- 期刊
網路紅人影響力行銷對消費者購買意願之影響研究
Research on the influence of internet celebrity influence marketing on consumers' purchase intention
摘要
網際網路的快速擴張，除了讓我們日常資訊的傳遞更為迅速，也造就為數眾多的網紅活躍在其中。而網紅因為有著龐大的粉絲以及支持者，在我們日常生活中常常扮演著意見領袖的角色。今日的廠商在為其產品行銷時，也會選擇與擁有關注度的網紅進行商業合作，由網紅業配產品幫助其行銷。本研究內容目的在於透過網路問券分析網紅行銷對於平常有在關注網紅的民眾是否有影響力。並以不同層面：「網紅可信度」、「網紅業配內容的合宜性」、「網紅與產品的適配度」、「消費者與產品的適配度」進行研究。本研究成果期待可以了解網紅行銷時，是否對有在關注網紅的民眾產生購買意願的增長。最終結果得出「網紅可信度」以及「網紅與產品的適配度」不足以影響消費者購買意願。建議今後研究方向可以朝調查族群細緻化邁進，以求不同族群精確的研究結果。
並列摘要
The growth of the Internet has not only allowed us to pass daily information more quickly, but also created a large number of influencer in it. Because influencer have huge fans and supporters, they often play the role of key opinion leaders in our daily lives. Today's manufacturers, when marketing their products, also choose to cooperate with influencer who have a lot of attention, and the influencer will publicity manufacturers products to help their marketing. The purpose of this research is to analyze whether influencer marketing has an influence on people who usually pay attention to online celebrities through online questionnaire. The research is carried out on different levels: ＂source characteristics and endorsement effectiveness＂, ＂advertorial contents and consumer attitude＂, ＂ match between celebrity and product ＂, and ＂match between influencer and product＂. The results of this research are expected to be able to understand whether the influencer marketing will increase the purchase intention of the people who are paying attention to the influencer. The final result concluded that ＂source characteristics and endorsement effectiveness＂ and ＂ match between celebrity and product＂ are not enough to influence consumers' willingness to buy. It is suggested that the research direction in the future can move towards the detailed investigation of ethnic groups, so as to obtain accurate research results of different ethnic groups.