炫耀式打卡的殺傷力

The Destructive Power of Conspicuous Check-In

李雅靖(Lee, Ya-Ching) ； 范雅婷(Fan, Ya-Ting)

《傳播研究與實踐》 10卷1期 (2020/01) Pp. 109-140

https://doi.org/10.6123/JCRP.202001_10(1).0005

摘要

本研究的目的為探討臉書的炫耀式打卡是否會引起嫉妒，進而對打卡動態中出現之品牌產生影響。同時，以關係強度為干擾因子，觀察不同的關係強度對嫉妒的引發是否有不同影響。本研究結果顯示，炫耀性打卡僅會引發負面嫉妒。負面嫉妒則只對品牌聯想有負向的直接影響。此外，本研究也證實關係強度的確會干擾炫耀性打卡對品牌權益的影響。當關係強度強時，炫耀式打卡引起之負面嫉妒對品牌權益各構面皆無影響。當兩者間關係強度弱時，炫耀式打卡透過負面嫉妒對知覺品質有正面顯著間接影響，進而提升了品牌聯想。本研究最後提供實務建議。

關鍵字

品牌 ； 打卡 ； 臉書 ； 嫉妒 ； 關係強度

並列摘要

This research attempts to determine how Facebook check-in influences consumer perceptions of a brand shown on a Facebook post wall by using envy as a mediator. This research also investigates the moderating effects of tie strength. The results show that Facebook check-in affects malicious envy, which leads to negative brand associations. This research also identifies moderating effects of tie strength on a brand. When tie strength is strong, conspicuous check-in does not affect brand equity. When it is weak, check-in leads to positive brand associations via brand quality. Finally, this research offers practical suggestions.

並列關鍵字

brand ； check-in ； facebook ； envy ； tie strength

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