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題名 探究影響消費者對擬真型虛擬網紅所代言產品的購買意願與品牌關係品質之因素
An Examination of the Factors Affecting Consumers` Purchase Intention and Brand Relationship Quality towards Products Endorsed by Realistic Virtual Influencers作者 魏鈺家
Wei, Yu-Chia貢獻者 陳冠儒
魏鈺家
Wei, Yu-Chia關鍵詞 擬真型虛擬網紅
擬人化
恐怖谷效應
名人認同
信任
顧客品牌參與
購買意願
品牌關係品質
Brand Relationship Quality
Virtual Influencer
Anthropomorphism
Uncanny Valley
Celebrity Identification
Customer Brand Engagement
Trust
Purchase Intention日期 2023 上傳時間 2-Aug-2023 13:33:26 (UTC+8) 摘要 本研究目的為探討消費者在面對擬真型虛擬網紅所代言產品時所經歷的決策過程。研究方法採用問卷調查法，透過網路問卷形式，共蒐集344份有效問卷。研究結果發現，顧客品牌參與在擬人化、恐怖谷效應、名人認同、信任分別對購買意願及品牌關係品質的影響上皆存在部分中介效果。而謹慎性人格對於擬人化和名人認同經由顧客品牌參與對購買意願及品牌關係品質具有調節效果。而謹慎性人格對於恐怖谷效應和信任經由顧客品牌參與對品牌關係品質具有調節效果。而外向性人格對於擬人化、恐怖谷效應、名人認同經由顧客品牌參與對購買意願具有調節效果。本研究學術上闡明消費者在面對擬真型虛擬網紅行銷所可能展現的消費行為，實務上則可作為企業採取擬真型虛擬網紅行銷之參考。
In the context of virtual influencer marketing, this study aims to explore the effects of anthropomorphism, uncanny valley, celebrity identification, and trust on purchase intention and brand relationship quality through customer brand engagement. In addition, this study investigates whether personality, specifically focusing on conscientiousness and extraversion, has moderating effects in the process.A total of 344 valid responses were collected through an online survey method. The results revealed that customer brand engagement partially mediates the effects of anthropomorphism, uncanny valley, celebrity identification, and trust on purchase intention and brand relationship quality, respectively. Conscientiousness moderates the effects of anthropomorphism and celebrity identification on purchase intention and brand relationship quality through customer brand engagement. Extroversion, on the other hand, moderates the effects of anthropomorphism, uncanny valley, and celebrity identification on purchase intention through customer brand engagement. This study illustrates the consumer behaviors in response to virtual influencer marketing, and serves as a practical reference for companies to collaborate virtual influencers.參考文獻 英文部分Aaker, D.A. (1996). Building Strong Brand. NY: The Free Press.Aaker, D. A. (1998). Managing Brand Equity. NY: The Free Press.Achrol, R. S. (1991). Evolution of the marketing organization: new forms for turbulent environments. Journal of Marketing, 55(4), 77-93.Aggarwal, P., & McGill, A. L. (2007). Is that car smiling at me? Schema congruity as a basis for evaluating anthropomorphized products. Journal of Consumer Research, 34(4), 468-479.Aggarwal, P., & McGill, A. L. (2012). When brands seem human, do humans act like brands? Automatic behavioral priming effects of brand anthropomorphism. 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國立政治大學
企業管理研究所(MBA學位學程)
110363031資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110363031 資料類型 thesis dc.contributor.advisor 陳冠儒 zh_TW dc.contributor.author (Authors) 魏鈺家 zh_TW dc.contributor.author (Authors) Wei, Yu-Chia en_US dc.creator (作者) 魏鈺家 zh_TW dc.creator (作者) Wei, Yu-Chia en_US dc.date (日期) 2023 en_US dc.date.accessioned 2-Aug-2023 13:33:26 (UTC+8) - dc.date.available 2-Aug-2023 13:33:26 (UTC+8) - dc.date.issued (上傳時間) 2-Aug-2023 13:33:26 (UTC+8) - dc.identifier (Other Identifiers) G0110363031 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/146433 - 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) 110363031 zh_TW dc.description.abstract (摘要) 本研究目的為探討消費者在面對擬真型虛擬網紅所代言產品時所經歷的決策過程。研究方法採用問卷調查法，透過網路問卷形式，共蒐集344份有效問卷。研究結果發現，顧客品牌參與在擬人化、恐怖谷效應、名人認同、信任分別對購買意願及品牌關係品質的影響上皆存在部分中介效果。而謹慎性人格對於擬人化和名人認同經由顧客品牌參與對購買意願及品牌關係品質具有調節效果。而謹慎性人格對於恐怖谷效應和信任經由顧客品牌參與對品牌關係品質具有調節效果。而外向性人格對於擬人化、恐怖谷效應、名人認同經由顧客品牌參與對購買意願具有調節效果。本研究學術上闡明消費者在面對擬真型虛擬網紅行銷所可能展現的消費行為，實務上則可作為企業採取擬真型虛擬網紅行銷之參考。 zh_TW dc.description.abstract (摘要) In the context of virtual influencer marketing, this study aims to explore the effects of anthropomorphism, uncanny valley, celebrity identification, and trust on purchase intention and brand relationship quality through customer brand engagement. In addition, this study investigates whether personality, specifically focusing on conscientiousness and extraversion, has moderating effects in the process.A total of 344 valid responses were collected through an online survey method. The results revealed that customer brand engagement partially mediates the effects of anthropomorphism, uncanny valley, celebrity identification, and trust on purchase intention and brand relationship quality, respectively. Conscientiousness moderates the effects of anthropomorphism and celebrity identification on purchase intention and brand relationship quality through customer brand engagement. Extroversion, on the other hand, moderates the effects of anthropomorphism, uncanny valley, and celebrity identification on purchase intention through customer brand engagement. This study illustrates the consumer behaviors in response to virtual influencer marketing, and serves as a practical reference for companies to collaborate virtual influencers. en_US dc.description.tableofcontents 謝誌 i摘要 iiAbstract iii第一章 緒論 1一、 研究背景與動機 1二、 研究目的 3三、 研究流程 4第二章 文獻探討 5一、 文獻回顧 5(一) 擬真型虛擬網紅與行銷 5(二) 擬人化 (Anthropomorphism) 6(三) 恐怖谷效應 (Uncanny Valley) 8(四) 名人認同 (Celebrity Identification) 10(五) 信任 (Trust) 11(六) 購買意願 (Purchase Intention) 13(七) 品牌關係品質 (Brand Relationship Quality) 14(八) 顧客品牌參與 (Customer Brand Engagement) 16(九) 人格特質 (Personality) 18第三章 研究方法 21一、 研究架構 21二、 研究設計 22(一) 問卷採樣 22(二) 問卷設計 22(三) 研究變數之操作型定義 28三、 資料分析方式 34(一) 敘述統計 34(二) 信度分析 34(三) 迴歸分析 34第四章 研究分析 35一、 敘述性統計 35(一) 樣本描述 35(二) 每日使用社群時間與最常使用之社群 36二、 信度分析 37三、 相關係數矩陣 38四、 研究假說驗證 39(一) 中介變數迴歸分析 39(二) 調節變數迴歸分析 46五、 研究假說驗證結果 64第五章 研究結論與建議 66一、 研究結果 66(一) 顧客品牌參與之中介效果 66(二) 謹慎性人格之調節效果 67(三) 外向性人格之調節效果 68二、 理論意涵 70三、 管理意涵 71四、 研究限制與未來建議 72參考文獻 73附錄 82 zh_TW dc.format.extent 5618162 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110363031 en_US dc.subject (關鍵詞) 擬真型虛擬網紅 zh_TW dc.subject (關鍵詞) 擬人化 zh_TW dc.subject (關鍵詞) 恐怖谷效應 zh_TW dc.subject (關鍵詞) 名人認同 zh_TW dc.subject (關鍵詞) 信任 zh_TW dc.subject (關鍵詞) 顧客品牌參與 zh_TW dc.subject (關鍵詞) 購買意願 zh_TW dc.subject (關鍵詞) 品牌關係品質 zh_TW dc.subject (關鍵詞) Brand Relationship Quality en_US dc.subject (關鍵詞) Virtual Influencer en_US dc.subject (關鍵詞) Anthropomorphism en_US dc.subject (關鍵詞) Uncanny Valley en_US dc.subject (關鍵詞) Celebrity Identification en_US dc.subject (關鍵詞) Customer Brand Engagement en_US dc.subject (關鍵詞) Trust en_US dc.subject (關鍵詞) Purchase Intention en_US dc.title (題名) 探究影響消費者對擬真型虛擬網紅所代言產品的購買意願與品牌關係品質之因素 zh_TW dc.title (題名) An Examination of the Factors Affecting Consumers` Purchase Intention and Brand Relationship Quality towards Products Endorsed by Realistic Virtual Influencers en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 英文部分Aaker, D.A. 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