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題名 探討社會比較、錯失恐懼、創新接受程度對網紅線上課程購買意願與EWOM之影響：以模仿慾望為中介、自我效能為調節
Exploring the Effects of Social Comparison, Fear of Missing Out, and Innovation Acceptance on Purchase Intention and eWOM towards Influencers' Online Courses: The Mediating Role of Mimicry Desire and the Moderating Role of Self-efficacy作者 許與安
Hsu, Yu-An貢獻者 陳冠儒
Chen, Kuan-Ju
許與安
Hsu, Yu-An關鍵詞 網紅
線上課程
社會比較
錯失恐懼
創新接受程度
模仿慾望
自我效能
購買意願
eWOM
Influencers
Online Courses
Social Comparison
Fear of Missing Out
Innovation Acceptance
Mimicry Desire
Self-Efficacy
Purchase Intention
eWOM日期 2023 上傳時間 1-二月-2024 11:34:54 (UTC+8) 摘要 隨著線上學習風潮的興起，線上課程也成為網紅流量變現、內容變現的重要管道之一，而在眾多學習管道以及線上課程類型中，網紅課程如何從中以自己特殊的定位跟優勢殺出血路，是平台端或網紅端都在面對的課題。故本研究以有在關注網紅或是曾經有在關注網紅的族群為對象，探討社會比較、錯失恐懼、創新接受程度對於網紅線上課程的購買意願與eWOM的影響，亦會針對模仿慾望的中介效果及自我效能的調節效果進行探究。 本研究採用線上發放問卷的方式進行，最終回收323份有效問卷。研究結果顯示，錯失恐懼、創新接受程度對於網紅線上課程的eWOM具顯著影響，且模仿慾望在社會比較、錯失恐懼、創新接受程度對於網紅線上課程的購買意願與eWOM之影響上存在中介效果，而自我效能則會調節社會比較、錯失恐懼、創新接受程度經由模仿慾望對網紅線上課程的購買意願產生的間接效果。 本研究成果的貢獻在於，平台或網紅在行銷課程時，可以鎖定具有較高創新接受程度的族群或是塑造錯失恐懼的心理情境，便有機會在eWOM層面達到更好的效果，而網紅若欲推課程，除了以自身專業打造高品質課程外，也可以善用人們模仿慾望的心理情境，形塑讓人憧憬且易被複製的成功形象或模式，並多分享學員的成功案例與經驗，使成功可期以刺激模仿慾望，有望提升購買意願與eWOM。
With the rise of online learning trends, online courses have also become one of the diverse channels for influencers to make profits. Among the many learning channels and types of online courses, how can influencers leverage their unique positioning and advantages to win the game of online courses? This is a problem that both the platform end and the influencers end are facing. This research focuses on consumers who are following influencers, and explores the effects of social comparison, fear of missing out, and innovation acceptance on their purchase intention and eWOM towards influencers' online courses. In addition, the mediating role of mimicry desire and the moderating role of self-efficacy are also explored. The research collected a total of 323 valid responses through an online survey. The research results show that fear of missing out and innovation acceptance have significant impact on the eWOM of influencers’ online courses. The mimicry desire has a mediating effect on the influence of social comparison, fear of missing out, and innovation acceptance on the purchase intention and eWOM of influencers’ online courses. At the same time, self-efficacy moderates the effects of social comparison, fear of missing out, and innovation acceptance on purchase intention of influencers’ online courses through mimicry desire. The contribution of this study lies in the fact that when marketing courses, both platforms and influencers can target groups with a high degree of innovation acceptance or create a psychological situation of fear of missing out, which will have the opportunity to achieve better results at the eWOM level. If influencers want to promote online courses, in addition to creating high-quality courses based on their own specialties, they can also make good use of the psychological situation of consumers’ mimicry desire by shaping a successful image or model, which is aspirational and easy to be copied, and sharing more successful cases and experiences. By doing so, success can be expected by stimulating consumers’ mimicry desire to increase their purchase intention and eWOM.參考文獻 英文文獻 Abidin, C. (2018). Internet celebrity: Understanding fame online. UK: Emerald. Andrew K. Przybylski, Kou Murayama, Cody R. DeHaan, Valerie Gladwell, Motivational, emotional, and behavioral correlates of fear of missing out, Computers in Human Behavior, 29(4), 2013, Pages 1841-1848. Bandura, A. (1997). Self-efficacy: The exercise of control. New York: W. H. Freeman and Company. Baturay, M. H. (2015). An Overview of the World of MOOCs. Procedia - Social and Behavioral Sciences, 174, 427–433. Baumeister, R. F., & Leary, M. R. (1995). The need to belong: Desire for interpersonal attachments as a fundamental human motivation. Psychological Bulletin, 117(3), 497– 529. Cantallops, A. S., & Salvi, F. (2014). New consumer behavior: A review of research on eWOM and hotels. International Journal of Hospitality Management, 36, 41-51. Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230. Buunk, B. P., Collins, R. L., Taylor, S. E., VanYperen, N. W., & Dakof, G. A. (1990). The affective consequences of social comparison: either direction has its ups and downs. Journal of personality and social psychology, 59(6), 1238. Das, G. (2014). Linkages of retailer personality, perceived quality and purchase intention with retailer loyalty: A study of Indian non-food retailing. Journal of Retailing and Consumer Services, 21(3), 407-414. Dinh, T.C.T. and Lee, Y. (2022), "“I want to be as trendy as influencers” – how “fear of missing out” leads to buying intention for products endorsed by social media influencers", Journal of Research in Interactive Marketing, Vol. 16 No. 3, pp. 346- 364. 67 Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook ‘‘friends’’: Social capital and college students’ use of online social network sites. Journal of Computer-Mediated Communication, 12, 1143–1168. Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47-55. Festinger, L. (1954). A theory of social comparison processes. Human relations, 7(2), 117-140. Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public relations review, 37(1), 90-92. Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e‐WOM Scale: word‐of‐ mouth measurement scale for e‐services context. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 27(1), 5-23. Gueguen, N., Jacob, C., & Martin, A. (2009). Mimicry in social interaction: Its effect on human judgment and behavior. European Journal of Social Sciences, 8(2), 253–259. Hogg, M. K., Bruce, M., & Hough, K. (1999). Female images in advertising: the implications of social comparison for marketing. International Journal of Advertising, 18(4), 445–473. doi:10.1080/02650487.1999.11104 Hurt, H. T., Joseph, K. & Cook, C. D. (1997). Scale for the measurement of innovativeness, Human Communication Research, 4(1), 58-65. Johns, N. (2021, Mar 22). They’re small but mighty: Why the nano-influencer is the surest bet for brands in 2021. Footwear News : FN (Online). JWT (2011). Fear of Missing Out (FOMO). JWT (2012). Fear of Missing Out (FOMO), March 2012. 68 Ki, C-W‘C’, Kim, Y-K. The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychol Mark. 2019; 36: 905– 922 Landsverk, K. H. (2014). The Instagram Handbook: 2014 Edition. PrimeHead Limited. Libai, B., Bolton, R., Bügel, M. S., De Ruyter, K., Götz, O., Risselada, H., & Stephen, A. T. (2010). Customerto-customer interactions: Broadening the scope of word of mouth research. Journal of Service Research, 13(3), 267–282. Markus, H. R., & Kitayama, S. (1991). Culture and the self: Implications for cognition, emotion, and motivation. Psychological Review, 98(2), 224–253. https://doi.org/10.1037/0033-295X.98.2.224 McGinnis, P. J. (2004). Social theory at HBS: McGinnis’ two FOs., Harbus. Mcleod, S. (2020, December 29). Maslow's Hierarchy of Needs. Simply Psychology. Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52. Pajares, F. (1996). Self-efficacy beliefs in academic settings. Review of Educational Research, 66, 543-578. Park, D. H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement, International Journal of Electronic Commerce , 11, 125-148. Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848 Rogers, E. M. (1962). Diffusion of innovativeness, New York: The Free Press of Glencoe. Rogers, E. M. (1983). Diffusions of innovations, (3rd ed.). NewYork: The Free Press.69 Ruvio, A., Gavish, Y., & Shoham, A. (2013). Consumer’s doppelganger: A role model perspective on intentional consumer mimicry. Journal of Consumer Behaviour, 12(1), 60–69. Schiffman, L .G. & L. L. Kanuk, (2000).“Consumer Behavior”, Upper Saddle River. Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product- Endorser fit. International Journal of Advertising, 39(2), 258–281. Schwarze, R., & Born, A. (1997). Optimistic Self-Beliefs: Assessment of General Perceived Self-Efficacy in Thirteen Cultures. World Psychology, 3(1–2), 190. Valkenburg P. M., Peter J., Walther J. Media Effects: Theory and Research [J]. Annual Review of Psychology, 2015, 67(1): 315 – 338. Vodák, J., Novysedlák, M., Čakanová, L., & Pekár, M. (2019). Who is influencer and how to choose the right one to improve brand reputation? Managing Global Transitions, 17(2), 149-162,190. Wang, P., Huang, Q., & Davison, R. M. (2021). How do digital influencers affect social commerce intention? the roles of social power and satisfaction. Information Technology & People, 34(3), 1065-1086. Wood, J. V. (1989). Theory and research concerning social comparisons of personal attributes. Psychological Bulletin, 106(2), 231. Woolfolk, A. E., & Hoy, W. K. (1990). Prospective teacher’s sense of efficacy and beliefs about control. Journal of Educational Psychology, 82, 81-91. Wortham, J. (2011). How Social Media Can Induce Feelings of ‘Missing Out’. 70 中文文獻 林以正(1999)。華人的社會比較:比較什麼?與誰比較?為何比較?。本土心理學研究，(11)，93-125。 郭子菱 譯(2019)。《那個為什麼會熱賣:商品與資訊氾濫的時代, 如何利用「框架攻略法」讓消費者「衝動購買」》。遠流出版 張海良(2020)。《行銷就需要一些梗:一眼看穿消費者內心》。清文華泉。 陳映璇(2021). 未來教育大變革?線上教學席捲全球，大學校時代來了! 黃希庭(民 87)。人格心理學。台北市，東華。 楊運秀、郭芳伃 (2017)。網紅業配文的說服效果: 懷疑人格，熟悉 度及專業性 的影響。行銷管理評論, 14(2)，163-189。 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
110363007資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110363007 資料類型 thesis dc.contributor.advisor 陳冠儒 zh_TW dc.contributor.advisor Chen, Kuan-Ju en_US dc.contributor.author (作者) 許與安 zh_TW dc.contributor.author (作者) Hsu, Yu-An en_US dc.creator (作者) 許與安 zh_TW dc.creator (作者) Hsu, Yu-An en_US dc.date (日期) 2023 en_US dc.date.accessioned 1-二月-2024 11:34:54 (UTC+8) - dc.date.available 1-二月-2024 11:34:54 (UTC+8) - dc.date.issued (上傳時間) 1-二月-2024 11:34:54 (UTC+8) - dc.identifier (其他 識別碼) G0110363007 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/149632 - 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) 110363007 zh_TW dc.description.abstract (摘要) 隨著線上學習風潮的興起，線上課程也成為網紅流量變現、內容變現的重要管道之一，而在眾多學習管道以及線上課程類型中，網紅課程如何從中以自己特殊的定位跟優勢殺出血路，是平台端或網紅端都在面對的課題。故本研究以有在關注網紅或是曾經有在關注網紅的族群為對象，探討社會比較、錯失恐懼、創新接受程度對於網紅線上課程的購買意願與eWOM的影響，亦會針對模仿慾望的中介效果及自我效能的調節效果進行探究。 本研究採用線上發放問卷的方式進行，最終回收323份有效問卷。研究結果顯示，錯失恐懼、創新接受程度對於網紅線上課程的eWOM具顯著影響，且模仿慾望在社會比較、錯失恐懼、創新接受程度對於網紅線上課程的購買意願與eWOM之影響上存在中介效果，而自我效能則會調節社會比較、錯失恐懼、創新接受程度經由模仿慾望對網紅線上課程的購買意願產生的間接效果。 本研究成果的貢獻在於，平台或網紅在行銷課程時，可以鎖定具有較高創新接受程度的族群或是塑造錯失恐懼的心理情境，便有機會在eWOM層面達到更好的效果，而網紅若欲推課程，除了以自身專業打造高品質課程外，也可以善用人們模仿慾望的心理情境，形塑讓人憧憬且易被複製的成功形象或模式，並多分享學員的成功案例與經驗，使成功可期以刺激模仿慾望，有望提升購買意願與eWOM。 zh_TW dc.description.abstract (摘要) With the rise of online learning trends, online courses have also become one of the diverse channels for influencers to make profits. Among the many learning channels and types of online courses, how can influencers leverage their unique positioning and advantages to win the game of online courses? This is a problem that both the platform end and the influencers end are facing. This research focuses on consumers who are following influencers, and explores the effects of social comparison, fear of missing out, and innovation acceptance on their purchase intention and eWOM towards influencers' online courses. In addition, the mediating role of mimicry desire and the moderating role of self-efficacy are also explored. The research collected a total of 323 valid responses through an online survey. The research results show that fear of missing out and innovation acceptance have significant impact on the eWOM of influencers’ online courses. The mimicry desire has a mediating effect on the influence of social comparison, fear of missing out, and innovation acceptance on the purchase intention and eWOM of influencers’ online courses. At the same time, self-efficacy moderates the effects of social comparison, fear of missing out, and innovation acceptance on purchase intention of influencers’ online courses through mimicry desire. The contribution of this study lies in the fact that when marketing courses, both platforms and influencers can target groups with a high degree of innovation acceptance or create a psychological situation of fear of missing out, which will have the opportunity to achieve better results at the eWOM level. If influencers want to promote online courses, in addition to creating high-quality courses based on their own specialties, they can also make good use of the psychological situation of consumers’ mimicry desire by shaping a successful image or model, which is aspirational and easy to be copied, and sharing more successful cases and experiences. By doing so, success can be expected by stimulating consumers’ mimicry desire to increase their purchase intention and eWOM. en_US dc.description.tableofcontents 第一章 緒論1 第一節 研究背景與動機1 第二節 研究問題與目的5 第三節 研究流程6 第二章 文獻探討7 第一節 網紅線上課程行銷7 第二節 消費者購買網紅線上課程之因素12 第三節 消費者之網紅線上課程購買意願及購後行為18 第三章 研究方法25 第一節 研究架構25 第二節 研究設計26 第三節 各變數之操作型定義與衡量29 第四章 資料分析37 第一節 樣本描述37 第二節 信度分析39 第三節 相關性分析40 第四節 迴歸分析41 第五節 研究假設驗證結果58 第五章 結論與建議60 第一節 研究結果與討論60 第二節 研究貢獻63 第三節 研究限制與未來建議65 參考文獻 67 附錄-正式問卷 72 zh_TW dc.format.extent 3330447 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110363007 en_US dc.subject (關鍵詞) 網紅 zh_TW dc.subject (關鍵詞) 線上課程 zh_TW dc.subject (關鍵詞) 社會比較 zh_TW dc.subject (關鍵詞) 錯失恐懼 zh_TW dc.subject (關鍵詞) 創新接受程度 zh_TW dc.subject (關鍵詞) 模仿慾望 zh_TW dc.subject (關鍵詞) 自我效能 zh_TW dc.subject (關鍵詞) 購買意願 zh_TW dc.subject (關鍵詞) eWOM zh_TW dc.subject (關鍵詞) Influencers en_US dc.subject (關鍵詞) Online Courses en_US dc.subject (關鍵詞) Social Comparison en_US dc.subject (關鍵詞) Fear of Missing Out en_US dc.subject (關鍵詞) Innovation Acceptance en_US dc.subject (關鍵詞) Mimicry Desire en_US dc.subject (關鍵詞) Self-Efficacy en_US dc.subject (關鍵詞) Purchase Intention en_US dc.subject (關鍵詞) eWOM en_US dc.title (題名) 探討社會比較、錯失恐懼、創新接受程度對網紅線上課程購買意願與EWOM之影響：以模仿慾望為中介、自我效能為調節 zh_TW dc.title (題名) Exploring the Effects of Social Comparison, Fear of Missing Out, and Innovation Acceptance on Purchase Intention and eWOM towards Influencers' Online Courses: The Mediating Role of Mimicry Desire and the Moderating Role of Self-efficacy en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 英文文獻 Abidin, C. (2018). Internet celebrity: Understanding fame online. UK: Emerald. Andrew K. Przybylski, Kou Murayama, Cody R. DeHaan, Valerie Gladwell, Motivational, emotional, and behavioral correlates of fear of missing out, Computers in Human Behavior, 29(4), 2013, Pages 1841-1848. Bandura, A. (1997). Self-efficacy: The exercise of control. New York: W. H. Freeman and Company. Baturay, M. H. (2015). An Overview of the World of MOOCs. Procedia - Social and Behavioral Sciences, 174, 427–433. Baumeister, R. F., & Leary, M. R. (1995). The need to belong: Desire for interpersonal attachments as a fundamental human motivation. Psychological Bulletin, 117(3), 497– 529. Cantallops, A. S., & Salvi, F. (2014). New consumer behavior: A review of research on eWOM and hotels. International Journal of Hospitality Management, 36, 41-51. Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230. Buunk, B. P., Collins, R. L., Taylor, S. E., VanYperen, N. W., & Dakof, G. A. (1990). The affective consequences of social comparison: either direction has its ups and downs. Journal of personality and social psychology, 59(6), 1238. Das, G. (2014). Linkages of retailer personality, perceived quality and purchase intention with retailer loyalty: A study of Indian non-food retailing. Journal of Retailing and Consumer Services, 21(3), 407-414. Dinh, T.C.T. and Lee, Y. (2022), "“I want to be as trendy as influencers” – how “fear of missing out” leads to buying intention for products endorsed by social media influencers", Journal of Research in Interactive Marketing, Vol. 16 No. 3, pp. 346- 364. 67 Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook ‘‘friends’’: Social capital and college students’ use of online social network sites. Journal of Computer-Mediated Communication, 12, 1143–1168. Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47-55. Festinger, L. (1954). A theory of social comparison processes. Human relations, 7(2), 117-140. Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public relations review, 37(1), 90-92. Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e‐WOM Scale: word‐of‐ mouth measurement scale for e‐services context. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 27(1), 5-23. Gueguen, N., Jacob, C., & Martin, A. (2009). Mimicry in social interaction: Its effect on human judgment and behavior. European Journal of Social Sciences, 8(2), 253–259. Hogg, M. K., Bruce, M., & Hough, K. (1999). Female images in advertising: the implications of social comparison for marketing. 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