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題名 與虛擬網紅的自我一致性對代言產品願付價格之影響
How AI Endorsements Influence Consumers’ Willingness to Pay: Insights from Self-AI Influencer Congruity
作者 鄭雅文
Cheng, Ya-Wen
貢獻者 朴星俊
Park, Sung-jun
鄭雅文
Cheng, Ya-Wen
關鍵詞 自我一致性
虛擬網紅
代言效果
願付價格
Self-congruity
AI influencer
Endorsement effect
Willingness to pay
日期 2025
上傳時間 3-Mar-2025 14:00:59 (UTC+8)
摘要 本研究旨在探討消費者與虛擬網紅之自我一致性對消費者願付價格的影響及其作用機制。本研究透過網路問卷調查，收集美國消費者對虛擬網紅代言遊戲產品的看法，共獲得177份有效樣本。研究結果顯示，消費者與虛擬網紅的自我一致性會透過消費者對網紅的熟悉度產生調節作用，進而提升消費者對虛擬網紅的好感；此外，消費者對虛擬網紅的好感則會受到消費者對網紅意見信賴程度的調節，進一步影響消費者對代言產品的願付價格。
This study explores the relationship between self-AI influencer congruity and consumers’ willingness to pay. By conducting a questionnaire to evaluate an AI influencer’s promotional activity for an online game, 177 responses were collected from participants in the United States. The results indicate that self-AI influencer congruity positively influences consumers' attitudes toward the influencer, mediated by their familiarity with AI influencers. Furthermore, consumers' attitudes toward the influencer positively affect their willingness to pay, mediated by their acceptance of the AI influencer's opinions. This research aims to deepen the understanding of how individuals interact with virtual characters, uncovering the ways in which virtual characters can influence consumer behavior. These insights can further assist companies in strategically developing intellectual properties (IP) tied to virtual characters.
參考文獻 Al Mamun, A., Naznen, F., Yang, Q., Ali, M. H., & Hashim, N. M. H. N. (2023). Modelling the significance of celebrity endorsement and consumer interest on attitude, purchase intention, and willingness to pay a premium price for green skincare products. Heliyon, 9(6). https://doi.org/10.1016/j.heliyon.2023.e16765 Albert, N., Ambroise, L., & Valette-Florence, P. (2017). Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements? Journal of Business Research, 81, 96-106. https://doi.org/https://doi.org/10.1016/j.jbusres.2017.08.002 Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness. International Journal of Advertising, 27(2), 209-234. https://doi.org/10.1080/02650487.2008.11073052 Byrne, D. (1961). Interpersonal attraction and attitude similarity. The Journal of Abnormal and Social Psychology, 62(3), 713-715. https://doi.org/10.1037/h0044721 Cacioppo, J. T., Cacioppo, S., & Petty, R. E. (2018). The neuroscience of persuasion: A review with an emphasis on issues and opportunities. Social Neuroscience, 13(2), 129-172. https://doi.org/10.1080/17470919.2016.1273851 Calvo-Porral, C., Rivaroli, S., & Orosa-González, J. (2021). The Influence of Celebrity Endorsement on Food Consumption Behavior. Foods, 10(9), 2224. https://www.mdpi.com/2304-8158/10/9/2224 Carlson, B. D., Donavan, D. T., Deitz, G. D., Bauer, B. C., & Lala, V. (2020). A customer-focused approach to improve celebrity endorser effectiveness. Journal of Business Research, 109, 221-235. https://doi.org/https://doi.org/10.1016/j.jbusres.2019.11.048 Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of personality and social psychology, 39(5), 752. Chestnut, R. W. (1980). Persuasive effects in marketing. In Persuasion: New directions in theory and research (pp. 267-271). Sage Publications, Inc. Choi, S. M., & Rifon, N. J. (2012). It Is a Match: The Impact of Congruence between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness. Psychology & Marketing, 29(9), 639-650. https://doi.org/https://doi.org/10.1002/mar.20550 Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7. https://doi.org/https://doi.org/10.1016/j.chb.2016.11.009 Dolich, I. J. (1969). Congruence Relationships between Self Images and Product Brands. Journal of Marketing Research, 6(1), 80-84. https://doi.org/10.1177/002224376900600109 Dow, J. (2015). Passions and Persuasion in Aristotle's Rhetoric. Oxford University Press. https://doi.org/10.1093/acprof:oso/9780198716266.001.0001 Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of marketing management, 15(4), 291-314. James, W. (1968). The self. The self in social interaction, 1, 41-49. James, W. (1982). Psychology: briefer course. H. Holt. Kamen, J. M., Azhari, A. C., & et al. (1975). What a spokesman does for a sponsor. Journal of advertising research, 15(2), 17. Kapitan, S., & Silvera, D. H. (2016). From digital media influencers to celebrity endorsers: attributions drive endorser effectiveness. Marketing Letters, 27(3), 553-567. https://doi.org/10.1007/s11002-015-9363-0 Kim, J.-H. (2015). Self-congruity effects: A critical review and an integrative model. Japanese Psychological Research, 57(4), 348-362. https://doi.org/https://doi.org/10.1111/jpr.12084 Li, H., Lei, Y., Zhou, Q., & Yuan, H. (2023). Can you sense without being human? Comparing virtual and human influencers endorsement effectiveness. Journal of Retailing and Consumer Services, 75, 103456. https://doi.org/https://doi.org/10.1016/j.jretconser.2023.103456 Liang, H.-L., & Lin, P.-I. (2018). Influence of multiple endorser-product patterns on purchase intention. International Journal of Sports Marketing and Sponsorship, 19(4), 415-432. https://doi.org/10.1108/IJSMS-03-2017-0022 McCracken, G. (1989). Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16(3), 310-321. https://doi.org/10.1086/209217 Moons, I., De Pelsmacker, P., & Barbarossa, C. (2020). Do personality- and self-congruity matter for the willingness to pay more for ecotourism? An empirical study in Flanders, Belgium. Journal of Cleaner Production, 272, 122866. https://doi.org/https://doi.org/10.1016/j.jclepro.2020.122866 Moreland, R. L., & Zajonc, R. B. (1982). Exposure effects in person perception: Familiarity, similarity, and attraction. Journal of Experimental Social Psychology, 18(5), 395-415. https://doi.org/https://doi.org/10.1016/0022-1031(82)90062-2 Munson, J. M. (1973). A Typological Investigation of Self-Concept Congruity and Brand Preferences: Toward a Predictive Model. University of Illinois at Urbana-Champaign. Newcomb, T. M. (1956). The prediction of interpersonal attraction. American Psychologist, 11(11), 575-586. https://doi.org/10.1037/h0046141 Petty, R. E., & Cacioppo, J. T. (1984). Source factors and the elaboration likelihood model of persuasion. Advances in consumer research, 11(1), 668-672. Precker, J. A. (1952). Similarity of valuings as a factor in selection of peers and near-authority figures. The Journal of Abnormal and Social Psychology, 47(2, Suppl), 406-414. https://doi.org/10.1037/h0061869 Schouten, A. P., Janssen, L., & Verspaget, M. (2021). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. In Leveraged Marketing Communications (pp. 208-231). Routledge. Shan, Y., Chen, K.-J., & Lin, J.-S. (2020). When social media influencers endorse brands: the effects of self-influencer congruence, parasocial identification, and perceived endorser motive. International Journal of Advertising, 39(5), 590-610. https://doi.org/10.1080/02650487.2019.1678322 Sirgy, M. J. (1979). Self-concept in consumer behavior. University of Massachusetts Amherst. Solomon, M. R. (1983). The Role of Products as Social Stimuli: A Symbolic Interactionism Perspective. Journal of Consumer Research, 10(3), 319-329. https://doi.org/10.1086/208971 Tan, T. M., Salo, J., Juntunen, J., & Kumar, A. (2019). The role of temporal focus and self-congruence on consumer preference and willingness to pay: A new scrutiny in branding strategy. European Journal of Marketing, 53(1), 37-62. https://doi.org/https://doi.org/10.1108/EJM-04-2017-0303 Thomas, V. L., Yeh, M., & Jewell, R. D. (2015). Enhancing valuation: the impact of self-congruence with a brand on the endowment effect. Journal of Behavioral and Experimental Economics, 58, 178-185. https://doi.org/https://doi.org/10.1016/j.socec.2015.05.009 Wang, S. W., Kao, G. H.-Y., & Ngamsiriudom, W. (2017). Consumers' attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector. Journal of Air Transport Management, 60, 10-17. https://doi.org/https://doi.org/10.1016/j.jairtraman.2016.12.007 Yuan, S., & Lou, C. (2020). How Social Media Influencers Foster Relationships with Followers: The Roles of Source Credibility and Fairness in Parasocial Relationship and Product Interest. Journal of Interactive Advertising, 20(2), 133-147. https://doi.org/10.1080/15252019.2020.1769514 Zhu, X., Teng, L., Foti, L., & Yuan, Y. (2019). Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation. Journal of Business Research, 103, 301-309. https://doi.org/https://doi.org/10.1016/j.jbusres.2019.01.055
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
112363069
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112363069
資料類型 thesis
dc.contributor.advisor 朴星俊zh_TW
dc.contributor.advisor Park, Sung-junen_US
dc.contributor.author (Authors) 鄭雅文zh_TW
dc.contributor.author (Authors) Cheng, Ya-Wenen_US
dc.creator (作者) 鄭雅文zh_TW
dc.creator (作者) Cheng, Ya-Wenen_US
dc.date (日期) 2025en_US
dc.date.accessioned 3-Mar-2025 14:00:59 (UTC+8)-
dc.date.available 3-Mar-2025 14:00:59 (UTC+8)-
dc.date.issued (上傳時間) 3-Mar-2025 14:00:59 (UTC+8)-
dc.identifier (Other Identifiers) G0112363069en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/155966-
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) 112363069zh_TW
dc.description.abstract (摘要) 本研究旨在探討消費者與虛擬網紅之自我一致性對消費者願付價格的影響及其作用機制。本研究透過網路問卷調查，收集美國消費者對虛擬網紅代言遊戲產品的看法，共獲得177份有效樣本。研究結果顯示，消費者與虛擬網紅的自我一致性會透過消費者對網紅的熟悉度產生調節作用，進而提升消費者對虛擬網紅的好感；此外，消費者對虛擬網紅的好感則會受到消費者對網紅意見信賴程度的調節，進一步影響消費者對代言產品的願付價格。zh_TW
dc.description.abstract (摘要) This study explores the relationship between self-AI influencer congruity and consumers’ willingness to pay. By conducting a questionnaire to evaluate an AI influencer’s promotional activity for an online game, 177 responses were collected from participants in the United States. The results indicate that self-AI influencer congruity positively influences consumers' attitudes toward the influencer, mediated by their familiarity with AI influencers. Furthermore, consumers' attitudes toward the influencer positively affect their willingness to pay, mediated by their acceptance of the AI influencer's opinions. This research aims to deepen the understanding of how individuals interact with virtual characters, uncovering the ways in which virtual characters can influence consumer behavior. These insights can further assist companies in strategically developing intellectual properties (IP) tied to virtual characters.en_US
dc.description.tableofcontents Chapter 1 – Introduction 1 Chapter 2 – Literature Review 3 2.1 Self-congruity effect 3 2.2 Endorsement effect 4 2.3 Persuasion 6 Chapter 3 – Hypothesis 9 3.1 Influence of self-AI influencer congruity on attitude toward AI influencer 9 3.2 Influence of attitude toward AI influencer on willingness to pay 10 Chapter 4 – Methods 13 4.1 Sampling and Participants 13 4.2 Questionnaire 13 Chapter 5 – Result 15 5.1 Demographic profiles 15 5.2 Reliability 17 5.3 Regression 20 Chapter 6 – General Discussion 22 6.1 Theoretical Implication 23 6.2 Managerial Implication 24 6.3 Limitations and Future Research 25 Appendix – Questionnaire 28 Reference 32zh_TW
dc.format.extent 754903 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112363069en_US
dc.subject (關鍵詞) 自我一致性zh_TW
dc.subject (關鍵詞) 虛擬網紅zh_TW
dc.subject (關鍵詞) 代言效果zh_TW
dc.subject (關鍵詞) 願付價格zh_TW
dc.subject (關鍵詞) Self-congruityen_US
dc.subject (關鍵詞) AI influenceren_US
dc.subject (關鍵詞) Endorsement effecten_US
dc.subject (關鍵詞) Willingness to payen_US
dc.title (題名) 與虛擬網紅的自我一致性對代言產品願付價格之影響zh_TW
dc.title (題名) How AI Endorsements Influence Consumers’ Willingness to Pay: Insights from Self-AI Influencer Congruityen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Al Mamun, A., Naznen, F., Yang, Q., Ali, M. H., & Hashim, N. M. H. N. (2023). Modelling the significance of celebrity endorsement and consumer interest on attitude, purchase intention, and willingness to pay a premium price for green skincare products. Heliyon, 9(6). https://doi.org/10.1016/j.heliyon.2023.e16765 Albert, N., Ambroise, L., & Valette-Florence, P. (2017). Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements? Journal of Business Research, 81, 96-106. https://doi.org/https://doi.org/10.1016/j.jbusres.2017.08.002 Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness. International Journal of Advertising, 27(2), 209-234. https://doi.org/10.1080/02650487.2008.11073052 Byrne, D. (1961). Interpersonal attraction and attitude similarity. The Journal of Abnormal and Social Psychology, 62(3), 713-715. https://doi.org/10.1037/h0044721 Cacioppo, J. T., Cacioppo, S., & Petty, R. E. (2018). The neuroscience of persuasion: A review with an emphasis on issues and opportunities. Social Neuroscience, 13(2), 129-172. https://doi.org/10.1080/17470919.2016.1273851 Calvo-Porral, C., Rivaroli, S., & Orosa-González, J. (2021). The Influence of Celebrity Endorsement on Food Consumption Behavior. Foods, 10(9), 2224. https://www.mdpi.com/2304-8158/10/9/2224 Carlson, B. D., Donavan, D. T., Deitz, G. D., Bauer, B. C., & Lala, V. (2020). A customer-focused approach to improve celebrity endorser effectiveness. Journal of Business Research, 109, 221-235. https://doi.org/https://doi.org/10.1016/j.jbusres.2019.11.048 Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of personality and social psychology, 39(5), 752. Chestnut, R. W. (1980). Persuasive effects in marketing. In Persuasion: New directions in theory and research (pp. 267-271). Sage Publications, Inc. Choi, S. M., & Rifon, N. J. (2012). It Is a Match: The Impact of Congruence between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness. Psychology & Marketing, 29(9), 639-650. https://doi.org/https://doi.org/10.1002/mar.20550 Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7. https://doi.org/https://doi.org/10.1016/j.chb.2016.11.009 Dolich, I. J. (1969). Congruence Relationships between Self Images and Product Brands. Journal of Marketing Research, 6(1), 80-84. https://doi.org/10.1177/002224376900600109 Dow, J. (2015). Passions and Persuasion in Aristotle's Rhetoric. Oxford University Press. https://doi.org/10.1093/acprof:oso/9780198716266.001.0001 Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of marketing management, 15(4), 291-314. James, W. (1968). The self. The self in social interaction, 1, 41-49. James, W. (1982). Psychology: briefer course. H. Holt. Kamen, J. M., Azhari, A. C., & et al. (1975). What a spokesman does for a sponsor. Journal of advertising research, 15(2), 17. Kapitan, S., & Silvera, D. H. (2016). From digital media influencers to celebrity endorsers: attributions drive endorser effectiveness. Marketing Letters, 27(3), 553-567. https://doi.org/10.1007/s11002-015-9363-0 Kim, J.-H. (2015). Self-congruity effects: A critical review and an integrative model. Japanese Psychological Research, 57(4), 348-362. https://doi.org/https://doi.org/10.1111/jpr.12084 Li, H., Lei, Y., Zhou, Q., & Yuan, H. (2023). Can you sense without being human? Comparing virtual and human influencers endorsement effectiveness. Journal of Retailing and Consumer Services, 75, 103456. https://doi.org/https://doi.org/10.1016/j.jretconser.2023.103456 Liang, H.-L., & Lin, P.-I. (2018). Influence of multiple endorser-product patterns on purchase intention. International Journal of Sports Marketing and Sponsorship, 19(4), 415-432. https://doi.org/10.1108/IJSMS-03-2017-0022 McCracken, G. (1989). Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16(3), 310-321. https://doi.org/10.1086/209217 Moons, I., De Pelsmacker, P., & Barbarossa, C. (2020). Do personality- and self-congruity matter for the willingness to pay more for ecotourism? An empirical study in Flanders, Belgium. Journal of Cleaner Production, 272, 122866. https://doi.org/https://doi.org/10.1016/j.jclepro.2020.122866 Moreland, R. L., & Zajonc, R. B. (1982). Exposure effects in person perception: Familiarity, similarity, and attraction. Journal of Experimental Social Psychology, 18(5), 395-415. https://doi.org/https://doi.org/10.1016/0022-1031(82)90062-2 Munson, J. M. (1973). A Typological Investigation of Self-Concept Congruity and Brand Preferences: Toward a Predictive Model. University of Illinois at Urbana-Champaign. Newcomb, T. M. (1956). The prediction of interpersonal attraction. American Psychologist, 11(11), 575-586. https://doi.org/10.1037/h0046141 Petty, R. E., & Cacioppo, J. T. (1984). Source factors and the elaboration likelihood model of persuasion. Advances in consumer research, 11(1), 668-672. Precker, J. A. (1952). Similarity of valuings as a factor in selection of peers and near-authority figures. The Journal of Abnormal and Social Psychology, 47(2, Suppl), 406-414. https://doi.org/10.1037/h0061869 Schouten, A. P., Janssen, L., & Verspaget, M. (2021). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. In Leveraged Marketing Communications (pp. 208-231). Routledge. Shan, Y., Chen, K.-J., & Lin, J.-S. (2020). When social media influencers endorse brands: the effects of self-influencer congruence, parasocial identification, and perceived endorser motive. International Journal of Advertising, 39(5), 590-610. https://doi.org/10.1080/02650487.2019.1678322 Sirgy, M. J. (1979). Self-concept in consumer behavior. University of Massachusetts Amherst. Solomon, M. R. (1983). The Role of Products as Social Stimuli: A Symbolic Interactionism Perspective. Journal of Consumer Research, 10(3), 319-329. https://doi.org/10.1086/208971 Tan, T. M., Salo, J., Juntunen, J., & Kumar, A. (2019). The role of temporal focus and self-congruence on consumer preference and willingness to pay: A new scrutiny in branding strategy. European Journal of Marketing, 53(1), 37-62. https://doi.org/https://doi.org/10.1108/EJM-04-2017-0303 Thomas, V. L., Yeh, M., & Jewell, R. D. (2015). Enhancing valuation: the impact of self-congruence with a brand on the endowment effect. Journal of Behavioral and Experimental Economics, 58, 178-185. https://doi.org/https://doi.org/10.1016/j.socec.2015.05.009 Wang, S. W., Kao, G. H.-Y., & Ngamsiriudom, W. (2017). Consumers' attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector. Journal of Air Transport Management, 60, 10-17. https://doi.org/https://doi.org/10.1016/j.jairtraman.2016.12.007 Yuan, S., & Lou, C. (2020). How Social Media Influencers Foster Relationships with Followers: The Roles of Source Credibility and Fairness in Parasocial Relationship and Product Interest. Journal of Interactive Advertising, 20(2), 133-147. https://doi.org/10.1080/15252019.2020.1769514 Zhu, X., Teng, L., Foti, L., & Yuan, Y. (2019). Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation. Journal of Business Research, 103, 301-309. https://doi.org/https://doi.org/10.1016/j.jbusres.2019.01.055zh_TW