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題名: 網紅行銷對品牌再購意願之影響
The Impact of Influencer Marketing on Brand Repurchase Intention
作者: 蔡佩珊
Tsai, Pei-Shan
貢獻者: 張郁敏
Chang, Yuhmiin
Tsai, Pei-Shan
關鍵詞: 網紅行銷
日期: 2020
上傳時間: 2021-03-02 15:01:20 (UTC+8)
摘要: 近年來網紅聲勢看漲,網紅行銷儼然成為品牌間十分受歡迎的行銷手法之一,然而網紅行銷策略究竟該如何發展,以及長久效果與效益如何卻仍是未知數。本研究以承諾—信任理論以及情感轉移理論作為基礎,探討消費者對網紅的持續性涉入對於中介變項網紅可信度、品牌可信度、網紅關係強度、品牌關係強度,以及依變項品牌再購意願的影響。
本研究以網路問卷調查搜集了325份有效樣本,以Hayes PROCESS Model 82進行中介效果之檢驗。研究結果發現網紅可信度與品牌可信度、網紅關係強度與品牌關係強度皆顯著且連續中介了網紅持續性涉入對品牌再購意願的效果。消費者對網紅持續性涉入程度愈高時,所感知的網紅可信度及網紅關係強度也會隨之愈高,繼而正向影響其感知之品牌可信度以及品牌關係強度,且當消費者對品牌之可信度及品牌關係強度提升時,再次購買此品牌的意願也會進而提升。
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描述: 碩士
資料來源: http://thesis.lib.nccu.edu.tw/record/#G0107464035
資料類型: thesis
顯示於類別:[傳播學院傳播碩士學位學程] 學位論文


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