博碩士論文 110421036 詳細資訊




以作者查詢圖書館館藏 以作者查詢臺灣博碩士 以作者查詢全國書目 勘誤回報 、線上人數:83 、訪客IP:3.144.101.75
姓名 梁永欣(LIANG, YONG-XIN)  查詢紙本館藏   畢業系所 企業管理學系
論文名稱 VKOL 與追隨者的購買意圖關係之研究-HLM 模型
(Relationship Between VKOL and Followers′ Purchase Intention - HLM Model)
相關論文
★ 二氧化鈦技術生命週期之研究★ 整體後勤業參與同步工程於產品開發績效關係之研究—以中科院為例
★ 筆記型電腦之IFA/PIFA天線技術生命週期分析★ 國籍航空公司經營績效分析-以資料包絡分析方法分析
★ 從專利分析看3D IC技術與市場發展★ 影響企業導入電子發票系統成效之因素探討
★ 影響企業導入數位學習成功因素之探討-以個案公司為例★ 產品生命週期管理系統導入成功要素之探討--以S科技公司為例--
★ 組織創新能力影響因素研究★ 製 造 業 閒 置 資 產 轉 售 平 台 製造業閒置資產轉售平台-以廣達電腦股份有限公司為例
★ 供應商先行者優勢探討-以宸鴻科技為例★ 團隊領導者創新特質與開放式創新專案關係之研究
★ 從商業生態系統談樞紐者策略-以Apple 與Nokia 為例★ 個人電腦的競爭與發展策略-以台灣電子產業為例
★ 應用兩階段資料包絡分析法評估高級職業學校之經營績效★ ERP導入的促進因素:使用者觀點
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 (2029-6-30以後開放)
摘要(中) 虛擬關鍵意見領袖 (VKOL) 的應用在人工智能 (AI) 和電腦製作圖像 (CGI) 等製作技術不斷進步下迅速崛起,其應用廣泛擴展到各行各業當中,使品牌營收得到顯著的成長。近年 VKOL 亦逐漸被大量運用在品牌行銷上,藉由 VKOL 的特徵促進追隨者的沉浸式體驗,進而強化購買意圖。現今各個領域中亦不約而同的在行銷應用上與 VKOL 合作,增強與大眾的連結。
本研究整合 VKOL 特徵及追隨者沉浸式體驗對追隨者購買意圖之影響。研究透過階層線性模式 (HLM) 建構購買意圖影響模式。研究對象為虛擬關鍵意見領袖的追隨者,共有 818 筆樣本,依照各個 VKOL 分為 30 個群體。實證結果顯示人們會受 VKOL 特徵而影響自己的沉浸式體驗,尤其是 VKOL 的真實性能夠強烈影響大眾的內容滿足和情感依戀,進而正向影響購買意圖。然而,感知互動性的群體變數顯著影響內容滿足,亦即互動性對人們的理性層面影響更大。研究結果對企業界與學術界提出有效建議。
摘要(英) Virtual Key Opinion Leader (VKOL) applications are rapidly emerging due to the advancement of technologies such as artificial intelligence (AI) and computer-generated imagery (CGI), which are being used across a wide range of industries to drive significant revenue growth for brands. In recent years, VKOL is also being used in brand marketing to promote an immersion experience for followers and reinforces purchase intention through the characteristics of VKOL. Various fields are also collaborating with VKOL in marketing to strengthen the connection with the public.
This study integrates the impact of VKOL characteristics and immersion experience on followers′ purchase intention. The study constructs the purchase intention influence model through the Hierarchical Linear Model (HLM). A total of 818 samples were collected from
followers of virtual key opinion leaders, divided into 30 groups according to each VKOL. The research results show that people′s immersion experience is influenced by the characteristics of VKOL. Authenticity of VKOL can strongly influence the content gratification and emotional attachment of the people, which in turn positively affects purchase intention. However, the group variable of perceived interactivity significantly affects content gratification. In other words, interactivity has a greater impact on followers’ rational level. The results of the study suggest effective recommendations for business and academia.
關鍵字(中) ★ 購買意圖
★ 虛擬關鍵意見領袖
★ 沉浸式體驗
★ HLM 模型
關鍵字(英) ★ Purchase Intention
★ VKOL
★ Immersion Experience
★ HLM model
論文目次 目錄
摘要 i
ABSTRACT ii
誌謝 iii
圖目錄 vi
表目錄 vi
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研究流程 5
第二章 文獻探討 6
2-1虛擬關鍵意見領袖 (VKOL) 6
2-2 VKOL特徵 11
2-2-1專業知識 11
2-2-2真實性 12
2-2-3感知互動性 12
2-3沉浸式體驗 13
2-3-1內容滿足 (理性) 13
2-3-2情感依戀 (感性) 15
2-4購買意圖 17
第三章 研究方法 19
3-1研究架構與假說推論 19
3-1-1 VKOL特徵與沉浸式體驗 20
3-1-2沉浸式體驗與購買意圖 23
3-1-3感知互動性影響沉浸式體驗 24
3-2操作性定義與問卷設計 25
3-3研究對象與資料蒐集 29
3-4統計方法分析 31
3-4-1樣本資料分析 31
3-4-2信度檢定 31
3-4-3效度檢定 32
3-4-4假設驗證 33
第四章 資料分析與研究驗證 37
4-1敘述性統計分析 37
4-1-1樣本基本資料分析 37
4-1-2填答者之經驗分析 38
4-1-3研究構面敘述性統計分析 39
4-2信效度分析 42
4-2-1信度分析 42
4-2-2效度分析 43
4-2-3研究模型之配適度檢定 46
4-3階層線性模式 48
4-3-1聚合檢定(Aggregate) 49
4-3-2階層線性模式分析 51
4-4迴歸分析 56
4-5假設檢定結果與討論 57
4-5-1 VKOL特徵與沉浸式體驗的假說結果 57
4-5-2沉浸式體驗與購買意圖的假說結果 58
4-5-3感知互動性與沉浸式體驗的假說結果 59
第五章 結論與建議 61
5-1結論 61
5-2研究意涵 62
5-2-1學術意涵 62
5-2-2實務建議 63
5-3研究限制與建議 65
5-3-1研究限制 65
5-3-2後續研究建議 65
參考文獻 67
附錄 問卷 78
參考文獻 林鉦棽. (2005). 組織公民行為之跨層次分析: 層級線性模式的應用. 管理學報, 22(4), 503-524.
莊閔棻 (2023年1月3日)。不用擔心負面新聞,中國企業愛雇用「虛擬人物」。科技島(Tech Nice) https://www.technice.com.tw/issues/ai/32563/
陳琬樺 (2023年1月5日)。虛擬影響者完美排除醜聞、也不會撞檔期!明知是假的,為何消費者會買單?數位時代(Business Next) https://www.bnext.com.tw/article/73602/virtual-influencer-rising
傅珮晴、蘇柔瑋 (2023年3月8日)。虛擬KOL跟一般網紅差在哪?不只Z世代追捧、還能創造5千億美元市場?數位時代(Business Next)。https://ynews.page.link/GCDTC
溫福星. (2006). 階層線性模式─ 原理, 方法與應用, 初版, 台北: 雙葉書廊. Wen, Fur-Hsing.
維基百科 (2022年12月2日)。理性。維基百科 (Wikipedia)。
https://zh.wikipedia.org/zh-tw/%E7%90%86%E6%80%A7
維基百科 (2023年4月28日)。感性。維基百科 (Wikipedia)。
https://zh.wikipedia.org/zh-tw/%E6%84%9F%E6%80%A7
Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 34(3), 347-356.
Acikgoz, F., & Burnaz, S. (2021). The influence of′influencer marketing′on YouTube influencers. International Journal of Internet Marketing and Advertising, 15(2), 201-219.
Ahn, T., Hong, M., & Pedersen, P. M. (2014). Effects of perceived interactivity and web organization on user attitudes. European sport management quarterly, 14(2), 111-128.
Ainsworth, M. D. S. (1978). The bowlby-ainsworth attachment theory. Behavioral and brain sciences, 1(3), 436-438.
Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological bulletin, 84(5), 888.
Aladwani, A.M. & Palvia, P.C. (2002). Developing and validating an instrument for measuring user‐perceived web quality. Information & Management, Vol. 39 No. 6, pp. 467‐76.
AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & Al-Haddad, S. (2021). Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy.
Alotaibi, T. S., Alkhathlan, A. A., & Alzeer, S. S. (2019). Instagram shopping in Saudi Arabia: what influences consumer trust and purchase decisions?. International Journal of Advanced Computer Science and Applications, 10(11).
Arsenyan, J., & Mirowska, A. (2021). Almost human? A comparative case study on the social media presence of virtual influencers. International Journal of Human-Computer Studies, 155, 102694.
Audrezet, A., De Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of business research, 117, 557-569.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.
Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70, 103149.
Barton, K. M. (2009). Reality television programming and diverging gratifications: The influence of content on gratifications obtained. Journal of Broadcasting & Electronic Media, 53(3), 460-476.
Beverland, M. B., & Farrelly, F. J. (2010). The quest for authenticity in consumption: Consumers’ purposive choice of authentic cues to shape experienced outcomes. Journal of consumer research, 36(5), 838-856.
Bliese, P. D., Halverson, R. R., & Schriesheim, C. A. (2002). Benchmarking multilevel methods in leadership: The articles, the model, and the data set. The Leadership Quarterly, 13(1), 3-14.
Bolger, N., & Laurenceau, J. P. (2013). Intensive longitudinal methods: An introduction to diary and experience sampling research. Guilford press.
Bollen, K. A. (1989). Structural equations with latent variables. New York, NY: Wiley.
Bowlby, J. (1969). Disruption of affectional bonds and its effects on behavior. Canada′s mental health supplement.
Browne, M, W., & Cudeck, R. (1993). Alternative ways of assessing model fit. Sociological Methods & Research, 21(2), 230–258.
Bu, Y., Parkinson, J., & Thaichon, P. (2022). Influencer marketing: Homophily, customer value co-creation behaviour and purchase intention. Journal of Retailing and Consumer Services, 66, 102904.
Burton, J. L., Mosteller, J. R., & Hale, K. E. (2020). Using linguistics to inform influencer marketing in services. Journal of Services Marketing.
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2017). Understanding consumer interaction on instagram: The role of satisfaction, hedonism, and content characteristics. Cyberpsychology, Behavior, and Social Networking, 20(6), 369-375.
Černikovaitė, M. (2019). The impact of Influencer marketing on consumer buying behavior in social networks. Contemporary Issues in Business, Management and Economics Engineering, 805-812.
Chang, C. L. H., & Wu, S. (2021). Social network service based on ABC theory. Human Systems Management, 40(4), 535-547.
Cheng, M. T., She, H. C., & Annetta, L. A. (2015). Game immersion experience: its hierarchical structure and impact on game‐based science learning. Journal of computer assisted learning, 31(3), 232-253.
Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers′ purchase intention. Journal of Fashion Marketing and Management: An International Journal, 24(3), 361-380.
Cheung, F., & Leung, W. F. (2021). Virtual influencer as celebrity endosers. University of South Florida (USF) M3 Publishing, 5(2021), 44.
Cheung, M. L., Leung, W. K., Yang, M. X., Koay, K. Y., & Chang, M. K. (2022). Exploring the nexus of social media influencers and consumer brand engagement. Asia Pacific Journal of Marketing and Logistics.
Chidiac, D., & Bowden, J. (2022). When media matters: the role of media richness and naturalness on purchase intentions within influencer marketing. Journal of Strategic Marketing, 1-21.
Cohen, J. (1988). Stafisfical power analysis for the social sciences.
Cohen, J., Cohen, P., West, S. G., & Aiken, L. S. (2013). Applied multiple regression/correlation analysis for the behavioral sciences. Routledge.
Cui, N., Wang, T., & Xu, S. (2010). The influence of social presence on consumers’ perceptions of the interactivity of web sites. Journal of interactive advertising, 11(1), 36-49.
Cut Nurvajri, T. R., Yunus, M., & Chan, S. (2022). The Effect of Content Marketing and Social Media Influencer on Customer Satisfaction and Their Impact On Online Repurchase Intention During The Covid-19 Pandemic.
da Costa, I. O. M. (2019). The impact of influencer marketing on consumer purchase intentions and brand attitude: the instagrammers (Doctoral dissertation, ISCTE-Instituto Universitario de Lisboa (Portugal)).
da Silva Oliveira, A. B., & Chimenti, P. (2021). " Humanized Robots": A Proposition of Categories to Understand Virtual Influencers. Australasian Journal of Information Systems, 25.
Dillon, W. R., & Goldstein, M. (1984). Multivariate analysis: Methods and applications. New York (NY): Wiley, 1984.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing research, 28(3), 307-319.
Ellis, A. (1991). The revised ABC′s of rational-emotive therapy (RET). Journal of rational-emotive and cognitive-behavior therapy, 9(3), 139-172.
Erlinghagen, M. (2008). Self-perceived job insecurity and social context: A multi-level analysis of 17 European countries. European Sociological Review, 24(2), 183-197.
Farivar, S., Wang, F., & Yuan, Y. (2021). Opinion leadership vs. para-social relationship: Key factors in influencer marketing. Journal of Retailing and Consumer Services, 59, 102371.
Fedorikhin, A., Park, C. W., & Thomson, M. (2008). Beyond fit and attitude: The effect of emotional attachment on consumer responses to brand extensions. Journal of Consumer Psychology, 18(4), 281-291.
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics.
Frasquet, M., Descals, A. M., & Ruiz-Molina, M. E. (2017). Understanding loyalty in multichannel retailing: the role of brand trust and brand attachment. International Journal of Retail & Distribution Management.
Gong, W. (2020). Effects of parasocial interaction, brand credibility and product involvement on celebrity endorsement on microblog. Asia Pacific Journal of Marketing and Logistics.
Guilford, J. P. (1965). The minimal phi coefficient and the maximal phi. Educational and psychological measurement, 25(1), 3-8.
Hair, J.F., Tatham, R.L., Anderson, R.E., & Black, W. (1998), Multivariate data analysis, (Fifth Edition). Prentice Hall, Upper Saddle River: New Jersey
Hewei, T., & Youngsook, L. (2022). Factors affecting continuous purchase intention of fashion products on social E-commerce: SOR model and the mediating effect. Entertainment Computing, 41, 100474.
Hoffman, D., Haenlein, M., Stephen, A., van Doorn, J., & Leban, M. (2021). Robots, AI, and Virtual Influencers, Oh My!: The Role of Anthropomorphism and Social Influences on Consumer Response to AI. In The 50th EMAC Annual Conference 2021 (p. 102338). European Marketing Academy. EMAC.
Horton, D., & Richard Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. psychiatry, 19(3), 215-229.
Hox, J. J. (1995). Applied multilevel analysis. TT-publikaties.
Hsiao, K. L., Chen, C. C., Lin, K. Y., & Hsu, H. Y. (2022). What drives online-to-offline purchase intention in a VR store? An examination of affective and cognitive factors. Quality & Quantity, 1-23.
Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55.
Ilicic, J., & Webster, C. M. (2011). Effects of multiple endorsements and consumer–celebrity attachment on attitude and purchase intention. Australasian Marketing Journal, 19(4), 230-237.
Isyanto, P., Sapitri, R. G., & Sinaga, O. (2020). Micro influencers marketing and brand image to purchase intention of cosmetic products focallure. Systematic Reviews in Pharmacy, 11(1), 601-605.
James, L. R., Mulaik, S. A., & Brett, J. M. (1982). Causal analysis: Assumptions, models, and data (Vol. 1). Beverly Hills, CA: Sage.
Jennett, C., Cox, A. L., Cairns, P., Dhoparee, S., Epps, A., Tijs, T., & Walton, A. (2008). Measuring and defining the experience of immersion in games. International journal of human-computer studies, 66(9), 641-661.
Jun, S., & Yi, J. (2020). What makes followers loyal? The role of influencer interactivity in building influencer brand equity. Journal of Product & Brand Management, 29(6), 803-814.
Kadekova, Z., & Holienčinova, M. (2018). Influencer marketing as a modern phenomenon creating a new frontier of virtual opportunities. Communication Today, 9(2).
Karunanayake, T., & Madubashini, C. (2019). The influence of user generated content on purchase intention of automobiles in Sri Lanka. Asian Social Science, 15(6), 44-58.
Kay, S., Mulcahy, R., Sutherland, K., & Lawley, M. (2022). Disclosure, content cues, emotions and behavioural engagement in social media influencer marketing: an exploratory multi-stakeholder perspective. Journal of Marketing Management, 1-35.
Khamis, S., Ang, L., & Welling, R. (2017). Self-branding,‘micro-celebrity’and the rise of social media influencers. Celebrity studies, 8(2), 191-208.
Ki, C. W. C., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business research, 65(10), 1480-1486.
Kim, M., & Baek, T. H. (2022). I’ll follow the fun: The extended investment model of social media influencers. Telematics and Informatics, 74, 101881.
King, R., & De La Hera, T. (2020). Fortnite streamers as influencers: A study on gamers’ perceptions. The Computer Games Journal, 9(4), 349-368.
Klein, K. J., & Kozlowski, S. W. (2000). From micro to meso: Critical steps in conceptualizing and conducting multilevel research. Organizational research methods, 3(3), 211-236.
Kowalczyk, C. M., & Pounders, K. R. (2016). Transforming celebrities through social media: the role of authenticity and emotional attachment. Journal of Product & Brand Management.
Kreft, Ita, G.G. (1996). Are Multilevel Techniques Necessary? An Overview, Including Simulation Studies. California State University, Los Angeles.
Ladhari, R., Massa, E., & Skandrani, H. (2020). YouTube vloggers’ popularity and influence: The roles of homophily, emotional attachment, and expertise. Journal of Retailing and Consumer Services, 54, 102027.
Lau, M. M., Ng, P. M. L., Chan, E. A. H., & Cheung, C. T. Y. (2023). Examining purchase intention for luxury fashion: integrating theory of reasoned action, with affect-behavior-cognition (ABC) model, identity and social identity theories. Young Consumers, 24(1), 114-131.
Lê Giang Nam, H. T. D. (2018). Impact of social media Influencer marketing on consumer at Ho Chi Minh City. The International Journal of Social Sciences and Humanities Invention, 5(05), 4710-4714.
Lee, J. H., & Lee, C. F. (2019). Extension of TAM by perceived interactivity to understand usage behaviors on ACG social media sites. Sustainability, 11(20), 5723.
Lee, J. K. (2021). The effects of team identification on consumer purchase intention in sports influencer marketing: The mediation effect of ad content value moderated by sports influencer credibility. Cogent Business & Management, 8(1), 1957073.
Lee, Y. J., Ha, S., & Johnson, Z. (2019). Antecedents and consequences of flow state in e-commerce. Journal of Consumer Marketing, 36(2), 264-275.
Li, M., Hua, Y., & Zhu, J. (2021). From interactivity to brand preference: the role of social comparison and perceived value in a virtual brand community. Sustainability, 13(2), 625.
Li, W. K., Monroe, K. B., & Chan, D. K. (1994). The effects of country of origin, brand, and price information: a cognitive-affective model of buying intentions. ACR North American Advances.
Li, Y., & Peng, Y. (2021). Influencer marketing: purchase intention and its antecedents. Marketing Intelligence & Planning.
Liao, Y. K., Wu, W. Y., & Pham, T. T. (2020). Examining the moderating effects of green marketing and green psychological benefits on customers’ green attitude, value and purchase intention. Sustainability, 12(18), 7461.
Lin, L. Y., & Lu, C. Y. (2010). The influence of corporate image, relationship marketing, and trust on purchase intention: the moderating effects of word‐of‐mouth. Tourism review, 65(3), 16-34.
Liu, J., Zhang, Z., Qi, J., Wu, H., & Chen, M. (2019). Understanding the impact of opinion leaders’ characteristics on online group knowledge-sharing engagement from in-group and out-group perspectives: Evidence from a Chinese online knowledge-sharing community. Sustainability, 11(16), 4461.
Liu, W., & Shih, H. P. (2021). How do search-based and experience-based information matter in the evaluation of user satisfaction? The case of TripAdvisor. Aslib Journal of Information Management.
Lou, C. (2022). Social media influencers and followers: Theorization of a trans-parasocial relation and explication of its implications for influencer advertising. Journal of Advertising, 51(1), 4-21.
Lou, C., & Kim, H. K. (2019). Fancying the new rich and famous? Explicating the roles of influencer content, credibility, and parental mediation in adolescents’ parasocial relationship, materialism, and purchase intentions. Frontiers in Psychology, 10, 2567.
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of interactive advertising, 19(1), 58-73. Volume 19, 2019 - Issue 1, pages 58-73.
Lou, C., Kiew, S. T. J., Chen, T., Lee, T. Y. M., Ong, J. E. C., & Phua, Z. (2022). Authentically Fake? How Consumers Respond to the Influence of Virtual Influencers. Journal of Advertising, 1-18.
Lu, Z., Shen, C., Li, J., Shen, H., & Wigdor, D. (2021, May). More kawaii than a real-person live streamer: understanding how the otaku community engages with and perceives virtual YouTubers. In Proceedings of the 2021 CHI Conference on Human Factors in Computing Systems (pp. 1-14).
Malik, A. Z., Thapa, S., & Paswan, A. K. (2022). Social media influencer (SMI) as a human brand–a need fulfillment perspective. Journal of Product & Brand Management, (ahead-of-print).
Malik, M. F., Akhtar, M., ur Rehman, Z., Mehmood, K., & Hafeez, M. (2022). Factors Affecting the Consumer Satisfaction with the Role of Social Media Influencers in Ready to Wear Clothing Brands. Journal of Policy Research, 8(3), 71-80.
Manwaring, K. C., Larsen, R., Graham, C. R., Henrie, C. R., & Halverson, L. R. (2017). Investigating student engagement in blended learning settings using experience sampling and structural equation modeling. The Internet and Higher Education, 35, 21-33.
Martensen, A., Brockenhuus-Schack, S., & Zahid, A. L. (2018). How citizen influencers persuade their followers. Journal of Fashion Marketing and Management: An International Journal.
Marwick, A. (2013, July). They’re really profound women, they’re entrepreneurs’: Conceptions of authenticity in fashion blogging. In 7th international AIII conference on weblogs and social media (ICWSM) (Vol. 2011, pp. 1-8).
Marwick, A., & Boyd, D. (2011). To see and be seen: Celebrity practice on Twitter. Convergence, 17(2), 139-158.
Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246.
Mattke, J., Maier, C., Reis, L., & Weitzel, T. (2020). Herd behavior in social media: The role of Facebook likes, strength of ties, and expertise. Information & Management, 57(8), 103370.
McMillan, S. J., & Hwang, J. S. (2002). Measures of perceived interactivity: An exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity. Journal of advertising, 31(3), 29-42.
Melumad, S., & Pham, M. T. (2020). The smartphone as a pacifying technology. Journal of Consumer Research, 47(2), 237-255.
Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A study of factors affecting on customers purchase intention. Journal of Multidisciplinary Engineering Science and Technology (JMEST), 2(1).
Mlodinow, L. (2022). Emotional: how feelings shape our thinking. Pantheon.
Molin, V., & Nordgren, S. (2019). Robot or human? The marketing phenomenon of virtual influencers: A case study about virtual influencers’ parasocial interaction on Instagram.
Montano, D. E., & Kasprzyk, D. (2015). Theory of reasoned action, theory of planned behavior, and the integrated behavioral model. Health behavior: Theory, research and practice, 70(4), 231.
Morgeson, F. P., & Hofmann, D. A. (1999). The structure and function of collective constructs: Implications for multilevel research and theory development. Academy of management review, 24(2), 249-265.
Moulard, J. G., Garrity, C. P., & Rice, D. H. (2015). What makes a human brand authentic? Identifying the antecedents of celebrity authenticity. Psychology & Marketing, 32(2), 173-186.
Moustakas, E., Lamba, N., Mahmoud, D., & Ranganathan, C. (2020, June). Blurring lines between fiction and reality: Perspectives of experts on marketing effectiveness of virtual influencers. In 2020 International Conference on Cyber Security and Protection of Digital Services (Cyber Security) (pp. 1-6). IEEE.
Mulaik, S. A., James, L. R., Van Alstine, J., Bennett, N., Lind, S., & Stilwell, C. D. (1989). Evaluation of goodness-of-fit indices for structural equation models. Psychological bulletin, 105(3), 430.
Müller, L., Mattke, J., & Maier, C. (2018). # Sponsored# ad: exploring the effect of influencer marketing on purchase intention.
Myers, S., Sen, S., Syrdal, H., & Woodroof, P. (2022). The impact of Persuasion knowledge cues on social media engagement: a look at pet influencer marketing. Journal of Marketing Theory and Practice, 1-18.
Nathalie, P., Irene, G., Rodriguez, O., & Siqueira, J. (2020). Purchase Intention and Purchase Behaviour Online: A cross-cultural approach. Elsevire Ltd.
Nick Baklanov (2021, December 07). The Top Virtual Instagram Influencers in 2021. HypeAuditor. https://hypeauditor.com/blog/the-top-instagram-virtual-influencers-in-2021/
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers′ perceived expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3), 39-52.
Ohanian, R. (1991). The impact of celebrity spokespersons′ perceived image on consumers′ intention to purchase. Journal of advertising Research.
Park, J., Lee, J. M., Xiong, V. Y., Septianto, F., & Seo, Y. (2021). David and Goliath: when and why micro-influencers are more persuasive than mega-influencers. Journal of Advertising, 50(5), 584-602.
Park, M. S., Shin, J. K., & Ju, Y. (2014). Social networking atmosphere and online retailing. Journal of Global Scholars of Marketing Science, 24(1), 89-107.
Park, M., & Yoo, J. (2020). Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective. Journal of Retailing and Consumer Services, 52, 101912.
Partipost (2021年2月21日)。VI崛起!真實世界防衛戰,品牌該怎麼做? https://partipost.com/tw/2021/02/22/virtual-influencer/
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6), e04284.
Pornsrimate, K., & Khamwon, A. (2021). How to convert Millennial consumers to brand evangelists through social media micro-influencers. Innovative Marketing, 17(2).
Raudenbush, S. W., & Bryk, A. S. (2002). Hierarchical linear models: Applications and data analysis methods (Vol. 1). sage.
Rizwan, M., Ahmad, S. U., & Mehboob, N. (2013). Enhancing the green purchase intention based on green marketing: an empirical study from Pakistan. Asian Journal of Empirical Research, 3(2), 208-219.
Saima, & Khan, M. A. (2020). Effect of social media influencer marketing on consumers’ purchase intention and the mediating role of credibility. Journal of Promotion Management, 27(4), 503-523.
Sánchez-Fernández, R., & Jiménez-Castillo, D. (2021). How social media influencers affect behavioural intentions towards recommended brands: the role of emotional attachment and information value. Journal of Marketing Management, 37(11-12), 1123-1147.
Scott, D. A. (2015). Conservation and authenticity: Interactions and enquiries. Studies in Conservation, 60(5), 291-305.
Seiler, R., & Kucza, G. (2017). Source credibility model, source attractiveness model and match-up-hypothesis: An integrated model. Journal of international scientific publications: economy & business, 11.
Senft, T. M. (2008). Camgirls: Celebrity and community in the age of social networks (Vol. 4). Peter Lang.
Shang, S. S., Wu, Y. L., & Sie, Y. J. (2017). Generating consumer resonance for purchase intention on social network sites. Computers in Human Behavior, 69, 18-28.
Shao, G. (2009). Understanding the appeal of user‐generated media: a uses and gratification perspective. Internet Research, 19(1), 7-25.
Snijders, T. A., & Bosker, R. J. (2011). Multilevel analysis: An introduction to basic and advanced multilevel modeling. sage.
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of retailing and consumer services, 53, 101742.
Song, H. G. (2021). A Study on Cooking Video Users’ Purchasing Behavior in UGC Platform: The Moderating Role of Self-Efficacy for Cooking. Culinary Science & Hospitality Research, 27(10), 189-200.
Stafford, T. F., Stafford, M. R., & Schkade, L. L. (2004). Determining uses and gratifications for the Internet. Decision sciences, 35(2), 259-288.
Tabachnick, B. G., & Fidell, L. S. (2001). Using Multivariate Statistics, Allyn and Bacon, Boston, MA. Using Multivariate Statistics, 4th ed. Allyn and Bacon, Boston, MA.
Thomson, M. (2006). Human brands: Investigating antecedents to consumers’ strong attachments to celebrities. Journal of marketing, 70(3), 104-119. Journal of Marketing, 70(3), 104–119.
Thomson, M., MacInnis, D. J., & Whan Park, C. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of consumer psychology, 15(1), 77-91.
Thorson, K. S., & Rodgers, S. (2006). Relationships between blogs as eWOM and interactivity, perceived interactivity, and parasocial interaction. Journal of Interactive Advertising, 6(2), 5-44.
Trivedi, J., & Sama, R. (2020). The effect of influencer marketing on consumers’ brand admiration and online purchase intentions: An emerging market perspective. Journal of Internet Commerce, 19(1), 103-124.
Van Driel, L., & Dumitrica, D. (2021). Selling brands while staying “Authentic”: The professionalization of Instagram influencers. Convergence, 27(1), 66-84.
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617-644.
Wang, H., Ding, J., Akram, U., Yue, X., & Chen, Y. (2021). An empirical study on the impact of e-commerce live features on consumers’ purchase intention: From the perspective of flow experience and social presence. Information, 12(8), 324.
Wang, K. Y., Chih, W. H., & Hsu, L. C. (2020). Building brand community relationships on Facebook fan pages: The role of perceived interactivity. International Journal of Electronic Commerce, 24(2), 211-231.
Werner Geyser (2022, July 18). KOLs | Key Opinion Leaders – What Are They And Why Should You Care? Influencer Marketing Hub. https://influencermarketinghub.com/kols-key-opinion-leader/
Wiedmann, K. P., & von Mettenheim, W. (2020). Attractiveness, trustworthiness and expertise–social influencers’ winning formula?. Journal of Product & Brand Management, 30(5), 707-725.
Xiang, L., Zheng, X., Lee, M. K., & Zhao, D. (2016). Exploring consumers’ impulse buying behavior on social commerce platform: The role of parasocial interaction. International journal of information management, 36(3), 333-347.
Xiang, Y., & Chae, S. W. (2022). Influence of perceived interactivity on continuous use intentions on the danmaku video sharing platform: Belongingness perspective. International Journal of Human–Computer Interaction, 38(6), 573-593.
Xiao, S. H., & Nicholson, M. (2013). A multidisciplinary cognitive behavioural framework of impulse buying: A systematic review of the literature. International Journal of Management Reviews, 15(3), 333-356.
Yang, J., Chuenterawong, P., Lee, H., & Chock, T. M. (2022). Anthropomorphism in CSR Endorsement: A Comparative Study on Humanlike vs. Cartoonlike Virtual Influencers’ Climate Change Messaging. Journal of Promotion Management, 1-30.
Yoong, L. C., & Lian, S. B. (2019). Customer engagement in social media and purchase intentions in the hotel industry. International Journal of academic research in business and social sciences, 9(1), 54-68.
Zach (2020, December 9). What is a Cross-Lagged Panel Design? STATOLOGY STUDY. https://www.statology.org/cross-lagged-panel-design/
Zajonc, R. B. (1984). On the Primacy of Affect, American Psyclzologist, 39, 1 17-123. Les efiers automatiques du parrainage télévisuel sur la nzarque.
Zhang, C. (2020). The why, what, and how of immersive experience. IEEE Access, 8, 90878-90888.
Zhang, X., & Choi, J. (2022). The Importance of Social Influencer-Generated Contents for User Cognition and Emotional Attachment: An Information Relevance Perspective. Sustainability, 14(11), 6676.
Zhao, X., Pan, C., Cai, J., Luo, X. R., & Wu, J. (2021). DRIVING E-COMMERCE BRAND ATTACHMENT THROUGH GREEN PACKAGING: AN EMPIRICAL INVESTIGATION. Journal of Electronic Commerce Research, 22(3), 178-198
Zhou, X., Wildschut, T., Sedikides, C., Shi, K., & Feng, C. (2012). Nostalgia: The gift that keeps on giving. Journal of Consumer Research, 39(1), 39-50.
指導教授 洪秀婉(Shiu-Wan Hung) 審核日期 2023-6-20
推文 facebook   plurk   twitter   funp   google   live   udn   HD   myshare   reddit   netvibes   friend   youpush   delicious   baidu   
網路書籤 Google bookmarks   del.icio.us   hemidemi   myshare   

若有論文相關問題,請聯絡國立中央大學圖書館推廣服務組 TEL:(03)422-7151轉57407,或E-mail聯絡  - 隱私權政策聲明