社群影響者追蹤動機對消費者行為影響之研究:以互動性、參與程度、廣告意圖為中介變數

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Title:	社群影響者追蹤動機對消費者行為影響之研究:以互動性、參與程度、廣告意圖為中介變數
Authors:	黃意軒;HSUAN, HUANG I
Contributors:	企業管理學系
Keywords:	影響者;自我身份呈現;獲取資訊;影響者認同感;參與度;互動呈度;influencer;self-presentation;information seeking;engagement;interactivity;advertising intent
Date:	2020-01-15
Issue Date:	2020-06-05 17:07:53 (UTC+8)
Publisher:	國立中央大學
Abstract:	隨著社群媒體時代的來臨，社群影響者也逐漸擴大他們的影響範圍，並且對消費者產生了很大的影響。本研究目的在探討社群影響者追蹤動機對於消費者行為的影響，並進一步探究互動性、參與程度及廣告意圖在消費者決策過程中的中介影響。研究方法採用問卷調查法，通過線上問卷的形式進行採樣、蒐集受測者的資料。研究結果發現，社群影響者追蹤動機對獲取資訊以及影響者認同感有正向且顯著影響，然而對自我身份呈現無顯著影響。而在互動性、參與程度、廣告意圖則在社群影響者追蹤動機至消費者行為中有顯著的中介的效果。本研究理論上闡述了驅使消費者追蹤影響者的心理機制與後續行為。實務上建議，當企業在尋找影響者代言時，能夠將消費者的影響者追蹤動機加入評估，以提高合作的效益。另外，在影響者方面，對於互動程度、參與度以及廣告意圖，能夠使用作為和消費者交流的多樣選擇，更能夠在與企業品牌合作時能有更好的表現。;With the rapid development of the social media, social media influencers have gradually expanding their impact on consumers. This study aims to explore the extent to which following social media influencers affect consumer behavior, and to examine the mediating effects of interactivity, engagement, and advertising intent in consumers’ decision-making process. An online survey with convenience sampling was conducted. The results showed that motivations of following social media influencers had positive and significant influences on consumers’ information seeking and identification with influencers, but had no significant influences on consumers’ self-presentation. Further, interactivity, engagement, and advertising intention exerted significant mediating effects in the process. Theoretical and managerial implications are discussed based on the research findings. Managerially, the research provides suggestions for companies to evaluate effect of influencer marketing strategies.
Appears in Collections:	[Graduate Institute of Business Administration] Electronic Thesis & Dissertation

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