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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
蔡佩珊
Tsai, Pei-Shan關鍵詞 網紅行銷
持續性涉入
可信度
關係強度
品牌再購意願日期 2020 上傳時間 2-Mar-2021 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。 參考文獻 林承賢. (2004). 近五年來臺灣傳播學界博碩士論文使用網路問卷研究方法之后設分析. 資訊社會研究, 6, 25-57.凱絡媒體週報（2019年3月）。〈專題報告：小眾時代，微勢力崛起〉，《凱絡媒體週報・數位智庫》。取自https://reurl.cc/5oMNN7銀河數位行銷領航員（2017年5月）。〈網紅行銷是否已到陌路？重新審視網紅及部落客價值。〉，《銀河數位行銷學》。取自http://www.iwant-in.net/tw/iMarketing/?p=4062Digital PR（2019年8月）。〈網紅行銷怎麼做？會帶來什麼效益？國際知名案例帶你一次了解！〉，《Digital PR》。取自https://digitalpr.tw/%E7%B6%B2%E7%B4%85%E8%A1%8C%E9%8A%B7/EGMarketing（2018年5月）。〈口碑行銷｜PTT VS DARD 兩大論壇綜合比較〉，《EGMarketing》。取自https://www.gemarketing.com.tw/article/wom/ptt-dcard/Google台灣官方部落格（2017年10月）。〈台灣《YouTuber使用者行為大調查》揭密最新影音趨勢〉，《Google台灣官方部落格》。取自https://taiwan.googleblog.com/2017/10/youtube.htmlGremlin Works（2020年）。〈2020網紅行銷策略：網紅行銷為企業帶來新商機〉，《Gremlin Works》。取自https://gremlinworks.com.tw/kol-marketingAaker, J., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer research, 31(1), 1-16.Al-Qatami, M. M. J. (2019). The Effects Of Social Media Influencer Attributes On Collaborating Brand Credibility And Advocacy (Master`s thesis).Bian, X., & Moutinho, L. (2011). The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits. European Journal of Marketing.Bloch, P. H., & Richins, M. L. (1983). A theoretical model for the study of product importance perceptions. Journal of Marketing, 47(3), 69-81.Chang, D. Y. (2016). A study of TV drama series, cultural proximity and travel motivation: Moderation effect of enduring involvement. International Journal of Tourism Research, 18(4), 399-408.Chiu, C. M., Hsu, M. H., Lai, H., & Chang, C. M. (2012). Re-examining the influence of trust on online repeat purchase intention: The moderating role of habit and its antecedents. Decision Support Systems, 53(4), 835-845.Chiu, W., & Won, D. (2016). Consumer-brand relationships in sports products and repurchase intention. International Journal of Sports Marketing and Sponsorship.Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133.De Pelsmaeker, B., Yaar, A., & Huber-Lantz, C. (2015). U.S. Patent Application No. 14/329,320.Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities` Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7.Dwivedi, A., Nayeem, T., & Murshed, F. (2018). Brand experience and consumers’ willingness-to-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness. Journal of Retailing and Consumer Services, 44, 100-107.Elberse, A., & Verleun, J. (2012). The economic value of celebrity endorsements. Journal of advertising Research, 52(2), 149-165.Erdogan, B. Z., Baker, M. J., & Tagg, S. (2001). Selecting celebrity endorsers: The practitioner`s perspective. 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The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43-54.Hass, R. G. (1981). Effects of source characteristics on cognitive responses in persuasion. Cognitive responses in persuasion, 141-172.Hausman, A. (2001). Variations in relationship strength and its impact on performance and satisfaction in business relationships. Journal of Business & Industrial Marketing.Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention. European journal of marketing.He, Y., Chen, Q., Tam, L., & Lee, R. P. (2016). Managing sub-branding affect transfer: the role of consideration set size and brand loyalty. Marketing Letters, 27(1), 103-113.Hickerson, B., & Mowen, A. J. (2012). Behavioral and psychological involvement of online video gamers: Building blocks or building walls to socialization?. Loisir et Société/Society and Leisure, 35(1), 79-103.Huang, M. H. (2006). 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國立政治大學
傳播學院傳播碩士學位學程
107464035資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107464035 資料類型 thesis dc.contributor.advisor 張郁敏 zh_TW dc.contributor.advisor Chang, Yuhmiin en_US dc.contributor.author (Authors) 蔡佩珊 zh_TW dc.contributor.author (Authors) Tsai, Pei-Shan en_US dc.creator (作者) 蔡佩珊 zh_TW dc.creator (作者) Tsai, Pei-Shan en_US dc.date (日期) 2020 en_US dc.date.accessioned 2-Mar-2021 15:01:20 (UTC+8) - dc.date.available 2-Mar-2021 15:01:20 (UTC+8) - dc.date.issued (上傳時間) 2-Mar-2021 15:01:20 (UTC+8) - dc.identifier (Other Identifiers) G0107464035 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/134224 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 傳播學院傳播碩士學位學程 zh_TW dc.description (描述) 107464035 zh_TW dc.description.abstract (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。 zh_TW dc.description.tableofcontents 第一章 前言 1第一節 研究背景與動機 1第二節 問題陳述／研究目的 5第二章、文獻探討 6第一節 承諾—信任理論 6第二節 網紅持續性涉入 7第三節 網紅持續性涉入、網紅可信度、網紅關係強度 10第四節 情感轉移理論：品牌可信度與品牌關係強度 14第五節 品牌再購意願 17第三章、研究方法 22第一節 研究架構 22第二節 母體、抽樣方法與流程 22第三節 問卷前測 24第四節 變項測量 25一、網紅持續性涉入 25二、網紅/品牌可信度 26三、網紅/品牌關係強度 27四、品牌再購意願 29五、人口統計變項 37第四章、資料分析 38第一節 樣本輪廓 38一、基本資料統計敘述分析 38二、網紅行銷商品購買經驗之相關資料統計敘述分析 40第二節 問卷信度分析 43第三節 研究假設檢定 44第五章、結論與建議 50第一節 研究發現與討論 50第二節 學術與實務貢獻 51一、學術貢獻 51二、實務貢獻 52第三節 研究限制與未來研究建議 53參考文獻 55附錄、問卷 63 zh_TW dc.format.extent 1073013 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107464035 en_US dc.subject (關鍵詞) 網紅行銷 zh_TW dc.subject (關鍵詞) 持續性涉入 zh_TW dc.subject (關鍵詞) 可信度 zh_TW dc.subject (關鍵詞) 關係強度 zh_TW dc.subject (關鍵詞) 品牌再購意願 zh_TW dc.title (題名) 網紅行銷對品牌再購意願之影響 zh_TW dc.title (題名) The Impact of Influencer Marketing on Brand Repurchase Intention en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 林承賢. (2004). 近五年來臺灣傳播學界博碩士論文使用網路問卷研究方法之后設分析. 資訊社會研究, 6, 25-57.凱絡媒體週報（2019年3月）。〈專題報告：小眾時代，微勢力崛起〉，《凱絡媒體週報・數位智庫》。取自https://reurl.cc/5oMNN7銀河數位行銷領航員（2017年5月）。〈網紅行銷是否已到陌路？重新審視網紅及部落客價值。〉，《銀河數位行銷學》。取自http://www.iwant-in.net/tw/iMarketing/?p=4062Digital PR（2019年8月）。〈網紅行銷怎麼做？會帶來什麼效益？國際知名案例帶你一次了解！〉，《Digital PR》。取自https://digitalpr.tw/%E7%B6%B2%E7%B4%85%E8%A1%8C%E9%8A%B7/EGMarketing（2018年5月）。〈口碑行銷｜PTT VS DARD 兩大論壇綜合比較〉，《EGMarketing》。取自https://www.gemarketing.com.tw/article/wom/ptt-dcard/Google台灣官方部落格（2017年10月）。〈台灣《YouTuber使用者行為大調查》揭密最新影音趨勢〉，《Google台灣官方部落格》。取自https://taiwan.googleblog.com/2017/10/youtube.htmlGremlin Works（2020年）。〈2020網紅行銷策略：網紅行銷為企業帶來新商機〉，《Gremlin Works》。取自https://gremlinworks.com.tw/kol-marketingAaker, J., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer research, 31(1), 1-16.Al-Qatami, M. M. J. (2019). The Effects Of Social Media Influencer Attributes On Collaborating Brand Credibility And Advocacy (Master`s thesis).Bian, X., & Moutinho, L. (2011). The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits. European Journal of Marketing.Bloch, P. H., & Richins, M. L. (1983). A theoretical model for the study of product importance perceptions. Journal of Marketing, 47(3), 69-81.Chang, D. Y. (2016). A study of TV drama series, cultural proximity and travel motivation: Moderation effect of enduring involvement. International Journal of Tourism Research, 18(4), 399-408.Chiu, C. M., Hsu, M. H., Lai, H., & Chang, C. M. (2012). Re-examining the influence of trust on online repeat purchase intention: The moderating role of habit and its antecedents. Decision Support Systems, 53(4), 835-845.Chiu, W., & Won, D. (2016). Consumer-brand relationships in sports products and repurchase intention. International Journal of Sports Marketing and Sponsorship.Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133.De Pelsmaeker, B., Yaar, A., & Huber-Lantz, C. (2015). U.S. Patent Application No. 14/329,320.Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities` Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7.Dwivedi, A., Nayeem, T., & Murshed, F. (2018). Brand experience and consumers’ willingness-to-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness. Journal of Retailing and Consumer Services, 44, 100-107.Elberse, A., & Verleun, J. (2012). The economic value of celebrity endorsements. Journal of advertising Research, 52(2), 149-165.Erdogan, B. Z., Baker, M. J., & Tagg, S. (2001). Selecting celebrity endorsers: The practitioner`s perspective. Journal of advertising research, 41(3), 39-48.Fang, S. R., Chang, E., Ou, C. C., & Chou, C. H. (2014). Internal market orientation, market capabilities and learning orientation. European Journal of Marketing, 48(1/2), 170–192. doi:10.1108/EJM-06-2010-0353Fang, Y., Qureshi, I., Sun, H., McCole, P., Ramsey, E., & Lim, K. H. (2014). Trust, satisfaction, and online repurchase intention. Mis Quarterly, 38(2), 407-A9.Ferns, B. H., & Walls, A. (2012). Enduring travel involvement, destination brand equity, and travelers’ visit intentions: A structural model analysis. Journal of Destination Marketing & Management, 1(1-2), 27-35.Gilaninia, S., Almani, A. M., Pournaserani, A., & Mousavian, S. J. (2011).Relationship marketing: A new approach to marketing in the third millennium. Australian journal of basic and applied sciences, 5(5), 787-799.Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). 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