌態度-描述性統計資料表 40
表 25網路紅人/產品一致性對品牌態度-描述性統計資料表 40
表 26網路紅人類型以及網路紅人/產品一致性對購買意願-ANOVA表結果 41
表 27網路紅人/產品一致性對購買意願-描述性統計資料表 41
表 28網路紅人類型對產品認知之迴歸分析要表 42
表 29網路紅人類型對品牌態度之迴歸分析要表 43
表 30網路紅人類型對購買意願之迴歸分析要表 44
表 31網路紅人/產品一致性對產品認知之迴歸分析要表 45
表 32網路紅人/產品一致性對品牌態度之迴歸分析要表 46
表 33網路紅人/產品一致性對購買意願之迴歸分析要表 47
表 34網路紅人類型對產品認知之迴歸分析要表 48
表 35網路紅人類型對品牌態度之迴歸分析要表 48
表 36網路紅人類型對購買意願之迴歸分析要表 49
表 37網路紅人/產品一致性對產品認知之迴歸分析要表 50
表 38網路紅人/產品一致性對品牌態度之迴歸分析要表 51
表 39網路紅人/產品一致性對購買意願之迴歸分析要表 52
表 40網路紅人類型對產品認知之迴歸分析要表 53
表 41網路紅人類型對品牌態度之迴歸分析要表 54
表 42網路紅人類型對購買意願之迴歸分析要表 55
表 43網路紅人/產品一致性對產品認知之迴歸分析要表 56
表 44網路紅人/產品一致性對品牌態度之迴歸分析要表 57
表 45網路紅人/產品一致性對購買意願之迴歸分析要表 58
表 46本研究之研究假說結果 58
圖目錄
圖 1本研究之研究架構圖 24

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中文部分
吳建宗(民89)，「廣告訴求、代言人類型對推廣核能發電之溝通效果」，國立交通大學經營管理研究所碩士論文。
宋伊可(2002)，消費者對產品外觀價值感認知差異之研究-以行動電話為例，國立台北科技大學創新設計研究所，碩士論文。
網路部分
哈佛商業評論(民107年1月24日)。2018年必須注意的十個行銷趨勢。取自https://www.hbrtaiwan.com/article_content_AR0007718.html
遠見雜誌(民104年06月29日)。臉書退燒？Instagram當道？取自 https://www.gvm.com.tw/article.html?id=53287
數位時代(民107年02月14日)。每月募得58萬！阿滴與滴妹就是為了讓更多人喜歡上英文取自https://www.bnext.com.tw/article/48220/from-singer-to-youtuber-pierre-liu-get-his-wa
數位時代(民106年05月23日)。人比人氣死人？調查指五大社群媒體中Instagram最傷青少年心理健康取自https://www.bnext.com.tw/article/44611/instagram-ranked-worst-young-people-s-mental-health
數位時代(民106年08月23日)。還好還有Instagram，研究顯示Facebook持續流失年輕族群取自https://www.bnext.com.tw/article/45875/snapchat-beat-facebook-and-instagram-in-young-people-in-the-us

指導教授

陳冠儒(Kuan-Ju Chen)

審核日期

2019-6-24

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