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題名 影響者自創品牌之行銷成效探討： 模仿慾望的調節角色
Examining the Effectiveness of Influencer Marketing on Their Own Brand: The Moderating Role of Mimicry Desire
作者 李雯祺
Li, Wen-Chi
貢獻者 陳冠儒
李雯祺
Li, Wen-Chi
關鍵詞 影響者行銷
消費者行為
自創品牌
吸引力
互動性
產品一致性
消費者參與
模仿慾望
Influencer Marketing
Own Brand
Attractiveness
Interactivity
Product Congruence
Trust In Branded Content
Purchase Intention
日期 2022
上傳時間 2-Aug-2023 13:30:35 (UTC+8)
摘要 隨著數位與社群行銷市場的擴大，與影響者合作已是許多企業在行銷策略上的重點之一。除了常見的合作形式，如:業配、團購及產品聯名等，許多影響者也選擇與企業合作來成立自創品牌，將影響者與粉絲間的網路流量轉化為產品的銷售量。而隨其所帶來的經濟效益，不論是名人型網紅（Celebrity Influencer）、超級網紅（Mega Influence）甚至是奈米網紅（Nano Influencer）皆紛紛投入此市場。
綜觀過去的學術研究，大多將影響者行銷與品牌視為合作單位分開討論，主要探討影響者為品牌帶來的效益以及對於消費者購買意圖的影響，較少針對影響者自創品牌的商業模式進行探討。隨著影響者行銷的發展趨勢，自創品牌已逐漸成為市場常態，因此本研究將探討影響者行銷自創品牌之關鍵因素（吸引力、互動性、產品一致性）對於消費者行為（品牌內容信任、購買意圖）會產生何種影響，並深入探討過程中消費者參與的中介效力以及模仿慾望在此中介關係上可能產生的調節效果。
透過個人社群網站以及網路社團發放問卷的樣本蒐集方式，將蒐集到227份有效問卷加以分析，研究結果顯示消費者參與在影響者行銷之關鍵因素：吸引力、互動性、產品一致性對與消費者行為皆產生正向且顯著的完全或部分中介效果。更發現消費者的模仿慾望在上述之中介關係會產生顯著的調節效果。本研究於學術理論上的貢獻為釐清影響者自創品牌的行銷成效及影響因素；實務上可對企業及影響者在自創品牌的行銷策略上提供有效的建議及執行方向。
With the expansion of influencer marketing, collaborating with influencers is regarded as an imperative marketing strategy by many companies nowadays. In addition to the common forms of collaboration, such as sponsored posts, group buying, and co-branding strategies, influencers choose to work with companies to create their own brand, which converts the online traffic into product sales. As such, this study examines the mediating effect of consumer engagement in the relationships between consumers’ perceptions, including attractiveness, interactivity, and product congruence, and their behavior, including trust in branded content and purchase intention. This study further explores the moderating effect of mimicry desire in the process.
Adopting the survey research method with an online questionnaire (N = 227) for data collection, the results showed that consumers’ perceptions, including attractiveness interactivity, product congruence, regarding influencers’ own brand had significant and positive effects on their trust in branded content and purchase intentions. Moreover, consumer engagement fully or partially mediated these relationships. Most importantly, mimicry desire played a moderating role in the above mentioned mediating relationships. Theoretically, this study contributes to the application of influencer marketing on influencers’ own brand. Managerially, it also provides useful suggestions for influencers and companies to develop effective branding strategies via social media.
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描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
109363113
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109363113
資料類型 thesis
dc.contributor.advisor 陳冠儒zh_TW
dc.contributor.author (Authors) 李雯祺zh_TW
dc.contributor.author (Authors) Li, Wen-Chien_US
dc.creator (作者) 李雯祺zh_TW
dc.creator (作者) Li, Wen-Chien_US
dc.date (日期) 2022en_US
dc.date.accessioned 2-Aug-2023 13:30:35 (UTC+8)-
dc.date.available 2-Aug-2023 13:30:35 (UTC+8)-
dc.date.issued (上傳時間) 2-Aug-2023 13:30:35 (UTC+8)-
dc.identifier (Other Identifiers) G0109363113en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/146421-
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) 109363113zh_TW
dc.description.abstract (摘要) 隨著數位與社群行銷市場的擴大，與影響者合作已是許多企業在行銷策略上的重點之一。除了常見的合作形式，如:業配、團購及產品聯名等，許多影響者也選擇與企業合作來成立自創品牌，將影響者與粉絲間的網路流量轉化為產品的銷售量。而隨其所帶來的經濟效益，不論是名人型網紅（Celebrity Influencer）、超級網紅（Mega Influence）甚至是奈米網紅（Nano Influencer）皆紛紛投入此市場。
綜觀過去的學術研究，大多將影響者行銷與品牌視為合作單位分開討論，主要探討影響者為品牌帶來的效益以及對於消費者購買意圖的影響，較少針對影響者自創品牌的商業模式進行探討。隨著影響者行銷的發展趨勢，自創品牌已逐漸成為市場常態，因此本研究將探討影響者行銷自創品牌之關鍵因素（吸引力、互動性、產品一致性）對於消費者行為（品牌內容信任、購買意圖）會產生何種影響，並深入探討過程中消費者參與的中介效力以及模仿慾望在此中介關係上可能產生的調節效果。
透過個人社群網站以及網路社團發放問卷的樣本蒐集方式，將蒐集到227份有效問卷加以分析，研究結果顯示消費者參與在影響者行銷之關鍵因素：吸引力、互動性、產品一致性對與消費者行為皆產生正向且顯著的完全或部分中介效果。更發現消費者的模仿慾望在上述之中介關係會產生顯著的調節效果。本研究於學術理論上的貢獻為釐清影響者自創品牌的行銷成效及影響因素；實務上可對企業及影響者在自創品牌的行銷策略上提供有效的建議及執行方向。		zh_TW
dc.description.abstract (摘要) With the expansion of influencer marketing, collaborating with influencers is regarded as an imperative marketing strategy by many companies nowadays. In addition to the common forms of collaboration, such as sponsored posts, group buying, and co-branding strategies, influencers choose to work with companies to create their own brand, which converts the online traffic into product sales. As such, this study examines the mediating effect of consumer engagement in the relationships between consumers’ perceptions, including attractiveness, interactivity, and product congruence, and their behavior, including trust in branded content and purchase intention. This study further explores the moderating effect of mimicry desire in the process.
Adopting the survey research method with an online questionnaire (N = 227) for data collection, the results showed that consumers’ perceptions, including attractiveness interactivity, product congruence, regarding influencers’ own brand had significant and positive effects on their trust in branded content and purchase intentions. Moreover, consumer engagement fully or partially mediated these relationships. Most importantly, mimicry desire played a moderating role in the above mentioned mediating relationships. Theoretically, this study contributes to the application of influencer marketing on influencers’ own brand. Managerially, it also provides useful suggestions for influencers and companies to develop effective branding strategies via social media.		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 4
第三節 研究目的 5
第四節 研究流程 6
第二章 文獻探討 7
第一節 影響者行銷 7
第二節 影響者行銷之關鍵因素 10
第三節 消費者行為 13
第四節 消費者心理 15
第五節 研究假說 18
第六節 研究架構 20
第三章 研究方法 21
第一節 研究設計 21
第四章 資料分析 32
第一節 樣本特性分析 32
第二節 信度分析結果 34
第三節 研究假說驗證 35
第四節 變異數分析 35
第五節 迴歸分析 37
第六節 中介及調節效果分析 38
第五章 研究結論與建議 48
第一節 資料分析結果 48
第二節 研究結論 49
第三節 管理實務意涵 52
第四節 研究限制與未來研究建議 54
參考文獻 55		zh_TW
dc.format.extent 2461573 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109363113en_US
dc.subject (關鍵詞) 影響者行銷zh_TW
dc.subject (關鍵詞) 消費者行為zh_TW
dc.subject (關鍵詞) 自創品牌zh_TW
dc.subject (關鍵詞) 吸引力zh_TW
dc.subject (關鍵詞) 互動性zh_TW
dc.subject (關鍵詞) 產品一致性zh_TW
dc.subject (關鍵詞) 消費者參與zh_TW
dc.subject (關鍵詞) 模仿慾望zh_TW
dc.subject (關鍵詞) Influencer Marketingen_US
dc.subject (關鍵詞) Own Branden_US
dc.subject (關鍵詞) Attractivenessen_US
dc.subject (關鍵詞) Interactivityen_US
dc.subject (關鍵詞) Product Congruenceen_US
dc.subject (關鍵詞) Trust In Branded Contenten_US
dc.subject (關鍵詞) Purchase Intentionen_US
dc.title (題名) 影響者自創品牌之行銷成效探討： 模仿慾望的調節角色zh_TW
dc.title (題名) Examining the Effectiveness of Influencer Marketing on Their Own Brand: The Moderating Role of Mimicry Desireen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 參考文獻
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