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題名 影響者自創品牌行銷：探究影響者特質、產品適配度、從眾行為對消費者行為之影響
Influencer-Owned Brand Marketing: Exploring the Effects of Influencer Characteristics, Product-Influencer Fit, and Conformity on Consumer Behavior
作者 湯喬閔
Tang, Chiao-Min
貢獻者 陳冠儒
Chen, Kuan-Ju
湯喬閔
Tang, Chiao-Min
關鍵詞 影響者行銷
影響者自創品牌
影響者特質
產品適配度
搜尋意願
購買意願
從眾行為
Influencer Marketing
Influencer-owned Brand
Influencer Attractiveness
Product-influencer Fit
Search Intention
Purchase Intention
Conformity
日期 2023
上傳時間 2-Aug-2023 13:31:32 (UTC+8)
摘要 本研究之目的為探討影響者在推出自創品牌時，其自身特質之吸引力、專業度、可靠性與同質性，對於消費者行為之搜尋意願和購買意願的影響，並了解自創品牌之產品適配度在此模型下是否存在中介效果。同時進一步探討從眾行為是否會調節影響者吸引力、專業度、可靠性與同質性，經由產品適配度對消費者搜尋意願與購買意願所產生的影響。研究方法以網路問卷進行調查，為增加研究結果概括性特別選定網路紅人與明星藝人作為目標影響者，並以虛擬香氛蠟燭自創品牌進行研究設計，共計回收 324 份有效問卷。

研究結果發現產品適配度在影響者吸引力、專業度、可靠性與同質性，對消費者搜尋意願與購買意願的影響上皆具有中介效果。另外，從眾行為在影響者吸引力、專業度、可靠性與同質性，經由產品適配度對消費者搜尋意願所產生的影響中存在調節效果。具有低從眾行為傾向的人，相較高從眾行為傾向的人有更高的搜尋意願，代表從眾行為會減弱影響者特質經由產品適配度對消費者搜尋意願所產生的影響。根據本研究的結果，可提供未來影響者們在發展自創品牌與經營自己的品牌人設和形象上提供有效建議。並且作為品牌商或企業選擇合適的影響者進行合作之行銷策略參考。
The purposes of this study are to investigate the effects of influencers’ attractiveness, expertise, trustworthiness, and homophily on consumers` search intention and purchase intention when influencers create and launch their owned brands. Additionally, this study explores whether product-influencer fit plays a mediating role while conformity plays a moderating role in the process. This study adopts an online survey questionnaire with two representative influencers using a fictitious fragrance candle brand as the research design. A total of 324 valid responses were collected. The results revealed that product-influencer fit mediated the effects of influencers’ attractiveness, expertise, trustworthiness, and homophily on consumers` search intention and purchase intention, respectively. Furthermore, conformity moderated the relationships between influencers` attractiveness, expertise, trustworthiness, homophily, and consumers` search intention through product-influencer fit. These findings provide valuable suggestions for the development of influencers’ own brands and managing their human brands’ personality and images. The results also provide suggestions for brands and companies to select suitable influencers for collaboration when designing marketing strategies.
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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)
110363017
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110363017
資料類型 thesis
dc.contributor.advisor 陳冠儒zh_TW
dc.contributor.advisor Chen, Kuan-Juen_US
dc.contributor.author (Authors) 湯喬閔zh_TW
dc.contributor.author (Authors) Tang, Chiao-Minen_US
dc.creator (作者) 湯喬閔zh_TW
dc.creator (作者) Tang, Chiao-Minen_US
dc.date (日期) 2023en_US
dc.date.accessioned 2-Aug-2023 13:31:32 (UTC+8)-
dc.date.available 2-Aug-2023 13:31:32 (UTC+8)-
dc.date.issued (上傳時間) 2-Aug-2023 13:31:32 (UTC+8)-
dc.identifier (Other Identifiers) G0110363017en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/146429-
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) 110363017zh_TW
dc.description.abstract (摘要) 本研究之目的為探討影響者在推出自創品牌時，其自身特質之吸引力、專業度、可靠性與同質性，對於消費者行為之搜尋意願和購買意願的影響，並了解自創品牌之產品適配度在此模型下是否存在中介效果。同時進一步探討從眾行為是否會調節影響者吸引力、專業度、可靠性與同質性，經由產品適配度對消費者搜尋意願與購買意願所產生的影響。研究方法以網路問卷進行調查，為增加研究結果概括性特別選定網路紅人與明星藝人作為目標影響者，並以虛擬香氛蠟燭自創品牌進行研究設計，共計回收 324 份有效問卷。

研究結果發現產品適配度在影響者吸引力、專業度、可靠性與同質性，對消費者搜尋意願與購買意願的影響上皆具有中介效果。另外，從眾行為在影響者吸引力、專業度、可靠性與同質性，經由產品適配度對消費者搜尋意願所產生的影響中存在調節效果。具有低從眾行為傾向的人，相較高從眾行為傾向的人有更高的搜尋意願，代表從眾行為會減弱影響者特質經由產品適配度對消費者搜尋意願所產生的影響。根據本研究的結果，可提供未來影響者們在發展自創品牌與經營自己的品牌人設和形象上提供有效建議。並且作為品牌商或企業選擇合適的影響者進行合作之行銷策略參考。		zh_TW
dc.description.abstract (摘要) The purposes of this study are to investigate the effects of influencers’ attractiveness, expertise, trustworthiness, and homophily on consumers` search intention and purchase intention when influencers create and launch their owned brands. Additionally, this study explores whether product-influencer fit plays a mediating role while conformity plays a moderating role in the process. This study adopts an online survey questionnaire with two representative influencers using a fictitious fragrance candle brand as the research design. A total of 324 valid responses were collected. The results revealed that product-influencer fit mediated the effects of influencers’ attractiveness, expertise, trustworthiness, and homophily on consumers` search intention and purchase intention, respectively. Furthermore, conformity moderated the relationships between influencers` attractiveness, expertise, trustworthiness, homophily, and consumers` search intention through product-influencer fit. These findings provide valuable suggestions for the development of influencers’ own brands and managing their human brands’ personality and images. The results also provide suggestions for brands and companies to select suitable influencers for collaboration when designing marketing strategies.en_US
dc.description.tableofcontents 摘要 I
Abstract II
目錄 III
表目錄 VI
圖目錄 VII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 5
第三節 研究目的與研究問題 6
第四節 研究流程 7
第二章 文獻探討 8
第一節 社群媒體影響者 8
第二節 影響者特質 14
第三節 產品適配度的中介角色 18
第四節 搜尋意願 20
第五節 購買意願 22
第六節 從眾行為的調節角色 24
第三章 研究方法 28
第一節 研究架構 28
第二節 抽樣與問卷設計 29
第三節 社群貼文素材設計 31
第四節 變數操作型定義與衡量 37
第五節 資料分析方法 45
第四章 研究結果與分析 47
第一節 樣本資料描述 47
第二節 敘述性統計分析 49
第三節 信度分析 52
第四節 相關性分析 53
第五節 迴歸分析 54
第五章 結論與建議 74
第一節 研究結論 74
第二節 研究貢獻 82
第三節 研究限制與建議 87
參考文獻 89
中文文獻 89
英文文獻 91
附錄一、研究問卷-A 卷 101
附錄一、研究問卷-B 卷 109		zh_TW
dc.format.extent 9302757 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110363017en_US
dc.subject (關鍵詞) 影響者行銷zh_TW
dc.subject (關鍵詞) 影響者自創品牌zh_TW
dc.subject (關鍵詞) 影響者特質zh_TW
dc.subject (關鍵詞) 產品適配度zh_TW
dc.subject (關鍵詞) 搜尋意願zh_TW
dc.subject (關鍵詞) 購買意願zh_TW
dc.subject (關鍵詞) 從眾行為zh_TW
dc.subject (關鍵詞) Influencer Marketingen_US
dc.subject (關鍵詞) Influencer-owned Branden_US
dc.subject (關鍵詞) Influencer Attractivenessen_US
dc.subject (關鍵詞) Product-influencer Fiten_US
dc.subject (關鍵詞) Search Intentionen_US
dc.subject (關鍵詞) Purchase Intentionen_US
dc.subject (關鍵詞) Conformityen_US
dc.title (題名) 影響者自創品牌行銷：探究影響者特質、產品適配度、從眾行為對消費者行為之影響zh_TW
dc.title (題名) Influencer-Owned Brand Marketing: Exploring the Effects of Influencer Characteristics, Product-Influencer Fit, and Conformity on Consumer Behavioren_US
dc.type (資料類型) thesisen_US
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