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題名 網紅行銷對電商產業的影響
The Effects of Online Celebrity Marketing on the Electronic Commerce Industry作者 林宛瑜
Lin, Wan-Yu貢獻者 何靜嫺
林宛瑜
Lin Wan-Yu關鍵詞 網紅市場
網紅行銷
網路效應
學習效果
寡占市場
Online celebrity marketing
Learning effect
Network effect
Imperfect competition日期 2022 上傳時間 1-Jul-2022 16:27:11 (UTC+8) 摘要 近年來在網路購物的快速興起下， 網紅行銷成為電子商務產業的一大重點，因為網紅在網際網路下受到許多消費者的認同與喜愛，許多電商皆選擇以網紅來推廣商品，增加商品能見度。網紅市場會存在網路效應，越多人參與會提高商品價值，此外網紅對於商品的推廣會提升網紅效應、學習效果，並降低不確定性。本文以兩種寡占模型分別分析電商在市場規模大或市場規模小時，引入網紅行銷後市場均衡的變化。研究結果發現，當廠商的競爭對手沒有採取網紅行銷時，在規模大的市場下，則該廠商有絕對的誘因採取網紅行銷以提高利潤；若在規模小的市場下，廠商採取網紅行銷反而會降低價格，因此需以提升網紅效應、學習效果，並降低不確定性提高自身商品價值，以此擴大市場份額。若是競爭對手採取網紅行銷時，不論市場規模大小，自身商品價值皆須高於對方價值才能使自身利潤高於對手利潤，因此廠商有誘因去提升網紅效應、學習效果，並降低不確定性以提高自身商品價值。本文研究中發現網紅行銷是很好去創造獲利的模式，當廠商引入網紅市場，便可通過提升網紅效應、學習效果，或降低不確定性來擴大市場份額、價格與利潤差距。
More and more people shopping online recently, and many online platforms choose the online celebrity to promote their products, so the scale of online celebrity marketing has been developed rapidly. Online celebrity marketing exists a network effect, which means when more people join the network, the product value will become higher. It can also increase the celebrity effect, learning effect and reduce uncertainty. In our paper, we use two models to analyze the equilibrium in the large market and the small market. When the firm’s opponent didn’t adopt online celebrity marketing, in the large market, the firm has an incentive to adopt online celebrity marketing; in the small market, its price may decrease, so it should increase the celebrity effect, learning effect, or decrease uncertainty to increase its market share. If the firm’s opponent adopts online celebrity marketing, then in both large and small markets, the firm should ensure its product value would higher than its opponent. So that it will have a profit incentive to increase the celebrity effect, learning effect, or decrease uncertainty.參考文獻 Abbas, A., Afshan, G., Aslam, I., & Ewaz, L. (2018). The effect of celebrity endorsement on customer purchase intention: A comparative study. Current Economics and Management Research, 4(1), 1-10.Agrawal, J., & Kamakura, W. A. (1995). The economic worth of celebrity endorsers: An event study analysis. Journal of marketing, 59(3), 56-62.Cenfetelli, R., & Benbasat, I. (2019). The Influence of E-Commerce Live Streaming on Lifestyle Fit Uncertainty and Online Purchase Intention of Experience Products.Cheng, Hsiu-Hua. "The Effects of Product Stimuli and Social Stimuli on Online Impulse Buying in Live Streams." Proceedings of the 2020 International Conference on Management of e-Commerce and e-Government. 2020.Fan, F., Chan, K., & Wang, Y. (2022). Older Consumers’ Perceptions of Advertising with Celebrity Endorsement. Asian Journal of Business Research Volume, 12(1).Geng, R., Wang, S., Chen, X., Song, D., & Yu, J. (2020). Content marketing in e-commerce platforms in the internet celebrity economy. Industrial Management & Data Systems.Geng, R., Wang, S., Chen, X., Song, D., & Yu, J. (2020). Content marketing in e-commerce platforms in the internet celebrity economy. Industrial Management & Data Systems, 120(3), 464-485.Hilvert-Bruce, Z., Neill, J. T., Sjöblom, M., & Hamari, J. (2018). Social motivations of live-streaming viewer engagement on Twitch. Computers in Human Behavior, 84, 58-67.Industrial Organization Markets and StrategiesKadekova & Holiencinova (September 24, 2018). "Influencer Marketing as a Modern Phenomenon Creating a New Frontier of Virtual Opportunities". Communication Today. 9:2: 92.Kang, K., Lu, J., Guo, L., & Li, W. (2021). The dynamic effect of interactivity on customer engagement behavior through tie strength: Evidence from live streaming commerce platforms. International Journal of Information Management, 56, 102251.Ki, Chung-Wha (2019). "The mechanism by which social media influencers persuade consumers: The role of consumers` desire to mimic". Psychol Mark. 36 (10): 905–922. doi:10.1002/mar.21244. S2CID 201352512.Navon, A., Shy, O., & Thisse, J. F. (1995). Product differentiation in the presence of positive and negative network effects. Centre for Economic Policy Research.Nurfadila, S. (2020). Impact of Influencers in Consumer Decision Process: The Fashion Industry. Interdisciplinary Journal on Law, Social Sciences and Humanities, 1(2), 1-14Park, Hyun Jung, and Li Min Lin. "The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement." Journal of Retailing and Consumer Services 52 (2020): 101934.Paul Belleflamme, Université Catholique de Louvain, Belgium, Martin Peitz, Universität Mannheim, GermanySundermann, Gerrit (2019). "Strategic Communication through Social Media Influencers: Current State of Research and Desiderata". International Journal of Strategic Communication.Tseng, F. C. (2008, September). Network effects and multiple adoption: Two fundamental factors in the competition of e-commerce. In 2008 4th IEEE International Conference on Management of Innovation and Technology (pp. 498-502). IEEE.Zabel, C., & Pagel, S. (2017). Influencer Marketing–Die Sicht der YouTube-Creators [Influencer Marketing The YouTube creators’ perspective]. Marketing Review St. Gallen, 2, 26-35.网红直播带货视角下消费者购买决策的影响研究柳凌镕、王澜,2021熊韵秋. (2019). 网红经济时代的粉丝消费认同探究. 收藏, 11.席海婷. (2018). 双边平台的战略, 结构与网络效应如何相互影响? (Master`s thesis, 东北财经大学). 描述 碩士
國立政治大學
經濟學系
109258019資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109258019 資料類型 thesis dc.contributor.advisor 何靜嫺 zh_TW dc.contributor.author (Authors) 林宛瑜 zh_TW dc.contributor.author (Authors) Lin Wan-Yu en_US dc.creator (作者) 林宛瑜 zh_TW dc.creator (作者) Lin, Wan-Yu en_US dc.date (日期) 2022 en_US dc.date.accessioned 1-Jul-2022 16:27:11 (UTC+8) - dc.date.available 1-Jul-2022 16:27:11 (UTC+8) - dc.date.issued (上傳時間) 1-Jul-2022 16:27:11 (UTC+8) - dc.identifier (Other Identifiers) G0109258019 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/140690 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 經濟學系 zh_TW dc.description (描述) 109258019 zh_TW dc.description.abstract (摘要) 近年來在網路購物的快速興起下， 網紅行銷成為電子商務產業的一大重點，因為網紅在網際網路下受到許多消費者的認同與喜愛，許多電商皆選擇以網紅來推廣商品，增加商品能見度。網紅市場會存在網路效應，越多人參與會提高商品價值，此外網紅對於商品的推廣會提升網紅效應、學習效果，並降低不確定性。本文以兩種寡占模型分別分析電商在市場規模大或市場規模小時，引入網紅行銷後市場均衡的變化。研究結果發現，當廠商的競爭對手沒有採取網紅行銷時，在規模大的市場下，則該廠商有絕對的誘因採取網紅行銷以提高利潤；若在規模小的市場下，廠商採取網紅行銷反而會降低價格，因此需以提升網紅效應、學習效果，並降低不確定性提高自身商品價值，以此擴大市場份額。若是競爭對手採取網紅行銷時，不論市場規模大小，自身商品價值皆須高於對方價值才能使自身利潤高於對手利潤，因此廠商有誘因去提升網紅效應、學習效果，並降低不確定性以提高自身商品價值。本文研究中發現網紅行銷是很好去創造獲利的模式，當廠商引入網紅市場，便可通過提升網紅效應、學習效果，或降低不確定性來擴大市場份額、價格與利潤差距。 zh_TW dc.description.abstract (摘要) More and more people shopping online recently, and many online platforms choose the online celebrity to promote their products, so the scale of online celebrity marketing has been developed rapidly. Online celebrity marketing exists a network effect, which means when more people join the network, the product value will become higher. It can also increase the celebrity effect, learning effect and reduce uncertainty. In our paper, we use two models to analyze the equilibrium in the large market and the small market. When the firm’s opponent didn’t adopt online celebrity marketing, in the large market, the firm has an incentive to adopt online celebrity marketing; in the small market, its price may decrease, so it should increase the celebrity effect, learning effect, or decrease uncertainty to increase its market share. If the firm’s opponent adopts online celebrity marketing, then in both large and small markets, the firm should ensure its product value would higher than its opponent. So that it will have a profit incentive to increase the celebrity effect, learning effect, or decrease uncertainty. en_US dc.description.tableofcontents 1. Introduction 72. Related Literature 93. Online celebrity marketing in Large Oligopolistic Market 123.1 ONE-SIDED ONLINE CELEBRITY MARKETING IN DUOPOLY 123.1.1 MARKET EQUILIBRIUM WITH ONE-SIDED ONLINE CELEBRITY MARKETING 153.1.2 MARKET EQUILIBRIUM WITHOUT ONLINE CELEBRITY MARKETING 183.1.3 EFFECTS OF ONE-SIDED ONLINE CELEBRITY MARKETING 193.2 TWO-SIDED ONLINE CELEBRITY MARKETING 253.2.1 MARKET EQUILIBRIUM WITH TWO-SIDED ONLINE CELEBRITY MARKETING 253.2.2 EFFECTS OF TWO-SIDED ONLINE CELEBRITY MARKETING 283.3 ENTRANT WITH ONLINE CELEBRITY MARKETING VS TWO TRADITIONAL INCUMBENTS 323.3.1 MARKET EQUILIBRIUM WITH ONLY ENTRANT USING ONLINE CELEBRITY MARKETING 343.3.2 EFFECT OF ENTRANT WITH ONLINE CELEBRITY MARKETING TO THE TRADITIONAL MARKET 364. Online celebrity marketing in Small Oligopolistic Market 404.1 ONE-SIDED ONLINE CELEBRITY MARKETING IN DUOPOLY 404.1.1 MARKET EQUILIBRIUM WITH ONE-SIDED ONLINE CELEBRITY MARKETING 414.1.2 MARKET EQUILIBRIUM WITHOUT ONLINE CELEBRITY MARKETING 444.1.3 EFFECTS OF ONE-SIDED ONLINE CELEBRITY MARKETING 454.2 TWO-SIDED ONLINE CELEBRITY MARKETING 494.2.1 MARKET EQUILIBRIUM WITH TWO-SIDED ONLINE CELEBRITY MARKETING 504.2.2 EFFECTS OF TWO-SIDED ONLINE CELEBRITY MARKETING 514.3 ENTRANT WITH ONLINE CELEBRITY MARKETING VS TWO TRADITIONAL INCUMBENTS 544.3.1 MARKET EQUILIBRIUM WITH ONLY ENTRANT USING ONLINE CELEBRITY MARKETING 564.3.2 EFFECT OF ENTRANT WITH ONLINE CELEBRITY MARKETING TO THE TRADITIONAL MARKET 575. Conclusion 60References 63Appendix 64 zh_TW dc.format.extent 1676541 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109258019 en_US dc.subject (關鍵詞) 網紅市場 zh_TW dc.subject (關鍵詞) 網紅行銷 zh_TW dc.subject (關鍵詞) 網路效應 zh_TW dc.subject (關鍵詞) 學習效果 zh_TW dc.subject (關鍵詞) 寡占市場 zh_TW dc.subject (關鍵詞) Online celebrity marketing en_US dc.subject (關鍵詞) Learning effect en_US dc.subject (關鍵詞) Network effect en_US dc.subject (關鍵詞) Imperfect competition en_US dc.title (題名) 網紅行銷對電商產業的影響 zh_TW dc.title (題名) The Effects of Online Celebrity Marketing on the Electronic Commerce Industry en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Abbas, A., Afshan, G., Aslam, I., & Ewaz, L. (2018). The effect of celebrity endorsement on customer purchase intention: A comparative study. Current Economics and Management Research, 4(1), 1-10.Agrawal, J., & Kamakura, W. A. (1995). The economic worth of celebrity endorsers: An event study analysis. Journal of marketing, 59(3), 56-62.Cenfetelli, R., & Benbasat, I. (2019). The Influence of E-Commerce Live Streaming on Lifestyle Fit Uncertainty and Online Purchase Intention of Experience Products.Cheng, Hsiu-Hua. "The Effects of Product Stimuli and Social Stimuli on Online Impulse Buying in Live Streams." Proceedings of the 2020 International Conference on Management of e-Commerce and e-Government. 2020.Fan, F., Chan, K., & Wang, Y. (2022). Older Consumers’ Perceptions of Advertising with Celebrity Endorsement. Asian Journal of Business Research Volume, 12(1).Geng, R., Wang, S., Chen, X., Song, D., & Yu, J. (2020). Content marketing in e-commerce platforms in the internet celebrity economy. Industrial Management & Data Systems.Geng, R., Wang, S., Chen, X., Song, D., & Yu, J. (2020). Content marketing in e-commerce platforms in the internet celebrity economy. Industrial Management & Data Systems, 120(3), 464-485.Hilvert-Bruce, Z., Neill, J. T., Sjöblom, M., & Hamari, J. (2018). Social motivations of live-streaming viewer engagement on Twitch. Computers in Human Behavior, 84, 58-67.Industrial Organization Markets and StrategiesKadekova & Holiencinova (September 24, 2018). "Influencer Marketing as a Modern Phenomenon Creating a New Frontier of Virtual Opportunities". Communication Today. 9:2: 92.Kang, K., Lu, J., Guo, L., & Li, W. (2021). The dynamic effect of interactivity on customer engagement behavior through tie strength: Evidence from live streaming commerce platforms. International Journal of Information Management, 56, 102251.Ki, Chung-Wha (2019). "The mechanism by which social media influencers persuade consumers: The role of consumers` desire to mimic". Psychol Mark. 36 (10): 905–922. doi:10.1002/mar.21244. S2CID 201352512.Navon, A., Shy, O., & Thisse, J. F. (1995). Product differentiation in the presence of positive and negative network effects. Centre for Economic Policy Research.Nurfadila, S. (2020). Impact of Influencers in Consumer Decision Process: The Fashion Industry. Interdisciplinary Journal on Law, Social Sciences and Humanities, 1(2), 1-14Park, Hyun Jung, and Li Min Lin. "The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement." Journal of Retailing and Consumer Services 52 (2020): 101934.Paul Belleflamme, Université Catholique de Louvain, Belgium, Martin Peitz, Universität Mannheim, GermanySundermann, Gerrit (2019). "Strategic Communication through Social Media Influencers: Current State of Research and Desiderata". International Journal of Strategic Communication.Tseng, F. C. (2008, September). Network effects and multiple adoption: Two fundamental factors in the competition of e-commerce. In 2008 4th IEEE International Conference on Management of Innovation and Technology (pp. 498-502). IEEE.Zabel, C., & Pagel, S. (2017). Influencer Marketing–Die Sicht der YouTube-Creators [Influencer Marketing The YouTube creators’ perspective]. Marketing Review St. Gallen, 2, 26-35.网红直播带货视角下消费者购买决策的影响研究柳凌镕、王澜,2021熊韵秋. (2019). 网红经济时代的粉丝消费认同探究. 收藏, 11.席海婷. (2018). 双边平台的战略, 结构与网络效应如何相互影响? (Master`s thesis, 东北财经大学). zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202200616 en_US
