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題名 自我一致性對社群媒體影響者代言影響之研究：以廣告揭露、廣告確認與廣告懷疑作為干擾變數
The Moderated Effect of Ad Disclosure, Ad Recognition or Ad Skepticism on the Impact of Self-image Congruence Between Social Media Influencers and Consumers on the Effectiveness of Endorsement作者 駱郁雯
Lo, Yu-Wen貢獻者 簡睿哲
Jean ,Ruey-Jer
駱郁雯
Lo, Yu-Wen關鍵詞 自我概念一致性理論
社群媒體影響者
消費者參與
廣告揭露
Self-image congruence
Social media influencers
Consumer engagement
Ad disclosure日期 2020 上傳時間 3-Aug-2020 17:23:15 (UTC+8) 摘要 社群媒體影響者（Social Media Influencers）指的是透過創造文字、圖像和影片作品，並經由社群媒體傳播吸引眾多追隨者的人。隨著大眾生活與社群媒體密不可分後，社群媒體影響者的影響力在全世界受到了矚目。企業也開始傾向啟用社群媒體影響者進行品牌代言，Forbes雜誌更是認為社群媒體影響者已經取代傳統名人，被譽為新式代言人（New Celebrity）。本研究藉由文獻回顧歸納自我概念一致性理論（Self-congruity Theory）如何應用於名人或社群媒體影響者代言效果的研究，並探討社群媒體影響者代言與傳統名人代言的不同之處，其一是消費者接觸到社群媒體影響者的廣告代言通常必須經過社群媒體這個媒介。其二是社群媒體影響者進行代言多是採取「贊助文章」（Sponsored Posts）形式。基於這兩點，本研究將「消費者社群參與」作為中介變數，「廣告揭露、廣告確認與廣告懷疑」作為干擾變數，檢驗自我概念一致性理論如何影響社群媒體影響者代言效果，並得到以下三點結論：1.消費者傾向參與和理想中自己相似的社群媒體影響者所創立的社群，即社群媒體影響者–消費者的一致性可以增進消費者參與社群媒體影響者的社群，進而提高社群媒體影響者代言的效果。故「消費者參與」在社群媒體影響者–消費者自我一致性與廣告代言效果之間具有中介效果。2.由於業配文章過於氾濫，因此無論是否有揭露廣告，消費者仍將贊助文章視為具有商業性質的廣告，故廣告揭露方式的干擾效果並不存在；3.但消費者本身對廣告的態度：廣告確認（認為廣告具有多少程度的商業性質）與廣告懷疑（是否相信廣告所呈現的內容），仍會在消費者參與及部分廣告代言效果之間具有干擾作用。
Influencers in social media are people who create text, images and film works and attract many followers through social media. As the mass media and everyday life have become so closely interwoven that they are increasingly inseparable, the influence of social media influencers has attracted worldwide attention. Companies are developing partnerships between brands and influencers as marketing strategies, also called “Influencer marketing”. Forbes magazine believes that social media influencers have replaced traditional celebrities as new celebrity.This study summarizes how the self-concept consistency theory is applied to the effect of celebrity/social media influencer endorsement, and explores the differences between social media influencer endorsement and traditional celebrity endorsement. The first is that consumers’ exposure to social media influencers’ advertising endorsements usually must go through social media. The second is that social media influencers make endorsements mostly in the form of "sponsored posts" rather than the usual TV or print ads. Based on these two points, this study uses “consumer engagement” as an intervening variable, and “ad disclosure, ad recognition or ad skepticism” as moderating variables to test how the self-concept consistency theory affects the endorsement effect of social media influencers, and obtains the following conclusions:1.Consumers tend to participate in influencer communities that are similar to their ideals, that is, social media influencer-consumer consistency can increase consumer participation in the community, and thus improve the effect of influencer endorsement, including consumers` purchase intention, word of mouth intention and willingness etc.2.Due to the excessive proliferation of advertorial, consumers no matter whether they expose advertisements or not, consumers still regard sponsored posts as commercial advertisements, so the moderating effect of advertisement disclosure methods does not exist.3.But consumers` own attitudes towards advertising: ad recognition and ad skepticism still have a disturbing effect between consumer participation and the mediating effect of some advertising endorsements.參考文獻 一、中文部分公平交易委員（2017）。 公平交易委員會對於薦證廣告之規範說明。Retrieved from https://www.ftc.gov.tw/internet/main/doc/docDetail.aspx?uid=165&docid=13021江嘉容（2019）。產品關聯度對於美妝品牌與網路代言人個性一致性對代言效果調節影響之研究（碩士）。台中市：國立中興大學。 Retrieved from https://hdl.handle.net/11296/yc24ua李吉彬（2005）。 自我形象一致性對真實與虛擬產品購買意願之影響-功能型、享樂型與象徵型產品之比較分析（碩士）。台北市：國立政治大學。 Retrieved from https://hdl.handle.net/11296/rfcqk4孫宇萱（2014） 品牌個性與消費者自我概念一致性對於品牌態度之影響－以台灣購物網站為例（碩士）。新竹市：國立交通大學。 Retrieved from https://hdl.handle.net/11296/93wtwk財團法人台灣網路資訊中心（2019）。2019台灣網路報告。台北市。Retrieved from https://report.twnic.tw/2019/陳思瑜（2009）。品牌社群特性、社群認同與品牌忠誠度關係之研究：品牌社群類型之干擾效果（碩士）。新竹市：國立交通大學。 Retrieved from https://hdl.handle.net/11296/vpddps二、英文部分Aaker, J. 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國立政治大學
國際經營與貿易學系
107351014資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107351014 資料類型 thesis dc.contributor.advisor 簡睿哲 zh_TW dc.contributor.advisor Jean ,Ruey-Jer en_US dc.contributor.author (Authors) 駱郁雯 zh_TW dc.contributor.author (Authors) Lo, Yu-Wen en_US dc.creator (作者) 駱郁雯 zh_TW dc.creator (作者) Lo, Yu-Wen en_US dc.date (日期) 2020 en_US dc.date.accessioned 3-Aug-2020 17:23:15 (UTC+8) - dc.date.available 3-Aug-2020 17:23:15 (UTC+8) - dc.date.issued (上傳時間) 3-Aug-2020 17:23:15 (UTC+8) - dc.identifier (Other Identifiers) G0107351014 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/130907 - 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) 107351014 zh_TW dc.description.abstract (摘要) 社群媒體影響者（Social Media Influencers）指的是透過創造文字、圖像和影片作品，並經由社群媒體傳播吸引眾多追隨者的人。隨著大眾生活與社群媒體密不可分後，社群媒體影響者的影響力在全世界受到了矚目。企業也開始傾向啟用社群媒體影響者進行品牌代言，Forbes雜誌更是認為社群媒體影響者已經取代傳統名人，被譽為新式代言人（New Celebrity）。本研究藉由文獻回顧歸納自我概念一致性理論（Self-congruity Theory）如何應用於名人或社群媒體影響者代言效果的研究，並探討社群媒體影響者代言與傳統名人代言的不同之處，其一是消費者接觸到社群媒體影響者的廣告代言通常必須經過社群媒體這個媒介。其二是社群媒體影響者進行代言多是採取「贊助文章」（Sponsored Posts）形式。基於這兩點，本研究將「消費者社群參與」作為中介變數，「廣告揭露、廣告確認與廣告懷疑」作為干擾變數，檢驗自我概念一致性理論如何影響社群媒體影響者代言效果，並得到以下三點結論：1.消費者傾向參與和理想中自己相似的社群媒體影響者所創立的社群，即社群媒體影響者–消費者的一致性可以增進消費者參與社群媒體影響者的社群，進而提高社群媒體影響者代言的效果。故「消費者參與」在社群媒體影響者–消費者自我一致性與廣告代言效果之間具有中介效果。2.由於業配文章過於氾濫，因此無論是否有揭露廣告，消費者仍將贊助文章視為具有商業性質的廣告，故廣告揭露方式的干擾效果並不存在；3.但消費者本身對廣告的態度：廣告確認（認為廣告具有多少程度的商業性質）與廣告懷疑（是否相信廣告所呈現的內容），仍會在消費者參與及部分廣告代言效果之間具有干擾作用。 zh_TW dc.description.abstract (摘要) Influencers in social media are people who create text, images and film works and attract many followers through social media. As the mass media and everyday life have become so closely interwoven that they are increasingly inseparable, the influence of social media influencers has attracted worldwide attention. Companies are developing partnerships between brands and influencers as marketing strategies, also called “Influencer marketing”. Forbes magazine believes that social media influencers have replaced traditional celebrities as new celebrity.This study summarizes how the self-concept consistency theory is applied to the effect of celebrity/social media influencer endorsement, and explores the differences between social media influencer endorsement and traditional celebrity endorsement. The first is that consumers’ exposure to social media influencers’ advertising endorsements usually must go through social media. The second is that social media influencers make endorsements mostly in the form of "sponsored posts" rather than the usual TV or print ads. Based on these two points, this study uses “consumer engagement” as an intervening variable, and “ad disclosure, ad recognition or ad skepticism” as moderating variables to test how the self-concept consistency theory affects the endorsement effect of social media influencers, and obtains the following conclusions:1.Consumers tend to participate in influencer communities that are similar to their ideals, that is, social media influencer-consumer consistency can increase consumer participation in the community, and thus improve the effect of influencer endorsement, including consumers` purchase intention, word of mouth intention and willingness etc.2.Due to the excessive proliferation of advertorial, consumers no matter whether they expose advertisements or not, consumers still regard sponsored posts as commercial advertisements, so the moderating effect of advertisement disclosure methods does not exist.3.But consumers` own attitudes towards advertising: ad recognition and ad skepticism still have a disturbing effect between consumer participation and the mediating effect of some advertising endorsements. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景 1第二節 研究動機 3第三節 研究目的 5第二章 文獻探討 7第一節 影響者行銷 7第二節 代言與自我一致性理論 9第三節 Instagram社群與消費者參與 14第四節 廣告揭露、廣告確認與廣告懷疑 16第三章 研究架構與假設 19第一節 研究架構 19第二節 假設推論 20第四章 研究方法 23第一節 各項變數之操作性定義與衡量 23第二節 研究設計 29第三節 研究對象與資料蒐集方式 34第五章 資料分析 36第一節 樣本數量與描述性統計 36第二節 量表信度檢測 39第三節 變項的操弄檢定 40第四節 假設驗證 44第五節 小結 56第六章 結論與建議 59第一節 發現與討論 59第二節 管理意涵與未來研究方向建議 61第三節 研究限制 62參考文獻 64附錄 70 zh_TW dc.format.extent 3834197 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107351014 en_US dc.subject (關鍵詞) 自我概念一致性理論 zh_TW dc.subject (關鍵詞) 社群媒體影響者 zh_TW dc.subject (關鍵詞) 消費者參與 zh_TW dc.subject (關鍵詞) 廣告揭露 zh_TW dc.subject (關鍵詞) Self-image congruence en_US dc.subject (關鍵詞) Social media influencers en_US dc.subject (關鍵詞) Consumer engagement en_US dc.subject (關鍵詞) Ad disclosure en_US dc.title (題名) 自我一致性對社群媒體影響者代言影響之研究：以廣告揭露、廣告確認與廣告懷疑作為干擾變數 zh_TW dc.title (題名) The Moderated Effect of Ad Disclosure, Ad Recognition or Ad Skepticism on the Impact of Self-image Congruence Between Social Media Influencers and Consumers on the Effectiveness of Endorsement en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文部分公平交易委員（2017）。 公平交易委員會對於薦證廣告之規範說明。Retrieved from https://www.ftc.gov.tw/internet/main/doc/docDetail.aspx?uid=165&docid=13021江嘉容（2019）。產品關聯度對於美妝品牌與網路代言人個性一致性對代言效果調節影響之研究（碩士）。台中市：國立中興大學。 Retrieved from https://hdl.handle.net/11296/yc24ua李吉彬（2005）。 自我形象一致性對真實與虛擬產品購買意願之影響-功能型、享樂型與象徵型產品之比較分析（碩士）。台北市：國立政治大學。 Retrieved from https://hdl.handle.net/11296/rfcqk4孫宇萱（2014） 品牌個性與消費者自我概念一致性對於品牌態度之影響－以台灣購物網站為例（碩士）。新竹市：國立交通大學。 Retrieved from https://hdl.handle.net/11296/93wtwk財團法人台灣網路資訊中心（2019）。2019台灣網路報告。台北市。Retrieved from https://report.twnic.tw/2019/陳思瑜（2009）。品牌社群特性、社群認同與品牌忠誠度關係之研究：品牌社群類型之干擾效果（碩士）。新竹市：國立交通大學。 Retrieved from https://hdl.handle.net/11296/vpddps二、英文部分Aaker, J. 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