- 期刊
粉絲對YouTube旅遊網紅之擬社會互動和行為反應：整合來源吸引性與內容滿足之觀點
Fans' Parasocial Interaction and Behavioral Responses to YouTube Travel Celebrities: An Integrated Perspective of Source Attractiveness and Uses and Gratification Theory
摘要
本研究整合來源吸引力與使用滿足理論的觀點，建立以擬社會互動為中介的整合模型，研究台灣YouTube旅遊網紅的訂閱粉絲。研究結果發現YouTube旅遊網紅的相似性、真實性能促進擬社會互動。YouTube平台以及網紅的影片內容若能滿足粉絲的社會互動滿足和自我展現滿足，亦可促進擬社會互動，結合兩者可正面影響粉絲購買意願和資訊傳遞行為。此外，對想高度自我展現的粉絲，搭配具有高真實性的網紅，有助於提升粉絲的購買意願；對需要高度社會互動的粉絲，尋找與粉絲相似性高的網紅，則可增加資訊傳遞行為。然而，仍需特別注意粉絲對網紅的熟悉性會減少資訊傳遞行為。
並列摘要
With the advancement of YouTube and live-stream media, several travel service firms seek travel YouTubers for celebrity endorsement. How to increase online interaction and behavioral responses thus becomes a challenge. Integrating source attractiveness and uses and gratification theory, this study developed an integrated model using parasocial interaction as a mediator. Targeting at fans of top 8 YouTube travel celebrities whose subscribers exceed 100,000 in Taiwan, we collected a total of 600 valid survey responses to test our model. Using structural equation modeling, the results found travel celebrities' similarity and authenticity, fans' gratification of self-presentation and social interaction increase parasocial interaction. Parasocial interaction thus leads to higher purchase intention and information pass-along behaviors. Also, for fans high in self-presentation gratification, highly authentic travel celebrities induce higher purchase intention; for fans high in social interaction gratification, the endorsement effect of highly similar travel celebrities is more substantial for video sharing behaviors. However, it is worth noticing that high similarity of travel celebrities decreased information pass-along behaviors. Marketing implications and managerial suggestions for future studies are also discussed.