- 期刊
- OpenAccess
以多重推論模型分析Instagram影響者推廣形式對行銷環保產品成效之研究
Using the Multiple-Inference Model to Analyze Instagram Influencers' Marketing Strategies for Promoting Eco-Friendly Products
摘要
近年來Instagram影響者協助各方提倡環保的情形越來越常見，過去研究多著眼於其個人特質對行銷成效之影響，而本研究以有別於以往的角度切入，運用多重推論模型探討影響者不同的推廣形式（自發性推廣、非自發性推廣－政府部門／品牌方合作）將會如何影響閱聽眾的態度與購買意願。本研究使用問卷調查法，並採用便利抽樣的方式，選擇有使用Instagram的習慣，同時也有在關注影響者的閱聽眾作為研究樣本，最終共回收277份有效問卷。統計的部分以變異數分析與迴歸分析進行假說驗證。研究結果顯示，應用在環保產品上，當影響者自發性推廣時，會被閱聽眾推論出更高的情感動機，與政府部門或品牌方的合作則會被推論出更高的規範動機或計算動機。從研究數據中可看出，情感動機與計算動機的推論皆會對閱聽眾的影響者態度、產品態度，以及購買意願造成顯著的影響，唯有規範動機的影響不顯著。整體而言，本研究為影響者提供更具說服效果之行銷策略，可作為其未來欲向閱聽眾推廣理念與產品時之參酌。
並列摘要
In recent years, Instagram influencers have increasingly advocated for environmental conservation. Prior studies have mostly focused on how influencers' personal traits affect marketing effectiveness, but this study takes a different approach. A multiple-inference model is used to analyze how influencers' promotional strategies (self-initiated promotion and non-self-initiated promotion) influence their audiences' attitudes and purchase intentions. This study utilized a questionnaire survey approach, focusing on individuals with regular Instagram usage habits who concurrently follow influencers as the research sample. In total, 277 valid questionnaires were collected. ANOVA and regression analysis were used to test and confirm the hypotheses. Influencers who made self-initiated promotions of eco-friendly products were perceived as having higher levels of affective motives. In contrast, influencers who cooperated with government agencies or brands had higher normative or calculative motives. Notably, both affective and calculative motives significantly impacted influencer attitudes, product attitudes, and purchase intentions of the audience. The impact of normative motives, however, was not significant.