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姓名	林敬萱(Ching-Hsuan Lin)  查詢紙本館藏	畢業系所	企業管理學系
論文名稱	YouTuber「虛擬vs.真實」呈現對廣告效果之研究： 探討代言人可信度與消費者參與的影響 (Examining the effect of YouTuber′s "virtual vs. real" image on advertising outcome: The roles of spokesperson′s credibility and consumer engagement)
檔案	[Endnote RIS 格式]    [Bibtex 格式]    [相關文章]   [文章引用]   [完整記錄]   [館藏目錄]   至系統瀏覽論文 (2025-7-1以後開放)
摘要(中)	隨著傳播媒體多元化、消費者行為改變，影音式行銷逐漸受到業界的重視，而YouTube影音平台在之中扮演舉足輕重的角色，形成廠商與YouTuber合作業配的風潮。再加上近年來，在結合各式影像技術後「虛擬YouTuber」（Virtual YouTuber, VTuber）也跟著興起，並成為新興的行銷方式。因此，本研究主要在探討比較YouTuber的「虛擬vs.真實」呈現是否會對消費者所感知的代言人可信度造成影響，進而再影響廣告效果，並進一步檢視消費者參與在其中扮演的角色。研究方法採用問卷調查法，透過網路問卷形式，針對548位有使用過YouTube的一般消費者進行採樣。研究結果發現，YouTuber的「虛擬vs.真實」呈現對代言人可信度中的可靠性及吸引力的影響有顯著差異，且這兩個構面在真實或虛擬呈現的YouTuber對廣告效果的影響上具有中介效果。此外，消費者參與在YouTuber的「虛擬vs.真實」呈現、經由代言人可信度中可靠性及吸引力對廣告效果的影響上具有調節效果。本研究學術上的貢獻在於建構消費者在接觸YouTuber業配影片時的行為模型，來協助解釋消費者在此類情境下的決策過程。實務上則提供品牌或企業在YouTube上選擇合作對象時，對於影音廣告視覺呈現及代言人可信度之參考建議。
摘要(英)	Nowadays, with the diversification of media and changes in consumer behavior, video marketing has gradually attracted the attention of the industry. And YouTube plays an important role in video marketing, the cooperation between enterprise and YouTuber become a new trend in marketing. Furthermore, after combining all kinds of imaging technologies, "Virtual YouTuber" has also emerged, and has become a popular emerging marketing method. So, the purposes of this study are to explore the effect of YouTuber′s "virtual vs. real" image on perceived spokesperson’s credibility which in turn affects advertising outcome. The role of consumer engagement in the process is also exmianed. An online survey was conducted with convenience sampling. Data was collected from 548 consumers who were YouTube users. The results indicated that YouTuber′s "virtual vs. real" image had significant influences on spokesperson′s trustworthiness and attractiveness, and these two factors mediated the effect of YouTuber′s "virtual vs. real" image on advertising outcomes. Furthermore, the results showed that consumer engagement moderated the above-mentioned indirect effects. In conclusion, the academic contribution of this study lies in constructing a consumer behavior model that helps explain consumer’s decision-making process on YouTuber. Practically, the study provides strategic suggestions for brands and corporates to collaborate with YouTubers for marketing communication.
關鍵字(中)	★ YouTuber的「虛擬vs.真實」 ★ 代言人可信度 ★ 廣告態度 ★ 產品態度 ★ 購買意願 ★ 消費者參與	關鍵字(英)	★ YouTuber′s "virtual vs. real" image ★ spokesperson′s credibility ★ attitude toward the ad ★ product attitude ★ purchase intention ★ consumer engagement
論文目次	中文摘要 ………………………………………………………………………………….. i 英文摘要 …………………………………………………………………………………. ii 目錄 ………………………………………………………………………………… iii 圖目錄 ………………………………………………………………………………….. v 表目錄 ………………………………………………………………………………….. v 第一章 緒論 ……………………………………………………………………………........ 1 1-1 研究背景與動機 ………………………………………………………...………….. 1 1-2 研究目的 ………………………………...……………………………………….…. 4 1-3 論文架構 ……………………………………………...…………………………….. 4 第二章 文獻探討與研究假設 …………………………………………………………........ 5 2-1 YouTuber …………………………………………………………………………….... 5 2-1-1 業配 ………………………………………………………………………..…… 5 2-1-2 YouTuber的「虛擬vs.真實」呈現 ……………….………………………….. 6 2-2 代言人可信度 ……………………………………………………………………..…. 7 2-2-1 代言人之定義 ………………………………………………………………..… 7 2-2-2 代言人可信度之定義 …………………………………………………….....…. 8 2-2-3 代言人可信度之衡量構面 ……………………………………………….……. 8 2-3 YouTuber的「虛擬vs.真實」呈現和代言人可信度之關聯 ………....................... 10 2-4 廣告效果 ……………………………………………………………………..…….... 11 2-5 代言人可信度和廣告效果之關聯 ………………………………………………….. 12 2-6 消費者參與 ………………………………………………………………………...... 14 2-7 研究假說 …………………………………………………………………………..… 16 第三章 研究方法 …………………………………………………………………………... 17 3-1 研究架構 ..………………………………………………………………………...… 17 3-2 實驗設計 ………………………………………………………………………….… 17 3-2-1 實驗刺激物 ………………………………………………………………….… 18 3-2-2 問卷採樣 ……………………………………………………………..…….….. 19 3-2-3 問卷設計 …………………………………………………………………….… 20 3-3 研究變數之操作型定義 ……………………………………………………….…… 20 3-4 共變量：知名度 …………………………………………………………………..... 23 3-5 資料分析方式 ……………………………………………………………………..... 24 第四章 研究結果 …………………………………………………………………………... 25 4-1 描述性統計分析 ……………………………………………………………...…….. 25 4-2 信度分析 …………………………………………………………………….……… 29 4-3 共變數分析(ANCOVA) …………………………………………………….…..…… 29 4-4 迴歸分析 ………………………………………………………………………...….. 32 4-4-1 中介效果 …………………………………………………………………….… 32 4-4-2 調節效果 ………………………………………………………………….…… 41 4-5 研究假說驗證 …………………………………………………...………………….. 48 第五章 結論及建議 ……………………………………………………………………..…. 49 5-1 研究結果與討論 ……………………………………………………..………….….. 49 5-1-1 YouTuber的「虛擬vs.真實」呈現對代言人可信度之影響 ……………...... 49 5-1-2 代言人可信度之中介效果 ………………………………………………….… 50 5-1-3 消費者參與之調節效果 ………………………………………………….…… 51 5-2 研究貢獻 ………………………………………………………………………….… 51 5-3 研究限制及未來建議 ……………………………………………………....………. 53 參考文獻 ……………………………………………………………………………….…… 54 附錄：研究問卷 ………………………………………………………………..………...… 61
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指導教授	黃依潔 陳冠儒	審核日期	2020-12-3
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