| dc.contributor | 國貿系 | |
| dc.creator (作者) | 陳建維;練乃華 | |
| dc.date (日期) | 2021-10 | |
| dc.date.accessioned | 7-Apr-2026 13:28:38 (UTC+8) | - |
| dc.date.available | 7-Apr-2026 13:28:38 (UTC+8) | - |
| dc.date.issued (上傳時間) | 7-Apr-2026 13:28:38 (UTC+8) | - |
| dc.identifier.uri (URI) | https://ah.lib.nccu.edu.tw/item?item_id=181947 | - |
| dc.description.abstract (摘要) | 隨著網際網路的盛行與社群媒體之流行，電子口碑的影響力迅速壯大，無遠弗屆，開始主導消費決策。業配文為電子口碑的一種特殊形式 它帶有促銷的本質 越來越多公司開始尋找具有一定人氣的公眾人物或網路紅人為其產品撰寫業配文。就行銷意義而言，業配文介於產品體驗口碑分享與代言推薦商業色彩之間，正因為它並非單純自發性的使用心得分享，許多消費者對其真實性與可信度是有所保留與疑慮的。
本研究奠基於信號理論觀點，將業配文撰文者視為信號傳遞者、文章內容視為信號本身、消費者視為信號接收者、承載文章之平台視為信號環境，依據此此四大面向，探討業配文影響消費者文章信任、產品態度與購買意願之機制。首先 在第一期研究中，我們預計探討業配文的信號特質之相互關係，並建立這些信號特質影響購買意願之中介效果模式。第二期研究欲瞭解業配文之信號效果如何為信號傳遞者、信號接收者，以及信號環境等相關因素所調節；本研究預計納入的調節變數有：撰文者與消費者相似性；撰文者過往名聲；消費者產品知識；消費者業配文經驗；平台可觀察度。資料蒐集透過發放線上問卷，資料分析將經由結構方程式進行，希冀本研究發現能為建立一個管理業配文的規範性模式提供理論與實證基礎。 | |
| dc.description.abstract (摘要) | The prevalence of the Internet and the popularity of social media have led consumers to resort to electronic word-of-mouth for making purchase decisions. Sponsored posts are one form of online product reviews with the promotional purposes. Particularly, many firms start to invite public figures or Internet celebrities to write sponsored posts for certain products. In a marketing sense, sponsored posts lie somewhere between solely spontaneous sharing of personal experiences and actual endorsements for promoting products. As a result, consumers may well take sponsored posts with a grain of salt. They remain skeptical of the authenticity and trustworthiness of the posts.
This research is to analyze the effectiveness of sponsored posts on the basis of signaling theory. It explores the mechanism underlying the influence of sponsored posts in terms of the signal, the signaler, the receiver, and the signaling environment. In study 1, the inter-relationships among the signal characteristics of sponsored posts are probed, along with a mediation model that depicts the impacts of sponsored post signals on consumers’ trust toward the posts, product attitude and purchase intention. Study 2 is coned with how the signaling effectiveness of sponsored posts is moderated by the factors related to the signaler, the receiver, and the signaling environment. Specifically, similarity between the post writer and the consumer, the writer’s reputation, the receiver’s product knowledge and experience in sponsored posts, and the observability of social media are moderators in the model. The findings of this research is expected to provide the basis of a normative model for guiding the management of sponsored post. | |
| dc.format.extent | 116 bytes | - |
| dc.format.mimetype | text/html | - |
| dc.relation (關聯) | 科技部, MOST108-2410-H004-206-MY2, 108.08-110.07 | |
| dc.subject (關鍵詞) | 電子口碑; 業配文; 信號理論; 清晰度; 一致性; 文章信任; 產品態度; 購買意願 | |
| dc.subject (關鍵詞) | Electronic Word-of-Mouth (eWOM); Sponsored Post; Signaling Theory; Clarity; Consistency; Information Amount; Trust; Attitude toward Product; Purchase Intention | |
| dc.title (題名) | 業配文之信號理論觀點 | |
| dc.title (題名) | A Signaling Approach to Sponsored Posts | |
| dc.type (資料類型) | report | |
