你傾訴越多我越喜歡？Instagram上的擬社會互動與感知真實性－探討網紅類型與自我揭露的影響

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陳韻方(Yun-Fang Chen) 查詢紙本館藏

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你傾訴越多我越喜歡？Instagram上的擬社會互動與感知真實性－探討網紅類型與自我揭露的影響

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摘要(中)

網紅行銷市場的趨勢與成長，是企業品牌在行銷產品時越來越重視的宣傳管道之一。消費者很重視網紅的生活態度與價值觀，對於網紅代言也更加重視客觀與真實感。對於網紅而言，究竟該如何塑造社群中的獨特風格並保有類似朋友間的真實性，是讓網紅行銷能發揮最佳廣告效果的一大關鍵，本研究試圖回答「網紅類型與自我揭露程度的差異，是否會影響消費者與網紅間的擬社會互動與感知真實性，進而影響網紅代言的廣告效果」。
本研究分為三個部份進行探討，第一部份探討網紅與消費者的擬社會互動與感知真實性是否會對於廣告效果產生影響；第二部份探討網紅類型（微型網紅與大型網紅）的差異對於對擬社會互動、感知真實性與廣告效果之調節效果；第三部份探討自我揭露程度（自我揭露程度高與自我揭露程度低）的差異對於對擬社會互動、感知真實性與廣告效果之調節效果。
本研究採用實驗法，2網紅類型（大型網紅vs.微型網紅）x 2自我揭露程度（自我揭露程度高 vs, 自我揭露程度低）之組間實驗設計。採用結構方程模型進行分析，以網路問卷方式收集資料。總計回收770份有效問卷，問卷回收後利用統計軟體SPSS 21、AMOS 21進行資料分析與假設驗證。本研究有以下發現：（1）擬社會互動對於感知真實性有正向影響（2）感知真實性對於廣告效果有正向影響（3）網紅類型對於擬社會互動與感知真實性間有調節效果（4）自我揭露對於擬社會互動與感知真實性間有調節效果（5）自我揭露對於感知真實性與產品態度、購買意願間有調節效果。
本研究之研究貢獻分為四個部分，首先，本研究由全面性觀點切入結合現今網紅行銷的趨勢加以探討，補足過往研究多由單一面向切入之缺口，給予企業主與網紅實務上之見解與建議；第二，證實社群媒體能有效促進網紅與消費者間的擬社會互動與感知真實性，並且對廣告效果產生正向影響；第三，將網紅類型作為調節變數，證實微型網紅相較於大型網紅更能有效促進擬社會互動與感知真實性，填補過去針對網紅類型如何影響消費者心理、態度與行為之研究缺口；第四，將自我揭露作為調節變數，證實自我揭露程度越高就越能與消費者產生更高的擬社會互動與感知真實性，進而提升網紅代言時消費者對於產品態度與購買意願的正向影響，不僅拓展社會滲透理論與社會交換理論於網紅行銷的研究，也探討自我揭露深度的影響，發展與過往不同的研究視角。

摘要(英)

In the realm of product marketing, influencer marketing has emerged as a prominent channel that brands increasingly value. Consumers place great importance on influencers′ lifestyles and values, seeking objectivity and authenticity in influencer endorsements. For influencers, crafting an unique style within their community while maintaining a sense of genuine friendship is a key factor in maximizing the effectiveness of influencer marketing. This research aims to address the question, "Does the difference in influencer types and self-disclosure levels impact parasocial interaction and perceived authenticity between consumers and influencers, subsequently affecting the advertising effectiveness of influencer endorsements?"
The study is divided into three parts: the first part investigates the influence of parasocial interaction and perceived authenticity on advertising effectiveness; the second part examines how influencer types (micro-influencers and macro-influencers) moderate the relationship between parasocial interaction, perceived authenticity, and advertising effectiveness, and the third part explores how self-disclosure levels (high and low) moderate the same relationships.
2 (Influencer Type: Macro-influencer vs. Micro-influencer) x 2 (Self-Disclosure Level: High vs. Low) between-group experimental design is employed in this study. Structural equation modeling is used for data analysis, and data are collected through online surveys. A total of 770 valid responses are collected and analyzed using SPSS 21 and AMOS 21 for hypothesis testing.
The findings of this study are as follows: (1) Parasocial interaction positively influences perceived authenticity. (2) Perceived authenticity positively affects advertising effectiveness. (3) Influencer type moderates the relationship between parasocial interaction and perceived authenticity. (4) Self-disclosure moderates the relationship between parasocial interaction and perceived authenticity. (5) Self-disclosure moderates the relationship between perceived authenticity and product attitudes as well as purchase intention.
The research contributions can be summarized in four aspects. Firstly, the study fills a gap in previous research by adopting a comprehensive perspective and addressing the current trends in influencer marketing, providing practical insights and recommendations for both brands and influencers. Secondly, it confirms that social media effectively facilitates parasocial interaction and perceived authenticity between influencers and consumers, positively impacting advertising effectiveness. Thirdly, by considering influencer type as a moderating variable, the research demonstrates that micro-influencers are more effective in promoting parasocial interaction and perceived authenticity, bridging the gap in understanding how influencer types influence consumer psychology, attitudes, and behaviors. Lastly, by examining self-disclosure as a moderating variable, the study confirms that higher levels of self-disclosure lead to stronger parasocial interaction and perceived authenticity with consumers, subsequently enhancing the positive impact of influencer endorsements on consumer product attitudes and purchase intentions. This not only expands the application of social penetration theory and social exchange theory in influencer marketing research but also explores the impact of different levels of self-disclosure, offering a novel perspective compared to previous studies.

關鍵字(中)

★ 網紅代言
★ 網紅類型
★ 自我揭露
★ 擬社會互動
★ 感知真實性
★ 廣告態度
★ 產品態度
★ 購買意願

關鍵字(英)

★ influencer endorsements
★ influencer type
★ self-disclosure
★ parasocial interaction
★ perceived authenticity
★ advertising attitudes
★ product attitudes
★ purchase intention

論文目次

摘要 i
Abstract iii
致謝辭 v
目錄 vi
圖目錄 x
表目錄 xi
一、緒論 1
1-1 研究背景 1
1-2 研究目的 3
1-3 研究動機與預期貢獻 7
二、文獻探討與研究假設 10
2-1 社群媒體與網紅行銷 10
2-1-1 網紅定義 10
2-1-2 網紅代言 11
2-2 擬社會互動 12
2-2-1 擬社會互動定義 12
2-2-2 擬社會互動相關研究 13
2-3 感知真實性 15
2-3-1 感知真實性之定義 15
2-4 廣告效果 17
2-4-1 廣告態度 17
2-4-2 產品態度 18
2-4-3 購買意願 18
2-5 感知真實性與廣告效果之相關研究 19
2-6 網紅類型與相關研究 21
2-6-1 網紅類型調節作用 24
2-7 自我揭露 26
2-7-1 自我揭露定義及相關研究 26
2-7-2 自我揭露理論 27
2-7-3 自我揭露於社群媒體之相關研究 29
2-7-4 自我揭露調節作用 32
2-8 研究架構圖 35
三、研究方法 36
3-1 研究對象與樣本發放 36
3-2 實驗法 37
3-2-1 實驗設計 37
3-2-1-1 網紅挑選與設計 37
3-2-1-2 產品挑選與設計 38
3-2-1-3 自變項定義與操弄 40
3-2-1-3-1 網紅類型(大型網紅 vs. 微型網紅) 40
3-2-1-3-2自我揭露程度(自我揭露程度高 vs. 自我揭露程度低) 41
3-3 問卷設計與變項衡量 45
3-3-1 自我揭露 45
3-3-2 感知真實性 47
3-3-3 擬社會互動 48
3-3-4 廣告態度 49
3-3-5 產品態度 50
3-3-6 購買意願 50
3-3-7 控制變數 51
3-4 實驗測量 52
3-4-1自我揭露貼文前測 52
3-4-2 實驗程序 53
3-5 分析方法 54
3-5-1 敘述性統計與相關分析 55
3-5-2 因素分析 55
3-5-3 信度分析 56
3-5-4 效度分析 56
3-5-5 結構方程模型 56
四、資料分析與研究結果 58
4-1 樣本結構與敘述性統計分析 58
4-2 正式實驗之操弄性檢定 61
4-2-1 自我揭露程度之操弄檢定 61
4-2-2 網紅類型之操弄檢定 61
4-3 相關分析 62
4-4 信度分析 64
4-5 建構效度分析 64
4-5-1 收斂效度 65
4-5-2 區別效度 66
4-6 共同方法變異分析 67
4-7 結構方程模型 68
4-7-1 結構模式適配度 68
4-7-2 路徑係數分析 70
4-7-3 多群組分析 74
4-7-3-1 網紅類型調節效果評估 74
4-7-3-2 自我揭露調節效果評估 77
4-7-3-3 網紅類型與自我揭露調節效果評估 79
4-8 中介與調節效果分析 81
五、結論與建議 84
5-1研究結果與研究意涵 85
5-1-1 擬社會互動與感知真實性對於廣告效果的影響 85
5-1-1-1 擬社會互動與感知真實性 85
5-1-1-2 感知真實性與廣告效果 86
5-1-2 網紅類型的調節效果 86
5-1-2-1 網紅類型對於擬社會互動與感知真實性之間的調節效果 86
5-1-2-2 網紅類型對於感知真實性與廣告效果之間的調節效果 87
5-1-3 自我揭露的調節效果 89
5-1-3-1 自我揭露對於擬社會互動與感知真實性之間的調節效果 89
5-1-3-2 自我揭露對於感知真實性與廣告效果之間的調節效果 90
5-1-4 網紅類型與自我揭露調節效果 91
5-2 研究貢獻 92
5-3 實務意涵 95
5-4 研究限制與後續研究建議 97
參考文獻 99
附錄－研究問卷 117

圖目錄
圖1、網紅圖片 38
圖2、產品圖片 40
圖3、產品貼文設計 40
圖4、網紅Instagram主頁面設計 41
圖5、自我揭露程度高之貼文 44
圖6、自我揭露程度低之貼文 45
圖7、結構模式路徑估計圖 71
圖8、依變項為購買意願之中介分析圖 81
圖9、交互作用圖 79

表目錄
表1、產品文案 39
表2、自我揭露之文案 42
表3、「自我揭露」之操作性定義及衡量題項 46
表4、「感知真實性」之操作性定義及衡量題項 47
表5、「擬社會互動」之操作性定義及衡量題項 48
表6、「廣告態度」之操作性定義及衡量題項 49
表7、「產品態度」之操作性定義及衡量題項 50
表8、「購買意願」之操作性定義及衡量題項 51
表9、前測貼文 53
表10、網紅介紹之文字說明 54
表11、各實驗組之有效樣本分佈表 58
表12、有效樣本之基本資料分析 59
表13、變數之敘述性統計與相關係數表 63
表14、變數量表之Cronbach’s α係數 64
表15、變數之收斂效度分析 65
表16、區別效度分析矩陣 67
表17、整體模式適配度指標檢定表 69
表18、結構模式直接路徑估計表 72
表19、網紅類型調節效果於自我揭露高情境中之多群組比較表 75
表20、網紅類型調節效果於自我揭露低情境中之多群組比較表 76
表21、自我揭露調節效果於大型網紅情境中之多群組比較表 78
表22、自我揭露調節效果於微型網紅情境中之多群組比較表 78
表23、大型網紅x自我揭露高與微型網紅x自我揭露低之多群組比較表 80
表24、大型網紅x自我揭露低與微型網紅x自我揭露高之多群組比較表 80
表25、中介調節分析表 83
表26、研究假設驗證 84

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指導教授

李憶萱

審核日期

2023-8-16

推文