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題名 吸引力--真人影響者比虛擬影響者立於不敗之地的關鍵因素
Attractiveness - The key behind the success of human influencers over their virtual counterparts
作者 武明善
Vo, Minh-Thien
貢獻者 鄭濬浩
Prof. Chung, June-ho
武明善
Vo, Minh-Thien
關鍵詞 社會媒體影響者
虛擬影響者
吸引力
消費者態度
社交媒體參與度
Social media influencers
Virtual influencers
Attractiveness
Consumer attitude
Social media engagement
日期 2023
上傳時間 2-Aug-2023 13:15:02 (UTC+8)
摘要 近年來，社交媒體已經成為一個強大的溝通、信息傳播和影響者營銷平台。隨著 社交媒體影響者，包括真人和虛擬形象的不斷增多，審視他們對用戶參與度和態度的 影響變得至關重要。社交媒體影響者可以廣泛分為兩類:真人影響者，即具有大量追 隨者的真實個體;虛擬影響者，即設計成類似於人類實體的計算機生成角色。本研究 採用混合研究方法，結合對 70 個 Instagram 個人資料的數據分析和後續實驗研究，全 面分析了兩類影響者對社交媒體參與度和消費者態度的影響。在第一項研究中，與類 似的虛擬影響者相比，真人影響者的參與度明顯更高。第二項研究通過吸引力證實了 消費者對這兩類影響者的參與意圖和態度差異的機制。本研究為影響者營銷文獻做出 了貢獻，並向營銷從業者提供了在不斷演變的數字環境中吸引受眾和改善消費者態度 的最佳策略的信息。
In recent years, social media has emerged as a powerful platform for communication, information dissemination, and influencer marketing. With the proliferation of social media influencers, both human and virtual, it is crucial to examine their impact on user engagement and attitudes. Social media influencers can be broadly classified into two categories: human influencers, who are real individuals with a substantial following, and virtual influencers, who are computer-generated characters designed to appear as human-like entities. This study employs a mixed methodological approach, combining an analysis of the data scraped from 70 Instagram profiles and a follow-up a 2x1 between-subjects design experimental study, to comprehensively analyze the effects of two types of influencers on social media engagement and consumer attitudes. In study 1, human influencers were revealed to receive a significantly higher engagement rate than their virtual counterparts. Through a process of exploratory factor analysis, confirmatory factor analysis, independent t-tests, and PROCESS macro models 4, study 2 confirmed the mechanism behind the difference in the engagement intention the consumers have toward these two influencer types, and it was channeled through the influencers’ attractiveness. This research contributes to the influencer marketing literature and informs marketing practitioners about the best strategies to engage audiences and improve consumer attitudes in the evolving digital landscape.
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描述 碩士
國立政治大學
國際經營與貿易學系
110351050
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110351050
資料類型 thesis
dc.contributor.advisor 鄭濬浩zh_TW
dc.contributor.advisor Prof. Chung, June-hoen_US
dc.contributor.author (Authors) 武明善zh_TW
dc.contributor.author (Authors) Vo, Minh-Thienen_US
dc.creator (作者) 武明善zh_TW
dc.creator (作者) Vo, Minh-Thienen_US
dc.date (日期) 2023en_US
dc.date.accessioned 2-Aug-2023 13:15:02 (UTC+8)-
dc.date.available 2-Aug-2023 13:15:02 (UTC+8)-
dc.date.issued (上傳時間) 2-Aug-2023 13:15:02 (UTC+8)-
dc.identifier (Other Identifiers) G0110351050en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/146349-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 110351050zh_TW
dc.description.abstract (摘要) 近年來，社交媒體已經成為一個強大的溝通、信息傳播和影響者營銷平台。隨著 社交媒體影響者，包括真人和虛擬形象的不斷增多，審視他們對用戶參與度和態度的 影響變得至關重要。社交媒體影響者可以廣泛分為兩類:真人影響者，即具有大量追 隨者的真實個體;虛擬影響者，即設計成類似於人類實體的計算機生成角色。本研究 採用混合研究方法，結合對 70 個 Instagram 個人資料的數據分析和後續實驗研究，全 面分析了兩類影響者對社交媒體參與度和消費者態度的影響。在第一項研究中，與類 似的虛擬影響者相比，真人影響者的參與度明顯更高。第二項研究通過吸引力證實了 消費者對這兩類影響者的參與意圖和態度差異的機制。本研究為影響者營銷文獻做出 了貢獻，並向營銷從業者提供了在不斷演變的數字環境中吸引受眾和改善消費者態度 的最佳策略的信息。zh_TW
dc.description.abstract (摘要) In recent years, social media has emerged as a powerful platform for communication, information dissemination, and influencer marketing. With the proliferation of social media influencers, both human and virtual, it is crucial to examine their impact on user engagement and attitudes. Social media influencers can be broadly classified into two categories: human influencers, who are real individuals with a substantial following, and virtual influencers, who are computer-generated characters designed to appear as human-like entities. This study employs a mixed methodological approach, combining an analysis of the data scraped from 70 Instagram profiles and a follow-up a 2x1 between-subjects design experimental study, to comprehensively analyze the effects of two types of influencers on social media engagement and consumer attitudes. In study 1, human influencers were revealed to receive a significantly higher engagement rate than their virtual counterparts. Through a process of exploratory factor analysis, confirmatory factor analysis, independent t-tests, and PROCESS macro models 4, study 2 confirmed the mechanism behind the difference in the engagement intention the consumers have toward these two influencer types, and it was channeled through the influencers’ attractiveness. This research contributes to the influencer marketing literature and informs marketing practitioners about the best strategies to engage audiences and improve consumer attitudes in the evolving digital landscape.en_US
dc.description.tableofcontents 1. Introduction 1
2. Literature Review 3
2.1. Virtual Influencers 3
2.2. Attractiveness 4
2.3. Social Media Engagement 5
3 Hypothesis Development 7
3.1. Attractiveness 7
3.2. Engagement Intention 7
4. Methodology, Result and Discussion 8
4.1. Study 1 8
4.1.1. Study 1: Methodology 8
4.1.2. Study 1: Results 16
4.1.3. Study 1: Discussion 18
4.2. Study 2 19
4.2.1. Study 2: Methodology 19
4.2.2. Study 2: Result 23
4.2.3. Study 2: Discussion 26
5. Implication 26
5.1. Theoretical implications 27
5.2. Managerial implications 27
6. Limitations and Future Research 28
References 31
Appendix A. Information on Virtual Humans 42
Appendix B. List of profiles of virtual influencers and human influencers 43
Appendix C. Stimuli 45
Appendix D. Pretest Questionaire 47
Appendix E. Survey Questionaire 48		zh_TW
dc.format.extent 2860955 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110351050en_US
dc.subject (關鍵詞) 社會媒體影響者zh_TW
dc.subject (關鍵詞) 虛擬影響者zh_TW
dc.subject (關鍵詞) 吸引力zh_TW
dc.subject (關鍵詞) 消費者態度zh_TW
dc.subject (關鍵詞) 社交媒體參與度zh_TW
dc.subject (關鍵詞) Social media influencersen_US
dc.subject (關鍵詞) Virtual influencersen_US
dc.subject (關鍵詞) Attractivenessen_US
dc.subject (關鍵詞) Consumer attitudeen_US
dc.subject (關鍵詞) Social media engagementen_US
dc.title (題名) 吸引力--真人影響者比虛擬影響者立於不敗之地的關鍵因素zh_TW
dc.title (題名) Attractiveness - The key behind the success of human influencers over their virtual counterpartsen_US
dc.type (資料類型) thesisen_US
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