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題名 網紅代言效果之探討 : 以產品與代言人一致性為調節變數
A Study of the Effect of Internet Celebrity Endorsement: Using Perceived Celebrity-product Congruence as a Moderator作者 陳忠斌
Chen, Chung-Pin貢獻者 白佩玉
Pai, Pei-Yu
陳忠斌
Chen, Chung-Pin關鍵詞 網紅
品牌態度
購買意願
代言人與產品一致性
病毒行銷
Internet celebrity ; attitude toward the brand ; endorser-product congruence ; purchase intention ; viral marketing; YouTube日期 2018 上傳時間 18-Jul-2018 11:18:07 (UTC+8) 摘要 現今，4G網路以及手機的發展讓素人也能和名人一樣被大眾看見，當任何 人都可以上傳自製影片至數位影音平台時，自然造就了許多的網路紅人。在社 交平台上，網紅擁有高追蹤率和點閱率，更輕而易舉的吸引了大眾的注意。而 業者也紛紛找上網紅在自己的Youtube頻道中業配公司的產品，社群網路行銷手 法似乎成為顯學。先前關於代言人與產品一致性的研究中發現，產品與代言人 的一致性相符時，消費者的購買意願越高，然而現今網紅常業配多元種類的產 品，也創造了不錯的代言效果，似乎代言人與產品一致性的理論在網紅業配文 上並無明顯影響。本研究將針對病毒行銷、內容行銷，代言人與產品一致性對 購買意願的影響來做探討，從中了解現今網紅業配文成功的原因，同時也提供 未來研究參考。 本研究將針對代言人特質對品牌態度是否有顯著影響探討，再了解代言人 與商品一致性對品牌態度與購買意願間是否有調節效果，最後再就影片內容因 子與購買意願做多元迴歸分析，並從中找出網紅代言多種類產品成功的原因。 經分析結果發現，代言人特質對品牌態度的影響取決於品牌本身的知名度 高低; 本研究針對三種不同商品進行檢測後發現，網紅與業配產品代一致性高 低對品牌態度與購買意願間並未有調節效果，推斷現今網紅業配產品成功與否 並不在於代言人產品一致性，而是品牌態度與影片內容呈現的方式，因而刺激 消費者購買意願提高。本研究針對此提出實務建議，供業主及網紅在設計影片 內容上之參考。
Nowadays, the development of 4G and smart phones has put an ordinary person on the same footing with celebrities and traditional media. Everyone can easily produce his/her own video content and upload it to the internet, and therefore many people who start creating contents and upload to social media become an instant celebrity. Since some internet celebrities have already had hundreds of thousands followers on social media, it is apparent that they have no problem getting people’s attention. As a result, more and more companies noticing the trend are paying those internet celebrities for advertising products in their user-generated content on his/her YouTube channel. Social media advertising has significantly gained in popularity due to the fact that an online celebrity who advertises a wide variety of products achieves a huge success in promoting products. Previous studies in celebrity endorsement, however, contradict the phenomenon, suggesting that it is more likely to increase people’s purchase intention if the image of the endorser is congruent with the endorsed product in advertising. Therefore, this study focuses on viral marketing, video content, online celebrity-product congruence, and consumer purchase intention so as to understand the mechanisms behind this phenomenon and to provide avenues for further research. The study investigates how the likability and trustworthiness of the internet celebrity influence the consumers’ attitude toward the brand. In addition, a set of content characteristics is applied to consumer-generated content to explore whether the emotional content, believed to cause social transmission, affect consumers’ purchase intention. The study also wants to find out if celebrity-product congruence has the moderation effect on the relationship between the attitude toward the brand and consumers’ purchase intention. The results of the study suggest that likability and trustworthiness of the internet celebrity positively affect one’s attitude toward the brand while celebrity-product congruence shows no moderation effect on the relationship between consumer’s attitude toward the brand and consumers’ purchase intention. The findings on what makes user-generated content viral are also consistent with the previous findings on viral marketing.參考文獻 參考文獻 中文參考文獻 資策會，2014。台灣有81%消費者在購物前搜尋口碑訊息 取自https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=366 數據分析論壇，2017。中介變數 取自http://www.spsschina.com/viewthread.php?action=printable&tid=33991 資策會，2014。台灣網友近期曾使用社交網站 取自https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=364 創市際雙週刊，2016。第七十一期-全球資訊網的新世代 取自http://www.ixresearch.com/reports/創市際雙週刊第七十一期-20160919/ 彭慧明，2018。經濟日報財經觀點／素人影音廣告 新的經濟模式 取自https://money.udn.com/money/story/5612/2958898 趙坤茂，2006。「數位內容新世紀」 “全球資訊網的新世代: Web 2.0” 取自https://www.csie.ntu.edu.tw/~kmchao/life/Web2.htm 喻文玟，2018。聯合新聞網/校園調查滑世代「網紅力量」 8 成學生認為有商機 取自https://udn.com/news/story/7266/2907605 商周.COM, YouTuber都是怎麼接業配?網紅HowHow大公開:你最想知道的接案 內幕。 取自https://www.businessweekly.com.tw/article.aspx?id=21718&type=Blog&p=2 啾啾鞋，2017。冷氣的Fuzzy到底是什麼意思? 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國立政治大學
企業管理研究所(MBA學位學程)
105363026資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105363026 資料類型 thesis dc.contributor.advisor 白佩玉 zh_TW dc.contributor.advisor Pai, Pei-Yu en_US dc.contributor.author (Authors) 陳忠斌 zh_TW dc.contributor.author (Authors) Chen, Chung-Pin en_US dc.creator (作者) 陳忠斌 zh_TW dc.creator (作者) Chen, Chung-Pin en_US dc.date (日期) 2018 en_US dc.date.accessioned 18-Jul-2018 11:18:07 (UTC+8) - dc.date.available 18-Jul-2018 11:18:07 (UTC+8) - dc.date.issued (上傳時間) 18-Jul-2018 11:18:07 (UTC+8) - dc.identifier (Other Identifiers) G0105363026 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/118748 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 105363026 zh_TW dc.description.abstract (摘要) 現今，4G網路以及手機的發展讓素人也能和名人一樣被大眾看見，當任何 人都可以上傳自製影片至數位影音平台時，自然造就了許多的網路紅人。在社 交平台上，網紅擁有高追蹤率和點閱率，更輕而易舉的吸引了大眾的注意。而 業者也紛紛找上網紅在自己的Youtube頻道中業配公司的產品，社群網路行銷手 法似乎成為顯學。先前關於代言人與產品一致性的研究中發現，產品與代言人 的一致性相符時，消費者的購買意願越高，然而現今網紅常業配多元種類的產 品，也創造了不錯的代言效果，似乎代言人與產品一致性的理論在網紅業配文 上並無明顯影響。本研究將針對病毒行銷、內容行銷，代言人與產品一致性對 購買意願的影響來做探討，從中了解現今網紅業配文成功的原因，同時也提供 未來研究參考。 本研究將針對代言人特質對品牌態度是否有顯著影響探討，再了解代言人 與商品一致性對品牌態度與購買意願間是否有調節效果，最後再就影片內容因 子與購買意願做多元迴歸分析，並從中找出網紅代言多種類產品成功的原因。 經分析結果發現，代言人特質對品牌態度的影響取決於品牌本身的知名度 高低; 本研究針對三種不同商品進行檢測後發現，網紅與業配產品代一致性高 低對品牌態度與購買意願間並未有調節效果，推斷現今網紅業配產品成功與否 並不在於代言人產品一致性，而是品牌態度與影片內容呈現的方式，因而刺激 消費者購買意願提高。本研究針對此提出實務建議，供業主及網紅在設計影片 內容上之參考。 zh_TW dc.description.abstract (摘要) Nowadays, the development of 4G and smart phones has put an ordinary person on the same footing with celebrities and traditional media. Everyone can easily produce his/her own video content and upload it to the internet, and therefore many people who start creating contents and upload to social media become an instant celebrity. Since some internet celebrities have already had hundreds of thousands followers on social media, it is apparent that they have no problem getting people’s attention. As a result, more and more companies noticing the trend are paying those internet celebrities for advertising products in their user-generated content on his/her YouTube channel. Social media advertising has significantly gained in popularity due to the fact that an online celebrity who advertises a wide variety of products achieves a huge success in promoting products. Previous studies in celebrity endorsement, however, contradict the phenomenon, suggesting that it is more likely to increase people’s purchase intention if the image of the endorser is congruent with the endorsed product in advertising. Therefore, this study focuses on viral marketing, video content, online celebrity-product congruence, and consumer purchase intention so as to understand the mechanisms behind this phenomenon and to provide avenues for further research. The study investigates how the likability and trustworthiness of the internet celebrity influence the consumers’ attitude toward the brand. In addition, a set of content characteristics is applied to consumer-generated content to explore whether the emotional content, believed to cause social transmission, affect consumers’ purchase intention. The study also wants to find out if celebrity-product congruence has the moderation effect on the relationship between the attitude toward the brand and consumers’ purchase intention. The results of the study suggest that likability and trustworthiness of the internet celebrity positively affect one’s attitude toward the brand while celebrity-product congruence shows no moderation effect on the relationship between consumer’s attitude toward the brand and consumers’ purchase intention. The findings on what makes user-generated content viral are also consistent with the previous findings on viral marketing. en_US dc.description.tableofcontents 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究問題 6 第三節 研究方法 7 第二章 文獻探討 9 第一節 內容行銷 9 第二節 口碑行銷 10 第三節 消費行為模式 13 第四節 代言人與產品一致性 17 第五節 品牌 19 第三章 理論架構與研究方法 22 第一節 研究架構 22 第二節 研究假設 23 第三節 研究設計 26 第四章 資料分析與結果 40 第一節 樣本結構 40 第二節 信效度分析 42 第三節 研究假設與檢定 45 第四節 小結 63 第五節 後續分析 66 第六節 研究結果討論 75 第五章 結論與建議 80 第一節 研究結論 80 第二節 實務意涵 81 第三節 研究限制與後續研究方向 82 參考文獻 83 中文參考文獻 84 英文參考文獻 86 附錄—研究問卷 95 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105363026 en_US dc.subject (關鍵詞) 網紅 zh_TW dc.subject (關鍵詞) 品牌態度 zh_TW dc.subject (關鍵詞) 購買意願 zh_TW dc.subject (關鍵詞) 代言人與產品一致性 zh_TW dc.subject (關鍵詞) 病毒行銷 zh_TW dc.subject (關鍵詞) Internet celebrity ; attitude toward the brand ; endorser-product congruence ; purchase intention ; viral marketing; YouTube en_US dc.title (題名) 網紅代言效果之探討 : 以產品與代言人一致性為調節變數 zh_TW dc.title (題名) A Study of the Effect of Internet Celebrity Endorsement: Using Perceived Celebrity-product Congruence as a Moderator en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 參考文獻 中文參考文獻 資策會，2014。台灣有81%消費者在購物前搜尋口碑訊息 取自https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=366 數據分析論壇，2017。中介變數 取自http://www.spsschina.com/viewthread.php?action=printable&tid=33991 資策會，2014。台灣網友近期曾使用社交網站 取自https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=364 創市際雙週刊，2016。第七十一期-全球資訊網的新世代 取自http://www.ixresearch.com/reports/創市際雙週刊第七十一期-20160919/ 彭慧明，2018。經濟日報財經觀點／素人影音廣告 新的經濟模式 取自https://money.udn.com/money/story/5612/2958898 趙坤茂，2006。「數位內容新世紀」 “全球資訊網的新世代: Web 2.0” 取自https://www.csie.ntu.edu.tw/~kmchao/life/Web2.htm 喻文玟，2018。聯合新聞網/校園調查滑世代「網紅力量」 8 成學生認為有商機 取自https://udn.com/news/story/7266/2907605 商周.COM, YouTuber都是怎麼接業配?網紅HowHow大公開:你最想知道的接案 內幕。 取自https://www.businessweekly.com.tw/article.aspx?id=21718&type=Blog&p=2 啾啾鞋，2017。冷氣的Fuzzy到底是什麼意思? 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