購買意願的幕後功臣：Instagram大小網紅的 自我揭露對消費者自我一致性與感知真實的影響

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論文名稱

購買意願的幕後功臣：Instagram大小網紅的自我揭露對消費者自我一致性與感知真實的影響

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摘要(中)

在當今的數位時代，網紅已成為自媒體中具有相當影響力的新型名人，透過網路、社群媒體和影音媒體，使得網紅迅速在網絡上發展並培養自己的知名度，網紅會大量揭露自己的想法、感受和生活經驗的方式吸引消費者。本研究的目的是探討Instagram社群平台中的網紅在網路上的自我揭露行為是否會影響消費者，進而對購買意願產生影響，我們不僅關注網紅的自我揭露行為，還聚焦於另一個重要概念，我們探討消費者對網紅的自我揭露內容，產生的自我一致性與感知真實性會影響其購買意願的形成，將進行一系列的實驗，請各個不同年齡層、職業、有使用Instagram平台的受測者觀看網紅自我揭露程度的貼文，透過問卷調查和數據分析，驗證結果顯示，「自我一致性」正向影響「感知真實性」、「感知真實性」正向影響「購買意願」、「自我一致性」正向影響「購買意願」、「感知真實性」會在「自我一致性」與「購買意願」產生中介效果、「自我揭露」作為「自我一致性」與「感知真實性」的調節作用，「大小網紅」作為「自我一致性」與「感知真實性」的調節作用中未顯著，因此本研究針對研究結果，期望未來網紅品牌形象經營上能提供有效建議，以及對未來研究人員提供參考及相關建議。

關鍵詞：大小網紅，自我揭露，自我一致性，感知真實性，購買意願

摘要(英)

In today′s digital age, influencers have emerged as a new type of influential figures in the realm of self-media. Through the internet, social media, and video platforms, influencers swiftly establish and cultivate their online presence, attracting consumers by extensively disclosing their thoughts, feelings, and life experiences. The purpose of this study is to explore whether the self-disclosure behavior of influencers on the Instagram community platform affects consumers and subsequently influences their purchase intentions. We not only focus on influencers′ self-disclosure behavior but also delve into another crucial concept: the impact of consumers′ perceived self-consistency and perceived authenticity of influencers′ self-disclosure content on the formation of their purchase intentions. A series of experiments will be conducted, involving participants from different age groups, occupations, and Instagram users, who will be exposed to influencer posts varying in the degree of self-disclosure. Through questionnaire surveys and data analysis, the findings will validate that "self-consistency" positively influences "perceived authenticity," "perceived authenticity" positively influences "purchase intentions," and "self-consistency" positively influences "purchase intentions." Moreover, perceived authenticity will mediate the relationship between self-consistency and purchase intentions. The moderating effect of "self-disclosure" on "self-consistency" and "perceived authenticity" will be examined, while the moderating effect of "influencer size" (small vs. large) on "self-consistency" and "perceived authenticity" will not be significant. Based on these research findings, it is expected that effective recommendations can be provided for the management of influencer brand image in the future, and relevant suggestions can be offered to researchers in this field.

Keywords: Self-congruity, Perceived authenticity, Purchase intention,Self-disclosure, Key Opinion Leade,Instagram

關鍵字(中)

★ 大小網紅
★ 自我揭露
★ 自我一致性
★ 感知真實性
★ 購買意願

關鍵字(英)

★ Self-congruity
★ Perceived authenticity
★ Purchase intention
★ Self-disclosure
★ Key Opinion Leade,Instagram

論文目次

目錄
摘要 iv
Abstract v
致謝 vi
目錄 vii
圖目錄 ix
表目錄 x
一、緒論 1
1-1研究背景 1
1-2研究目的 2
1-3研究動機與預期貢獻 4
二、文獻探討 5
2-1自我一致性 (Self-congruity ) 5
2-2感知真實性 (Perceived authenticity) 6
2-3購買意願 (Purchase intention) 7
2-4自我揭露 (Self-disclosure） 9
2-5大小網紅 11
三、研究方法 13
3-1研究對象與樣本發放 13
3-2問卷設計 14
3-3實驗設計 14
3-3-1大網紅、小網紅(微型網紅) 15
3-3-2自我揭露程度文案設計 16
3-3-3購買意願貼文文案設計 18
3-4變量衡量方式 19
3-4-1網紅貼文自我揭露程度 19
3-4-2感知真實性 21
3-4-3自我一致性 22
3-4-4購買意願 23
3-5控制變數 24
3-6分析方法 24
3-6-1敘述性統計與相關分析 24
3-6-2信度分析 25
3-6-3效度分析 25
四、資料分析與研究結果 27
4-1敘述性統計分析 27
4-2正式實驗之操弄性檢定 30
4-3相關分析 30
4-4信度分析 32
4-5建構效度分析 32
4-5-1收斂效度 32
4-5-2區別效度 35
4-6中介與調節效果分析 36
5-1研究貢獻 40
5-1-1自我一致性、感知真實性與購買意願之關係 40
5-1-2感知真實性在自我一致性與購買意願之間是否具有中介效果 42
5-1-3自我揭露、大小網紅作為調節變數，探討如何影響購買意願 42
5-2實務建議 44
5-3研究限制與後續研究建議 45
參考文獻 46
一、英文文獻 46
二、中文文獻 51
附錄一、研究問卷 52
問卷A 52
問卷B 64
問卷C 76
問卷D 88

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指導教授

李憶萱

審核日期

2023-7-18

推文