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題名 網紅關注誘因與廣告創意程度對消費者行為意圖之影響：以懷疑人格為調節變數
The Effects of Influencer Charisma and Advertising Creativity on Consumers’ Behavioral Intentions: The Moderating Role of Skepticism作者 曾純煊
Tseng, Chun-Hsuan貢獻者 陳冠儒
Chen, Kuan-Ju
曾純煊
Tseng, Chun-Hsuan關鍵詞 網紅
網紅行銷
網紅關注誘因
廣告創意程度
懷疑人格
行為意圖
Influencer
Influencer marketing
Influencer charisma
Advertising creativity
Skepticism
Behavioral intentions日期 2021 上傳時間 4-Aug-2021 16:35:31 (UTC+8) 摘要 隨著網紅經濟的發展，許多企業都已將與網紅合作做為行銷策略的重點之一，因此如何挑選合適的網紅來推薦產品以增加廣告說服力與影響消費者行為意圖，是企業所需面對的重要課題。綜觀過往學者的研究，針對網紅行銷領域多圍繞在探討網紅行銷的廣告效果、網紅形象與可信度對購買意圖的影響，鮮少同時針對網紅內在與外在的特性以及廣告內容的呈現方式對消費者行為意圖影響的探討。因此本研究欲分析在網紅行銷之中，消費者對於網紅的關注誘因以及廣告創意程度的認知，會對消費者之購買意圖、持續使用行為、分享與互動行為等行為意圖帶來何種影響，並深入探討消費者心理層面的懷疑人格可能產生的調節效果。透過在社群網站上發放網路問卷的資料蒐集方式，並分析了308份有效問卷，研究結果發現網紅關注誘因與廣告創意程度對於行為意圖皆有正向且顯著的影響，本研究更發現懷疑人格在前述關係上的調節效果。懷疑人格會減弱網紅關注誘因對行為意圖的正向影響，以及懷疑人格會減弱廣告創意程度對行為意圖的正向影響。本研究理論上的貢獻為釐清網紅關注誘因、廣告創意程度如何顯著影響消費者的行為意圖，以及消費者心理層面的懷疑人格所產生的調節效果；實務上則可為企業在網紅行銷策略與執行上提供有效建議。
With the development of economy in influencer marketing, many companies have regarded it as an imperative marketing strategy. Selecting appropriate influencers to collaborate with, in an attempt to increasing advertising persuasiveness and boosting consumers’ behavior intentions, has become an important issue. As such, this study examine the effects of influencer charisma and advertising creativity on consumers’ behavioral intentions, including purchase intention, continuous usage, sharing and engaging behavior. This study further explores the moderating effect of skepticism in consumer psychology.Using a survey research method with an online questionnaire (N = 308) for data collection, the results indicated that influencer charisma and advertising creativity had positive and significant influences on consumers’ behavioral intentions. Most importantly, skepticism would weaken the relationship between influencer charisma and behavioral intentions, as well as the relationship between advertising creativity and behavioral intentions. Theoretically, this study contributes to the clarification of the complicate consumer decision-making processes and the moderating effect of skepticism in such processes. Managerially, the findings can provide useful suggestions for companies’ adoption and implementation of influencer marketing.參考文獻 一、英文資料Aaker, D. A., Myers, J. G., & Batra, R. (1992). Advertising management: 346-367. PA: Prentice Hall.Aghekyan-Simonian, M., Forsythe, S., Kwon, W. S., & Chattaraman, V. (2012). The role of product brand image and online store image on perceived risks and online purchase intentions for apparel. Journal of Retailing and Consumer Services, 19(3), 325-331.Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.Ang, S. H., & Low, S. Y. (2000). Exploring the dimensions of ad creativity. Psychology & Marketing, 17(10), 835-854.Ang, S. H., Lee, Y. H., & Leong, S. M. (2007). The ad creativity cube: Conceptualization and initial validation. Journal of the Academy of Marketing Science, 35(2), 220-232.Bao, X., & Bouthillier, F. (2007). Information sharing: As a type of information behavior. Paper presented at the Information Sharing in a Fragmented World: 35th Annual Conference of the Canadian Association for Information Science, McGill University, Montreal.Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new lessons, and new ideas. Journal of Marketing, 80(6), 122-145.Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 351-370.Campbell, M. C., & Kirmani, A. (2000). Consumers` use of persuasion knowledge: The effects of accessibility and cognitive capacity on perceptions of an influence agent. Journal of Consumer Research, 27(1), 69-83.Campbell, M. C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469-479.Cocker, H. L., & Cronin, J. (2017). Charismatic authority and the YouTuber: Unpacking the new cults of personality. Marketing theory, 17(4), 455-472.Dodds, W. D., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307-319.Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21-22.Eleanor, D. S. (2019, November 27). Instagram Campaign Use Grows — But What Could The Removal Of Likes Mean For Creators? Retrieved from https://www.tubefilter.com/2019/11/27/instagram-campaign-use-grows-but-what-could-the-removal-of-likes-mean-for-creators/Ensher, E. A., Grant-Vallone, E. J., & Marelich, W. D. (2002). Effects of Perceived Attitudinal and Demographic Similarity on Proteges` Support and Satisfaction Gained from their Mentoring Relationships. Journal of Applied Social Psychology, 32(7), 1407-1430.Eng, T. Y., & Kim, E. J. (2006). An examination of the antecedents of e-customer loyalty in a Confucian culture: The case of South Korea. The Service Industries Journal, 26(4), 437-458.France, S. L., Vaghefi, M. S., & Zhao, H. (2016). Characterizing viral videos: Methodology and applications. Electronic Commerce Research and Applications, 19, 19-32.Gannon, V., & Prothero, A. (2018). Beauty bloggers and YouTubers as a community of practice. Journal of Marketing Management, 34(7-8), 592-619.Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Press.Henderson, J. M., & Quandt, R. E. (1958) Microeconomic Theory: A Mathematical Approach. NY: McGraw-Hill Book Company.Heskett, J. L., Jones, T., Loveman, G., Sasser, W., & Schlesinger, L. (2008). Putting the service profit chain to work. Harvard Business Review, 118-129.Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion; psychological studies of opinion change. Yale University Press.Isaac, M. S., & Grayson, K. (2016). Beyond Skepticism: Can Accessing Persuasion Knowledge Bolster Credibility? Journal of Consumer Research, 43(6), 895-912.Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of consumer research, 11(4), 954-961.Liu, M. T., Huang, Y., & Jiang, M. (2007). Relations among Attractiveness of Endorsers, Match-up, and Purchase Intention in Sport Marketing in China. The Journal of Consumer Marketing, 24(6), 358-365.McGinnies, E., & Ward, C. D. (1980). Better liked than right: Trustworthiness and 47 expertise as factors in credibility. Personality and Social Psychology Bulletin, 6(3), 467-472.McGuire, W. J. (1985). Attitudes and attitude change. In: Lindzey, G. & Aronson, E., Eds., Handbook of Social Psychology, 3rd Edition, Vol. 2, Random House, New York, 233-346.Obermiller, C., Spangenberg, E., & MacLachlan, D. L. (2005). Ad skepticism: The consequences of disbelief. Journal of Advertising, 34(3), 7-17.Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers` perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.Pieters, R., Luk W., & Michel W. (2002). Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory. Management Science, 48(6), 765-81.Reynolds, F. D., Crask, M. R., & Wells, W. D. (1977). The modern feminine life style. The Journal of Marketing, 38-45.Rosengren, S., Eisend, M., Koslow, S., & Dahlen, M. (2020). A Meta-Analysis of When and How Advertising Creativity Works. Journal of Advertising, 1-18.Schlosser, A. E., Shavitt, S., & Kanfer, A. (1999). Survey of Internet users’ attitudes toward Internet advertising. Journal of Interactive Marketing, 13(3), 34-54.Smith, A. N., Fischer, E., & Chen, Y. (2012). How does brand-related user-generated content differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing, 26(2), 102-113.Smith, R. E., Chen, J., & Yang, X. (2008). The impact of advertising creativity on the hierarchy of effects. Journal of Advertising, 37(4), 47-62.Sternthal, B., & Craig, C. S. (1973). Humor in advertising. The Journal of Marketing, 12-18.Talja, S. (2002). Information sharing in academic communities: Types and levels of collaboration in information seeking and use. New Review of Information Behaviour Research, 3, 143-160.Tankovska, H. (2021, January 27). Number of monthly active Instagram users 2013-2018. Retrieved from https://www.statista.com/statistics/253577/number-of-monthly-active-instagram-users/Till, B. D., & Daniel, W. B. (2005). Recall and Persuasion: Does Creativity Matter? Journal of Advertising, 34(3), 47-57.Thompson, E. R. (2008). Development and validation of an International English Big-Five Mini-Markers. Personality and Individual Differences, 45(6), 542-548.Wang, S. W., & Scheinbaum, A. C. (2018). Enhancing brand credibility via celebrity endorsement: Trustworthiness trumps attractiveness and expertise. Journal of Advertising Research, 58(1), 16-31.Zanot, E. (1984). Public Attitudes Toward Advertising. International Journal of Advertising, 3(1), 3-15.Zeithaml, V. A. (1998). Consumer perceptions of price, quality and value: A means-end synthesis of evidence. Journal of Marketing, 52(3), 2-22.二、中文資料INSIDE（2019）。人力銀行調查：44%上班族想當網紅。民110年5月19日檢自：https://www.inside.com.tw/article/15586-44-percentage-of-office-workers-want-to-be-internet-sensationINSIDE（2020）。網紅經濟的興起與生態圈懶人包。民110年5月19日檢自：https://www.inside.com.tw/article/21987-kol-business-and-careerSHOPLINE（2019）。2019 必看垂直型網紅電商品牌：與消費者交朋友，案例分享引領網紅顯學浪潮。民110年5月19日檢自：https://blog.shopline.tw/social-media-brand-ecommerce/今周刊（2019）。網紅身價知多少？。民110年5月19日檢自：https://www.businesstoday.com.tw/article/category/154769/post/201902130019/%E7%B6%B2%E7%B4%85%E8%BA%AB%E5%83%B9%E7%9F%A5%E5%A4%9A%E5%B0%91%EF%BC%9F林杰銘（2020）。【Influencer Marketing 影響力行銷】百大企業都在用的網紅行銷。民110年5月19日檢自：https://imjaylin.com/influencer/財團法人台灣網路資訊中心（2019）。2019台灣網路報告。民110年5月19日檢自：https://report.twnic.tw/2019/assets/download/TWNIC_TaiwanInternetReport_2019_CH.pdf孫耕悅（2020）。社群媒體何時興起、從過去到現在的歷史、當前社會環境下的現況。民110年5月19日檢自：https://108104048.medium.com/social-media-d53a0b181074聯合新聞網（2020）。你是主流還是小眾？ 一張圖揭密台灣人最愛的社群媒體。民110年5月19日檢自：https://udn.com/news/story/7088/4491019 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363030資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108363030 資料類型 thesis dc.contributor.advisor 陳冠儒 zh_TW dc.contributor.advisor Chen, Kuan-Ju en_US dc.contributor.author (Authors) 曾純煊 zh_TW dc.contributor.author (Authors) Tseng, Chun-Hsuan en_US dc.creator (作者) 曾純煊 zh_TW dc.creator (作者) Tseng, Chun-Hsuan en_US dc.date (日期) 2021 en_US dc.date.accessioned 4-Aug-2021 16:35:31 (UTC+8) - dc.date.available 4-Aug-2021 16:35:31 (UTC+8) - dc.date.issued (上傳時間) 4-Aug-2021 16:35:31 (UTC+8) - dc.identifier (Other Identifiers) G0108363030 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/136719 - 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) 108363030 zh_TW dc.description.abstract (摘要) 隨著網紅經濟的發展，許多企業都已將與網紅合作做為行銷策略的重點之一，因此如何挑選合適的網紅來推薦產品以增加廣告說服力與影響消費者行為意圖，是企業所需面對的重要課題。綜觀過往學者的研究，針對網紅行銷領域多圍繞在探討網紅行銷的廣告效果、網紅形象與可信度對購買意圖的影響，鮮少同時針對網紅內在與外在的特性以及廣告內容的呈現方式對消費者行為意圖影響的探討。因此本研究欲分析在網紅行銷之中，消費者對於網紅的關注誘因以及廣告創意程度的認知，會對消費者之購買意圖、持續使用行為、分享與互動行為等行為意圖帶來何種影響，並深入探討消費者心理層面的懷疑人格可能產生的調節效果。透過在社群網站上發放網路問卷的資料蒐集方式，並分析了308份有效問卷，研究結果發現網紅關注誘因與廣告創意程度對於行為意圖皆有正向且顯著的影響，本研究更發現懷疑人格在前述關係上的調節效果。懷疑人格會減弱網紅關注誘因對行為意圖的正向影響，以及懷疑人格會減弱廣告創意程度對行為意圖的正向影響。本研究理論上的貢獻為釐清網紅關注誘因、廣告創意程度如何顯著影響消費者的行為意圖，以及消費者心理層面的懷疑人格所產生的調節效果；實務上則可為企業在網紅行銷策略與執行上提供有效建議。 zh_TW dc.description.abstract (摘要) With the development of economy in influencer marketing, many companies have regarded it as an imperative marketing strategy. Selecting appropriate influencers to collaborate with, in an attempt to increasing advertising persuasiveness and boosting consumers’ behavior intentions, has become an important issue. As such, this study examine the effects of influencer charisma and advertising creativity on consumers’ behavioral intentions, including purchase intention, continuous usage, sharing and engaging behavior. This study further explores the moderating effect of skepticism in consumer psychology.Using a survey research method with an online questionnaire (N = 308) for data collection, the results indicated that influencer charisma and advertising creativity had positive and significant influences on consumers’ behavioral intentions. Most importantly, skepticism would weaken the relationship between influencer charisma and behavioral intentions, as well as the relationship between advertising creativity and behavioral intentions. Theoretically, this study contributes to the clarification of the complicate consumer decision-making processes and the moderating effect of skepticism in such processes. Managerially, the findings can provide useful suggestions for companies’ adoption and implementation of influencer marketing. 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第四節 研究流程 6第二章 文獻探討 8第一節 網紅經濟 8第二節 網紅關注誘因 10第三節 廣告創意程度 12第四節 行為意圖 13第五節 懷疑人格 15第六節 研究假說 17第三章 研究方法 20第一節 研究架構 20第二節 研究設計 21第四章 資料分析 30第一節 樣本特性分析 30第二節 信度分析 32第三節 變異數分析 33第四節 迴歸分析 34第五節 資料分析結果 40第五章 結論與建議 41第一節 研究結論 41第二節 管理實務意涵 44第三節 研究限制與未來建議 45參考文獻 46 zh_TW dc.format.extent 1714128 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108363030 en_US dc.subject (關鍵詞) 網紅 zh_TW dc.subject (關鍵詞) 網紅行銷 zh_TW dc.subject (關鍵詞) 網紅關注誘因 zh_TW dc.subject (關鍵詞) 廣告創意程度 zh_TW dc.subject (關鍵詞) 懷疑人格 zh_TW dc.subject (關鍵詞) 行為意圖 zh_TW dc.subject (關鍵詞) Influencer en_US dc.subject (關鍵詞) Influencer marketing en_US dc.subject (關鍵詞) Influencer charisma en_US dc.subject (關鍵詞) Advertising creativity en_US dc.subject (關鍵詞) Skepticism en_US dc.subject (關鍵詞) Behavioral intentions en_US dc.title (題名) 網紅關注誘因與廣告創意程度對消費者行為意圖之影響：以懷疑人格為調節變數 zh_TW dc.title (題名) The Effects of Influencer Charisma and Advertising Creativity on Consumers’ Behavioral Intentions: The Moderating Role of Skepticism en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、英文資料Aaker, D. A., Myers, J. G., & Batra, R. (1992). Advertising management: 346-367. PA: Prentice Hall.Aghekyan-Simonian, M., Forsythe, S., Kwon, W. S., & Chattaraman, V. (2012). The role of product brand image and online store image on perceived risks and online purchase intentions for apparel. Journal of Retailing and Consumer Services, 19(3), 325-331.Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.Ang, S. H., & Low, S. Y. (2000). Exploring the dimensions of ad creativity. Psychology & Marketing, 17(10), 835-854.Ang, S. H., Lee, Y. H., & Leong, S. M. (2007). The ad creativity cube: Conceptualization and initial validation. Journal of the Academy of Marketing Science, 35(2), 220-232.Bao, X., & Bouthillier, F. (2007). Information sharing: As a type of information behavior. Paper presented at the Information Sharing in a Fragmented World: 35th Annual Conference of the Canadian Association for Information Science, McGill University, Montreal.Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new lessons, and new ideas. Journal of Marketing, 80(6), 122-145.Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 351-370.Campbell, M. C., & Kirmani, A. (2000). Consumers` use of persuasion knowledge: The effects of accessibility and cognitive capacity on perceptions of an influence agent. Journal of Consumer Research, 27(1), 69-83.Campbell, M. C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469-479.Cocker, H. L., & Cronin, J. (2017). Charismatic authority and the YouTuber: Unpacking the new cults of personality. Marketing theory, 17(4), 455-472.Dodds, W. D., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307-319.Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21-22.Eleanor, D. S. (2019, November 27). Instagram Campaign Use Grows — But What Could The Removal Of Likes Mean For Creators? Retrieved from https://www.tubefilter.com/2019/11/27/instagram-campaign-use-grows-but-what-could-the-removal-of-likes-mean-for-creators/Ensher, E. A., Grant-Vallone, E. J., & Marelich, W. D. (2002). Effects of Perceived Attitudinal and Demographic Similarity on Proteges` Support and Satisfaction Gained from their Mentoring Relationships. Journal of Applied Social Psychology, 32(7), 1407-1430.Eng, T. Y., & Kim, E. J. (2006). An examination of the antecedents of e-customer loyalty in a Confucian culture: The case of South Korea. The Service Industries Journal, 26(4), 437-458.France, S. L., Vaghefi, M. S., & Zhao, H. (2016). Characterizing viral videos: Methodology and applications. Electronic Commerce Research and Applications, 19, 19-32.Gannon, V., & Prothero, A. (2018). Beauty bloggers and YouTubers as a community of practice. Journal of Marketing Management, 34(7-8), 592-619.Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Press.Henderson, J. M., & Quandt, R. E. (1958) Microeconomic Theory: A Mathematical Approach. NY: McGraw-Hill Book Company.Heskett, J. L., Jones, T., Loveman, G., Sasser, W., & Schlesinger, L. (2008). Putting the service profit chain to work. Harvard Business Review, 118-129.Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion; psychological studies of opinion change. Yale University Press.Isaac, M. S., & Grayson, K. (2016). Beyond Skepticism: Can Accessing Persuasion Knowledge Bolster Credibility? 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