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題名 探討虛擬網紅的感知獨特性與代言內容的感知原創性對品牌形象之影響
The effects of perceived uniqueness of a CGI influencer and perceived originality of his/her endorsement on brand image
作者 張少綺
Chang, Shao-Chi
貢獻者 彭志宏
Peng, Chih-Hung
張少綺
Chang, Shao-Chi
關鍵詞 虛擬網紅
社會臨場感理論
感知獨特性
感知原創性
感知品牌創新
品牌形象
CGI Influencers
Social Presence Theory
Perceived Uniqueness
Perceived Originality
Perceived Brand Innovativeness
Brand Image
日期 2023
上傳時間 2-Aug-2023 14:04:05 (UTC+8)
摘要 近年來在行銷領域上出現了由電腦生成的虛擬網紅，這些 CGI 虛擬網紅擁有逼真的外表、動作和性格，就如同人類網紅一般，正快速獲得更多追隨者，吸引多間知名企業加入虛擬網紅行銷，然而現有的文獻鮮少比較人們對於人類網紅與 CGI 虛擬網紅之間的反應差異。
過往的研究發現使用者在社群媒體的參與感與互動連結性息息相關，因此本研究基於社會臨場感理論，探討企業選擇 CGI 虛擬網紅進行代言行銷並提供獨特個人見解時，是否使消費者感知品牌創新，進而影響對品牌形象的看法。
本研究採用 2x2 的實驗設計，探討網路紅人的感知獨特性與代言內容的感知原創性對於感知品牌創新的影響，以及兩者之間的交互作用如何影響觀眾的感知品牌創新，進而影響品牌形象。
研究結果表明，網紅的感知獨特性和代言內容的感知原創性對於消費者感知品牌創新皆有正面影響，且兩者之間存在交互效果，感知品牌創新對品牌形象也具有正面影響。近一步探究感知品牌創新的中介效果發現，感知品牌創新部分中介網紅的感知獨特性對品牌形象的影響，然而，感知品牌創新完全中介代言內容的感知原創性對品牌形象的影響。
In recent years, computer-generated imagery (CGI) influencers have emerged in the marketing field. These CGI influencers possess lifelike appearances, movements, and personalities, similar to human influencers. They are rapidly gaining more followers and attracting numerous well-known companies to participate in virtual influencer marketing. However, existing literature is scarce in comparing the differences in people`s reactions to human influencers and CGI influencers.
Previous research has found that users` engagement and interactivity on social media are closely related. Therefore, based on the social presence theory, this study explores whether companies` use of CGI influencers for endorsement marketing and providing unique personal insights influences consumers` perceived brand innovativeness and subsequently affects brand image.
The study employs a 2x2 experimental design to investigate the impact of the perceived uniqueness of the influencer and the perceived originality of their endorsement content on consumers` perceived brand innovativeness. The study also examines how the interaction between these two factors influences the audience`s perception of brand innovation, ultimately affecting brand image.
The results of the study indicate that both the perceived uniqueness of the influencer and the perceived originality of the endorsement content have a positive impact on consumers` perceived brand innovativeness. Furthermore, there is an interaction effect between these two factors, influencing consumers` perceived brand innovativeness, which in turn has a positive effect on brand image. Further investigation into the mediating effects of perceived brand innovativeness reveals that perceived brand innovativeness partially mediates the influence of the influencer`s perceived uniqueness on brand image, while perceived brand innovativeness completely mediates the influence of the perceived originality of the endorsement content on brand image.
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描述 碩士
國立政治大學
資訊管理學系
110356005
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110356005
資料類型 thesis
dc.contributor.advisor 彭志宏zh_TW
dc.contributor.advisor Peng, Chih-Hungen_US
dc.contributor.author (Authors) 張少綺zh_TW
dc.contributor.author (Authors) Chang, Shao-Chien_US
dc.creator (作者) 張少綺zh_TW
dc.creator (作者) Chang, Shao-Chien_US
dc.date (日期) 2023en_US
dc.date.accessioned 2-Aug-2023 14:04:05 (UTC+8)-
dc.date.available 2-Aug-2023 14:04:05 (UTC+8)-
dc.date.issued (上傳時間) 2-Aug-2023 14:04:05 (UTC+8)-
dc.identifier (Other Identifiers) G0110356005en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/146569-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理學系zh_TW
dc.description (描述) 110356005zh_TW
dc.description.abstract (摘要) 近年來在行銷領域上出現了由電腦生成的虛擬網紅，這些 CGI 虛擬網紅擁有逼真的外表、動作和性格，就如同人類網紅一般，正快速獲得更多追隨者，吸引多間知名企業加入虛擬網紅行銷，然而現有的文獻鮮少比較人們對於人類網紅與 CGI 虛擬網紅之間的反應差異。
過往的研究發現使用者在社群媒體的參與感與互動連結性息息相關，因此本研究基於社會臨場感理論，探討企業選擇 CGI 虛擬網紅進行代言行銷並提供獨特個人見解時，是否使消費者感知品牌創新，進而影響對品牌形象的看法。
本研究採用 2x2 的實驗設計，探討網路紅人的感知獨特性與代言內容的感知原創性對於感知品牌創新的影響，以及兩者之間的交互作用如何影響觀眾的感知品牌創新，進而影響品牌形象。
研究結果表明，網紅的感知獨特性和代言內容的感知原創性對於消費者感知品牌創新皆有正面影響，且兩者之間存在交互效果，感知品牌創新對品牌形象也具有正面影響。近一步探究感知品牌創新的中介效果發現，感知品牌創新部分中介網紅的感知獨特性對品牌形象的影響，然而，感知品牌創新完全中介代言內容的感知原創性對品牌形象的影響。		zh_TW
dc.description.abstract (摘要) In recent years, computer-generated imagery (CGI) influencers have emerged in the marketing field. These CGI influencers possess lifelike appearances, movements, and personalities, similar to human influencers. They are rapidly gaining more followers and attracting numerous well-known companies to participate in virtual influencer marketing. However, existing literature is scarce in comparing the differences in people`s reactions to human influencers and CGI influencers.
Previous research has found that users` engagement and interactivity on social media are closely related. Therefore, based on the social presence theory, this study explores whether companies` use of CGI influencers for endorsement marketing and providing unique personal insights influences consumers` perceived brand innovativeness and subsequently affects brand image.
The study employs a 2x2 experimental design to investigate the impact of the perceived uniqueness of the influencer and the perceived originality of their endorsement content on consumers` perceived brand innovativeness. The study also examines how the interaction between these two factors influences the audience`s perception of brand innovation, ultimately affecting brand image.
The results of the study indicate that both the perceived uniqueness of the influencer and the perceived originality of the endorsement content have a positive impact on consumers` perceived brand innovativeness. Furthermore, there is an interaction effect between these two factors, influencing consumers` perceived brand innovativeness, which in turn has a positive effect on brand image. Further investigation into the mediating effects of perceived brand innovativeness reveals that perceived brand innovativeness partially mediates the influence of the influencer`s perceived uniqueness on brand image, while perceived brand innovativeness completely mediates the influence of the perceived originality of the endorsement content on brand image.		en_US
dc.description.tableofcontents 目錄 i
圖目錄 iii
表目錄 iv
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 虛擬網紅 6
第二節 社會臨場感理論 11
第三節 感知獨特性 14
第四節 感知原創性 15
第五節 感知品牌創新 16
第六節 品牌形象 18
第三章 研究假說與架構 20
第一節 研究假說 20
第二節 研究架構 23
第三節 研究方法 24
第四節 變數定義與衡量 24
第五節 實驗設計 26
第六節 實驗前測 30
第四章 研究結果與分析 34
第一節 樣本結構 34
第二節 信度分析 36
第三節 效度分析 38
第四節 操弄檢定 40
第五節 研究假說驗證 42
第五章 結論與建議 51
第一節 研究結果與結論 51
第二節 研究貢獻 54
第三節 研究限制與未來建議 56
參考文獻 57

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dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110356005en_US
dc.subject (關鍵詞) 虛擬網紅zh_TW
dc.subject (關鍵詞) 社會臨場感理論zh_TW
dc.subject (關鍵詞) 感知獨特性zh_TW
dc.subject (關鍵詞) 感知原創性zh_TW
dc.subject (關鍵詞) 感知品牌創新zh_TW
dc.subject (關鍵詞) 品牌形象zh_TW
dc.subject (關鍵詞) CGI Influencersen_US
dc.subject (關鍵詞) Social Presence Theoryen_US
dc.subject (關鍵詞) Perceived Uniquenessen_US
dc.subject (關鍵詞) Perceived Originalityen_US
dc.subject (關鍵詞) Perceived Brand Innovativenessen_US
dc.subject (關鍵詞) Brand Imageen_US
dc.title (題名) 探討虛擬網紅的感知獨特性與代言內容的感知原創性對品牌形象之影響zh_TW
dc.title (題名) The effects of perceived uniqueness of a CGI influencer and perceived originality of his/her endorsement on brand imageen_US
dc.type (資料類型) thesisen_US
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