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題名 美妝網紅行銷的單雙面訊息對消費者態度之影響:探討贊助透明度、自由威脅和感知相似性的作用
Examining the effect of message-sidedness on consumer attitudes toward cosmetic influencer marketing: The roles of sponsorship transparency, freedom threat, and perceived similarity作者 麥博宇
MAI, Po-Yu貢獻者 林芝璇
Lin, Jhih-Syuan
麥博宇
MAI, Po-Yu關鍵詞 單雙面訊息
贊助透明
自由威脅
感知相似性
微網紅
網紅行銷
美妝網紅行銷
Message-sidedness
Sponsorship transparency
Freedom threat
Perceived similarity
Micro-influencer
Influencer marketing
Cosmetic influencer marketing日期 2023 上傳時間 9-Mar-2023 18:56:17 (UTC+8) 摘要 近年來網紅行銷成為社群行銷趨勢,尤其在吸引千禧世代和Z世代消費者上,扮演重要角色。現今許多研究致力於探討網紅行銷策略效果,以了解其中的關鍵要素。然而在網紅行銷上,單雙面訊息是否影響廣告效果仍是未知數。有鑒於此,本研究旨在瞭解美妝網紅行銷的單雙面訊息對消費者態度的影響,並探討贊助透明、自由威脅和感知相似性在其中的作用。本研究採用實驗法搜集了231份有效樣本,研究結果發現:(1)無論在贊助影片中使用單面或雙面訊息,消費者對贊助影片的態度是相似的;(2)相對於雙面訊息,單面訊息會提高消費者對透明度的感知,但贊助透明度不會影響消費者的態度;(3)相對於單面訊息,雙面訊息會降低消費者對贊助影片自由威脅性的感知,而自由威脅會對消費者的態度產生負面影響;(4)感知相似性對單雙面訊息的間接影響不具有調節中介的效果。最後,本研究針對結果進行討論,歸結出理論及實務面的洞察,並提出研究限制和未來研究可持續發展之方向。
Influencer marketing has become a popular social media advertising strategy, especially for trying to seize Millennial and Generation Z (Gen Z) consumers’ purchasing power. Extant research has been devoted to understanding how influencer marketing works in order to identify critical elements that may contribute to the effectiveness of influencer marketing. However, it is still unclear whether message-sidedness determines consumer outcomes through different psychological processes after exposure to influencer-generated content. The purpose of this study is, therefore, to gain insight into the impact of message-sidedness on consumer responses to cosmetic micro-influencer marketing, as well as to investigate the roles of sponsorship transparency, freedom threat, and perceived similarity during the process. An online experiment (N = 231) revealed that (1) consumers’ responses towards sponsored posts were similar regardless of the presence of a one-sided or a two-sided message; (2) a one-sided (vs. two-sided) message induced a higher level of perceived sponsorship transparency, but sponsorship transparency did not influence consumer outcomes; (3) a two-sided (vs. one-sided) message resulted in a lower level of perceived freedom threat, and freedom threat had a negative impact on consumer outcomes; and (4) perceived similarity did not moderate those indirect effects. The findings are interpreted in terms of theoretical and managerial implications. Limitations and directions for future research are also discussed.參考文獻 Alampi, A. (2019). The future is micro: How to build an effective micro-influencer programme. Journal of Digital & Social Media Marketing, 7(3), 203-208.Allied Market Research. (2022). Men Personal Care Market:2022. Retrirved from https://www.alliedmarketresearch.com/Allen, M. 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國立政治大學
國際傳播英語碩士學位學程(IMICS)
109461004資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109461004 資料類型 thesis dc.contributor.advisor 林芝璇 zh_TW dc.contributor.advisor Lin, Jhih-Syuan en_US dc.contributor.author (Authors) 麥博宇 zh_TW dc.contributor.author (Authors) MAI, Po-Yu en_US dc.creator (作者) 麥博宇 zh_TW dc.creator (作者) MAI, Po-Yu en_US dc.date (日期) 2023 en_US dc.date.accessioned 9-Mar-2023 18:56:17 (UTC+8) - dc.date.available 9-Mar-2023 18:56:17 (UTC+8) - dc.date.issued (上傳時間) 9-Mar-2023 18:56:17 (UTC+8) - dc.identifier (Other Identifiers) G0109461004 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/143910 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際傳播英語碩士學位學程(IMICS) zh_TW dc.description (描述) 109461004 zh_TW dc.description.abstract (摘要) 近年來網紅行銷成為社群行銷趨勢,尤其在吸引千禧世代和Z世代消費者上,扮演重要角色。現今許多研究致力於探討網紅行銷策略效果,以了解其中的關鍵要素。然而在網紅行銷上,單雙面訊息是否影響廣告效果仍是未知數。有鑒於此,本研究旨在瞭解美妝網紅行銷的單雙面訊息對消費者態度的影響,並探討贊助透明、自由威脅和感知相似性在其中的作用。本研究採用實驗法搜集了231份有效樣本,研究結果發現:(1)無論在贊助影片中使用單面或雙面訊息,消費者對贊助影片的態度是相似的;(2)相對於雙面訊息,單面訊息會提高消費者對透明度的感知,但贊助透明度不會影響消費者的態度;(3)相對於單面訊息,雙面訊息會降低消費者對贊助影片自由威脅性的感知,而自由威脅會對消費者的態度產生負面影響;(4)感知相似性對單雙面訊息的間接影響不具有調節中介的效果。最後,本研究針對結果進行討論,歸結出理論及實務面的洞察,並提出研究限制和未來研究可持續發展之方向。 zh_TW dc.description.abstract (摘要) Influencer marketing has become a popular social media advertising strategy, especially for trying to seize Millennial and Generation Z (Gen Z) consumers’ purchasing power. Extant research has been devoted to understanding how influencer marketing works in order to identify critical elements that may contribute to the effectiveness of influencer marketing. However, it is still unclear whether message-sidedness determines consumer outcomes through different psychological processes after exposure to influencer-generated content. The purpose of this study is, therefore, to gain insight into the impact of message-sidedness on consumer responses to cosmetic micro-influencer marketing, as well as to investigate the roles of sponsorship transparency, freedom threat, and perceived similarity during the process. An online experiment (N = 231) revealed that (1) consumers’ responses towards sponsored posts were similar regardless of the presence of a one-sided or a two-sided message; (2) a one-sided (vs. two-sided) message induced a higher level of perceived sponsorship transparency, but sponsorship transparency did not influence consumer outcomes; (3) a two-sided (vs. one-sided) message resulted in a lower level of perceived freedom threat, and freedom threat had a negative impact on consumer outcomes; and (4) perceived similarity did not moderate those indirect effects. The findings are interpreted in terms of theoretical and managerial implications. Limitations and directions for future research are also discussed. en_US dc.description.tableofcontents INTRODUCTION 1Research background 1Research objectives 4LITERATURE REVIEW 9Influencer marketing on YouTube 9Cosmetic industry and influencer marketing 12Effect of message-sidedness on consumer outcomes 14Sponsorship transparency 16Freedom threat 20The moderating effect of perceived similarity 24METHODOLOGY 28Conceptual framework and hypotheses 28Research design 30Research participants 30Stimuli development 31Pretest method 33Main Study 40RESULTS 48Sample 48Reliability and descriptive analysis 50Manipulation check 52The effect of message-sidedness on consumer outcomes 54The effect of message-sidedness on sponsorship transparency 60The effect of sponsorship transparency on consumer outcomes 61The effect of message-sidedness on freedom threat 67The effect of freedom threat on consumer outcomes 69The moderating effect of perceived similarity 75DISCUSSION 85The effect of message-sidedness on consumer outcomes 86The effect of sponsorship transparency 88The effect of freedom threat 91The moderating role of perceived similarity 93Theoretical implications 95Practical implications 97Limitation and future research 99REFERENCES 104APPENDICES 128Appendix A: Stimulus materials 128Appendix B: Pretest 129Appendix C: Main study 132 zh_TW dc.format.extent 3418717 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109461004 en_US dc.subject (關鍵詞) 單雙面訊息 zh_TW dc.subject (關鍵詞) 贊助透明 zh_TW dc.subject (關鍵詞) 自由威脅 zh_TW dc.subject (關鍵詞) 感知相似性 zh_TW dc.subject (關鍵詞) 微網紅 zh_TW dc.subject (關鍵詞) 網紅行銷 zh_TW dc.subject (關鍵詞) 美妝網紅行銷 zh_TW dc.subject (關鍵詞) Message-sidedness en_US dc.subject (關鍵詞) Sponsorship transparency en_US dc.subject (關鍵詞) Freedom threat en_US dc.subject (關鍵詞) Perceived similarity en_US dc.subject (關鍵詞) Micro-influencer en_US dc.subject (關鍵詞) Influencer marketing en_US dc.subject (關鍵詞) Cosmetic influencer marketing en_US dc.title (題名) 美妝網紅行銷的單雙面訊息對消費者態度之影響:探討贊助透明度、自由威脅和感知相似性的作用 zh_TW dc.title (題名) Examining the effect of message-sidedness on consumer attitudes toward cosmetic influencer marketing: The roles of sponsorship transparency, freedom threat, and perceived similarity en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Alampi, A. 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