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題名 透過超擬社會關係觀點探討串流媒體產業中的網紅行銷：網紅特質、錯失恐懼、歸屬感、內容分享意圖及平台認同之關係
Investigating Influencer Marketing in the Streaming Media Industry through the Lens of Trans-Parasocial Relations: The Relationships between Influencer Characteristics, Fear of Missing Out, and Sense of Belonging, Content Sharing Intention, and Platform Identification作者 魏健庭
Wei, Chien-Ting貢獻者 陳冠儒
Chen, Kuan-Ju
魏健庭
Wei, Chien-Ting關鍵詞 網紅行銷
內容專業性
內容娛樂性
自我揭露
超擬社會關係
錯失恐懼
社群歸屬感
串流平台認同
Influencer Marketing
Expertise
Entertainment Value
Self-disclosure
Trans-Parasocial Relations
Fear of Missing Out
Sense of Belonging
Platform Identification日期 2025 上傳時間 4-Aug-2025 13:48:02 (UTC+8) 摘要 串流平台逐漸成為現代娛樂消費主流管道，加上社群媒體成為大眾接收影視資訊的來源，網紅行銷已成為串流平台重要策略。然而，目前關於網紅行銷的研究大多著重在美妝、美食、時尚等領域，針對影視、串流媒體產業的學術研究相對缺乏。因此，本研究探討串流媒體產業中的網紅行銷效果，特別聚焦於網紅特質（內容專業性、內容娛樂性、自我揭露）、超擬社會關係、錯失恐懼、社群歸屬感如何影響消費者的影劇分享意願及串流平台認同。 本研究採用問卷調查法，以312位關注影視內容網紅並有觀看串流影劇習慣的受試者為研究對象。研究結果顯示，網紅的內容專業性、內容娛樂性與自我揭露程度均會透過超擬社會關係顯著影響消費者的影劇分享意願。而超擬社會關係與串流平台認同之間的中介效果，僅在高社群歸屬感的情況下顯著，表明只有當追隨者對網紅粉絲社群有強烈歸屬感時，其對於串流平台的認同才會加強。此外，研究發現錯失恐懼雖顯著調節超擬社會關係與影劇分享意願間的關係，但呈現負向效果，表示高錯失恐懼反而削弱網紅行銷對分享行為的影響力。 根據研究結果，本文提出實務建議：串流平台選擇網紅合作夥伴時應著重其專業性、內容娛樂價值與自我揭露程度。同時應避免過度強調立即觀看的壓力，且應平衡短期話題創造與長期品質內容的提供。而影視網紅則應提升專業分析能力、創造有趣內容、適度分享個人觀點與經驗，並積極建立具互動性的粉絲社群。總地來說，本研究探究串流媒體產業中網紅行銷的關鍵，將超擬社會關係延伸至影視消費領域，為串流平台與影視網紅的行銷策略提供有效指引。
Streaming platforms have become the mainstream channel for entertainment consumption, with social media serving as a primary source of audiovisual information. Consequently, influencer marketing has emerged as a crucial strategy for streaming platforms. While research on influencer marketing is abundant in beauty, food, and fashion sectors, academic studies in the film and series and streaming industry remain limited. This study examines the effectiveness of influencer marketing in the streaming media industry, focusing on how influencer characteristics (expertise, entertainment value, self-disclosure), trans-parasocial relations, fear of missing out, and sense of belonging affect consumers' content sharing intention and platform identification. Using survey data from 312 participants who follow film and series content influencers and watch streaming content, results show that influencers' expertise, entertainment value, and self-disclosure significantly impact content sharing intention through trans-parasocial relations. The mediating effect between trans-parasocial relations and platform identification is only significant under high sense of belonging, indicating platform identification strengthens only when followers have strong connection to the influencer's fans community. Interestingly, fear of missing out demonstrated a negative moderating effect, suggesting high levels actually weaken the impact of influencer marketing on sharing behavior. Based on the result, streaming platforms should prioritize influencers' expertise, entertainment value, and self-disclosure when selecting partners. Besides, avoiding overemphasizing urgency for viewing and balancing short-term engagement with long-term quality content. Moreover, film and series content influencers should enhance analytical capabilities, create engaging content, share personal perspectives in the contents, and establish interactive fan communities. In sum, this research identifies key elements of influencer marketing in the streaming industry, extends trans-parasocial relations theory, and provides strategic guidance for platforms and influencers.參考文獻 吳明隆，（2008）。論文寫作與量化研究。五南圖書出版有限公司。 台灣文化內容策進院（2024年08月02號）。2023年臺灣文化內容消費趨勢調查報告。台灣文化內容策進院。https://research.taicca.tw/pdf/265d5b10-88b6-3855-b788-66b1ef57d13b 資產情報研究所MIC（2025年04月23號）。觀看串流影音增幅逾四成 53%網友仍赴電影院觀影串流訂閱戶每月平均花費323元九成以上仍有增訂空間。資產情報研究所MIC。https://mic.iii.org.tw/research.aspx?id=715 Ahmad, I. (2025, February 16). The influencer marketing revolution, SocialMediaToday. https://www.socialmediatoday.com/news/the-influencer-marketing-revolution-infographic/517146/ Ahmed, S., Islam, T., & Ghaffar, A. (2024). 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Cultivating the sense of belonging and motivating user participation in virtual communities: A social capital perspective. International Journal of Information Management, 32(6), 574-588. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
112363086資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112363086 資料類型 thesis dc.contributor.advisor 陳冠儒 zh_TW dc.contributor.advisor Chen, Kuan-Ju en_US dc.contributor.author (Authors) 魏健庭 zh_TW dc.contributor.author (Authors) Wei, Chien-Ting en_US dc.creator (作者) 魏健庭 zh_TW dc.creator (作者) Wei, Chien-Ting en_US dc.date (日期) 2025 en_US dc.date.accessioned 4-Aug-2025 13:48:02 (UTC+8) - dc.date.available 4-Aug-2025 13:48:02 (UTC+8) - dc.date.issued (上傳時間) 4-Aug-2025 13:48:02 (UTC+8) - dc.identifier (Other Identifiers) G0112363086 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/158451 - 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) 112363086 zh_TW dc.description.abstract (摘要) 串流平台逐漸成為現代娛樂消費主流管道，加上社群媒體成為大眾接收影視資訊的來源，網紅行銷已成為串流平台重要策略。然而，目前關於網紅行銷的研究大多著重在美妝、美食、時尚等領域，針對影視、串流媒體產業的學術研究相對缺乏。因此，本研究探討串流媒體產業中的網紅行銷效果，特別聚焦於網紅特質（內容專業性、內容娛樂性、自我揭露）、超擬社會關係、錯失恐懼、社群歸屬感如何影響消費者的影劇分享意願及串流平台認同。 本研究採用問卷調查法，以312位關注影視內容網紅並有觀看串流影劇習慣的受試者為研究對象。研究結果顯示，網紅的內容專業性、內容娛樂性與自我揭露程度均會透過超擬社會關係顯著影響消費者的影劇分享意願。而超擬社會關係與串流平台認同之間的中介效果，僅在高社群歸屬感的情況下顯著，表明只有當追隨者對網紅粉絲社群有強烈歸屬感時，其對於串流平台的認同才會加強。此外，研究發現錯失恐懼雖顯著調節超擬社會關係與影劇分享意願間的關係，但呈現負向效果，表示高錯失恐懼反而削弱網紅行銷對分享行為的影響力。 根據研究結果，本文提出實務建議：串流平台選擇網紅合作夥伴時應著重其專業性、內容娛樂價值與自我揭露程度。同時應避免過度強調立即觀看的壓力，且應平衡短期話題創造與長期品質內容的提供。而影視網紅則應提升專業分析能力、創造有趣內容、適度分享個人觀點與經驗，並積極建立具互動性的粉絲社群。總地來說，本研究探究串流媒體產業中網紅行銷的關鍵，將超擬社會關係延伸至影視消費領域，為串流平台與影視網紅的行銷策略提供有效指引。 zh_TW dc.description.abstract (摘要) Streaming platforms have become the mainstream channel for entertainment consumption, with social media serving as a primary source of audiovisual information. Consequently, influencer marketing has emerged as a crucial strategy for streaming platforms. While research on influencer marketing is abundant in beauty, food, and fashion sectors, academic studies in the film and series and streaming industry remain limited. This study examines the effectiveness of influencer marketing in the streaming media industry, focusing on how influencer characteristics (expertise, entertainment value, self-disclosure), trans-parasocial relations, fear of missing out, and sense of belonging affect consumers' content sharing intention and platform identification. Using survey data from 312 participants who follow film and series content influencers and watch streaming content, results show that influencers' expertise, entertainment value, and self-disclosure significantly impact content sharing intention through trans-parasocial relations. The mediating effect between trans-parasocial relations and platform identification is only significant under high sense of belonging, indicating platform identification strengthens only when followers have strong connection to the influencer's fans community. Interestingly, fear of missing out demonstrated a negative moderating effect, suggesting high levels actually weaken the impact of influencer marketing on sharing behavior. Based on the result, streaming platforms should prioritize influencers' expertise, entertainment value, and self-disclosure when selecting partners. Besides, avoiding overemphasizing urgency for viewing and balancing short-term engagement with long-term quality content. Moreover, film and series content influencers should enhance analytical capabilities, create engaging content, share personal perspectives in the contents, and establish interactive fan communities. In sum, this research identifies key elements of influencer marketing in the streaming industry, extends trans-parasocial relations theory, and provides strategic guidance for platforms and influencers. en_US dc.description.tableofcontents 第一章 緒論 9 第一節 研究背景 9 第二節 研究動機 13 第三節 研究目的 14 第四節 研究流程 16 第二章 文獻探討 17 第一節 串流OTT平台 17 第二節 網紅行銷 20 第三節 網紅行銷之關鍵因素 22 第四節 消費者心理 26 第五節 影視產業中消費者行為 32 第六節 研究假說 34 第七節 研究架構 38 第三章 研究方法 40 第一節 資料搜集與問卷設計 40 第二節 問卷內容設計與問卷題項定義 40 第三節 問卷量表設計 41 第四章 資料分析 48 第一節 樣本特性分析 48 第二節 信度分析結果 55 第三節 研究假說驗證 56 第四節 迴歸分析 57 第五節 中介及調節效果分析 58 第五章 研究結論與建議 70 第一節 資料分析結果 70 第二節 研究結論 71 第三節 管理實務意涵 76 第四節 研究限制與未來研究建議 78 參考文獻 81 附錄：研究問卷 90 zh_TW dc.format.extent 2127855 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112363086 en_US dc.subject (關鍵詞) 網紅行銷 zh_TW dc.subject (關鍵詞) 內容專業性 zh_TW dc.subject (關鍵詞) 內容娛樂性 zh_TW dc.subject (關鍵詞) 自我揭露 zh_TW dc.subject (關鍵詞) 超擬社會關係 zh_TW dc.subject (關鍵詞) 錯失恐懼 zh_TW dc.subject (關鍵詞) 社群歸屬感 zh_TW dc.subject (關鍵詞) 串流平台認同 zh_TW dc.subject (關鍵詞) Influencer Marketing en_US dc.subject (關鍵詞) Expertise en_US dc.subject (關鍵詞) Entertainment Value en_US dc.subject (關鍵詞) Self-disclosure en_US dc.subject (關鍵詞) Trans-Parasocial Relations en_US dc.subject (關鍵詞) Fear of Missing Out en_US dc.subject (關鍵詞) Sense of Belonging en_US dc.subject (關鍵詞) Platform Identification en_US dc.title (題名) 透過超擬社會關係觀點探討串流媒體產業中的網紅行銷：網紅特質、錯失恐懼、歸屬感、內容分享意圖及平台認同之關係 zh_TW dc.title (題名) Investigating Influencer Marketing in the Streaming Media Industry through the Lens of Trans-Parasocial Relations: The Relationships between Influencer Characteristics, Fear of Missing Out, and Sense of Belonging, Content Sharing Intention, and Platform Identification en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 吳明隆，（2008）。論文寫作與量化研究。五南圖書出版有限公司。 台灣文化內容策進院（2024年08月02號）。2023年臺灣文化內容消費趨勢調查報告。台灣文化內容策進院。https://research.taicca.tw/pdf/265d5b10-88b6-3855-b788-66b1ef57d13b 資產情報研究所MIC（2025年04月23號）。觀看串流影音增幅逾四成 53%網友仍赴電影院觀影串流訂閱戶每月平均花費323元九成以上仍有增訂空間。資產情報研究所MIC。https://mic.iii.org.tw/research.aspx?id=715 Ahmad, I. 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