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題名 影響者行銷中從眾行為與知覺價值對消費者購買意願之影響 - 以貼文參與度為中介、人格特質為調節
The Effects of Consumers` Conformity and Perceived Value on Purchase Intention in Influencer Marketing - Engagement with Posts as the Mediator and Personality Traits as the Moderators
作者 梁卓堯
Leung, Cheuk-Yiu
貢獻者 陳冠儒
Chen, Kuan-Ju
梁卓堯
Leung, Cheuk-Yiu
關鍵詞 影響者行銷
從眾行為
知覺價值
貼文參與度
人格特質
購買意願
Influencer marketing
Perceived value
Conformity
Engagement
Purchase intention
日期 2023
上傳時間 2-Aug-2023 13:38:12 (UTC+8)
摘要 隨著電子商務的重要性與社群平台的使用人數提高，企業透過社群媒體接觸潛在消費者的重要性越來越高，同時也衍生出影響者行銷的策略，但在網路世界與社群媒體的數位環境下，消費者的行為十分多元。因此本研究旨在理解社群媒體上消費者對於影響者行銷而產生的從眾行為與知覺價值，並探究貼文參與度為中介與人格特質為調節的角色，全面性地了解影響者行銷影響消費者購買意願的心理因素。研究方法透過線上問卷形式在台灣各大社群平台收集237份有效問卷，以量化方式衡量各變數之間的關聯性。研究結果顯示，知覺價值對貼文參與度與購買意願均有直接且正面影響，而從眾行為則透過貼文參與度間接且正向影響購買意願。同時發現親和性與情緒不穩定性人格在特定情況下，對上述貼文參與度的中介效果有調節作用。此研究可協助品牌與行銷人員理解影響消費者決策的心理因素，進而選用合適的影響者到素材設計並同時考量心理因素做為行銷策略之參考。
With the development of e-commerce and social media platforms, companies inevitably need to engage with customers online, and thus, the need for influencer marketing has appeared. However, the psychological factors affecting consumers’ decision-making in influencer marketing are yet to be fully understood. Therefore, this paper aims to explore the psychological pathway toward purchase intention through the lens of consumer conformity and perceived value while considering engagement with posts as the mediator and personality traits as the moderator. An online survey was conducted and distributed on major social media platforms in Taiwan. There were 237 valid responses collected. The findings indicate that perceived value has a direct and positive impact on engagement with posts and purchase intention, while consumer conformity affects purchase intention indirectly through engagement with posts. This study also discovered that both agreeableness and neuroticism have moderating effects in the process. Theoretical and managerial implications are discussed.
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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)
110363104
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110363104
資料類型 thesis
dc.contributor.advisor 陳冠儒zh_TW
dc.contributor.advisor Chen, Kuan-Juen_US
dc.contributor.author (Authors) 梁卓堯zh_TW
dc.contributor.author (Authors) Leung, Cheuk-Yiuen_US
dc.creator (作者) 梁卓堯zh_TW
dc.creator (作者) Leung, Cheuk-Yiuen_US
dc.date (日期) 2023en_US
dc.date.accessioned 2-Aug-2023 13:38:12 (UTC+8)-
dc.date.available 2-Aug-2023 13:38:12 (UTC+8)-
dc.date.issued (上傳時間) 2-Aug-2023 13:38:12 (UTC+8)-
dc.identifier (Other Identifiers) G0110363104en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/146456-
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) 110363104zh_TW
dc.description.abstract (摘要) 隨著電子商務的重要性與社群平台的使用人數提高，企業透過社群媒體接觸潛在消費者的重要性越來越高，同時也衍生出影響者行銷的策略，但在網路世界與社群媒體的數位環境下，消費者的行為十分多元。因此本研究旨在理解社群媒體上消費者對於影響者行銷而產生的從眾行為與知覺價值，並探究貼文參與度為中介與人格特質為調節的角色，全面性地了解影響者行銷影響消費者購買意願的心理因素。研究方法透過線上問卷形式在台灣各大社群平台收集237份有效問卷，以量化方式衡量各變數之間的關聯性。研究結果顯示，知覺價值對貼文參與度與購買意願均有直接且正面影響，而從眾行為則透過貼文參與度間接且正向影響購買意願。同時發現親和性與情緒不穩定性人格在特定情況下，對上述貼文參與度的中介效果有調節作用。此研究可協助品牌與行銷人員理解影響消費者決策的心理因素，進而選用合適的影響者到素材設計並同時考量心理因素做為行銷策略之參考。zh_TW
dc.description.abstract (摘要) With the development of e-commerce and social media platforms, companies inevitably need to engage with customers online, and thus, the need for influencer marketing has appeared. However, the psychological factors affecting consumers’ decision-making in influencer marketing are yet to be fully understood. Therefore, this paper aims to explore the psychological pathway toward purchase intention through the lens of consumer conformity and perceived value while considering engagement with posts as the mediator and personality traits as the moderator. An online survey was conducted and distributed on major social media platforms in Taiwan. There were 237 valid responses collected. The findings indicate that perceived value has a direct and positive impact on engagement with posts and purchase intention, while consumer conformity affects purchase intention indirectly through engagement with posts. This study also discovered that both agreeableness and neuroticism have moderating effects in the process. Theoretical and managerial implications are discussed.en_US
dc.description.tableofcontents 謝誌 IV
摘要 V
Abstract VI
Table of Content VII
List of Tables IX
List of Figures X
Introduction 1
Motivation and background 1
Research purpose 6
Research structure 7
Literature review 8
Social media influencers 8
Conformity 10
Perceived value 14
Consumer engagement with posts 18
Personality traits 24
Methodology 31
Sampling and procedures 31
Development of materials 33
Measures 36
Perceived emotional value 36
Perceived social value 37
Normative conformity 38
Informational conformity 39
Purchase intention 40
Engagement with posts 41
Agreeableness and Neuroticism 42
Results 44
Descriptive statistics 44
Participants demographic profile 44
Social media usage 45
Reliability assessment 46
ANOVA 47
Hypothesis testing 48
Tests of mediating effects 48
Tests of moderating effects 55
Summary of hypothesis results 82
Discussion 85
Major findings and theoretical implications 85
Direct effect of consumers’ conformity and perceived value on purchase intention 85
Direct effect of consumers’ conformity and perceived value on engagement with posts 87
Mediating effect of engagement with posts 87
Moderating effect of agreeableness and neuroticism 89
Managerial implications 90
Limitations and suggestions for future research 93
References 96
中文文獻參考 106		zh_TW
dc.format.extent 2234960 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110363104en_US
dc.subject (關鍵詞) 影響者行銷zh_TW
dc.subject (關鍵詞) 從眾行為zh_TW
dc.subject (關鍵詞) 知覺價值zh_TW
dc.subject (關鍵詞) 貼文參與度zh_TW
dc.subject (關鍵詞) 人格特質zh_TW
dc.subject (關鍵詞) 購買意願zh_TW
dc.subject (關鍵詞) Influencer marketingen_US
dc.subject (關鍵詞) Perceived valueen_US
dc.subject (關鍵詞) Conformityen_US
dc.subject (關鍵詞) Engagementen_US
dc.subject (關鍵詞) Purchase intentionen_US
dc.title (題名) 影響者行銷中從眾行為與知覺價值對消費者購買意願之影響 - 以貼文參與度為中介、人格特質為調節zh_TW
dc.title (題名) The Effects of Consumers` Conformity and Perceived Value on Purchase Intention in Influencer Marketing - Engagement with Posts as the Mediator and Personality Traits as the Moderatorsen_US
dc.type (資料類型) thesisen_US
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