Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/137735


Title: 網紅推薦真的有效嗎? 探討網紅對不同產品品類與適配度的廣告效果─以阿翰Po影片為例
Are Internet Celebrities Effective? Investigating The Relationship among Different Product Categories To Product-Endorser Fit of Internet Celebrity Endorsements in Advertising Effectiveness: Taking Ahang As An Example.
Authors: 莊雅慧
Chuang, Ya-Hui
Contributors: 郭貞
莊雅慧
Chuang, Ya-Hui
Keywords: 網路紅人
可信度
產品涉入
網紅與產品適配度
廣告效果
Date: 2021
Issue Date: 2021-11-01 12:20:53 (UTC+8)
Abstract: 「網路紅人」在近十年皆為全球為最熱門的關鍵字之一,也因此成為大眾所討論、關注的對象,企業與廣告主看中網紅的高知名度、粉絲數紛紛與之合作以打開品牌知名度和提升產品銷售量,國內外開始對不同的網紅類型進行大量的研究,本文以網紅「阿翰」為例,目的在探討網紅阿翰與不同產品類型間的適配度與廣告效果。
  本研究採用立意抽樣在知名社群平台如Facebook、PPT、Dcard發放問卷作為蒐集資料的方式,總計回收384份有效問卷,並採用SPSS 22.0進行資料分析。研究結果顯示,受測者對網紅阿翰的熟悉度、可信度、所推薦產品的適配度與廣告效果有顯著正向的效果;另外,受測者會因網紅阿翰所推薦不同類型的產品與該網紅熟悉、信任程度的不同以及適配度的中介效果下,而對產品有不同的態度。
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Description: 碩士
國立政治大學
傳播學院傳播碩士學位學程
106464024
Source URI: http://thesis.lib.nccu.edu.tw/record/#G0106464024
Data Type: thesis
Appears in Collections:[傳播學院傳播碩士學位學程] 學位論文

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