網路紅人之業配適配性、專業性對廣告效果與購買意願影響之研究

The Effect of Adaptiveness and Professionalism of Internet Celebrities on Advertising Effectiveness and Purchasing Intention

陳律睿(Lu-Jui Chen) ； 李涵(Han Lee) ； 李文瑞(Wen-Ruey Lee) ； 鄭佳宜(Chia-I Cheng)

《臺北商業論叢》 1卷2期 (2024/07) Pp. 1-21

摘要

本研究探討網紅與業配產品的適配性、專業性對廣告效果和購買意願之間的關係。另外，在理論中還加入從眾行為作為干擾變項。本研究透過204筆資料，經過分析後，結果顯示網紅與產品的適配性會正向顯著影響專業性。當消費者感受到專業性時，就會正向影響到網紅業配的廣告效果。網紅業配的廣告效果越好，就會顯著提高消費者的購買意願。此外，從眾行為對廣告效果與購買意願間的正向關係有強化的影響。整體而言，本研究的結果能提供當今網紅經濟世代在理論與實務上的貢獻。

關鍵字

網紅 ； 適配性 ； 專業性 ； 廣告 ； 從眾行為

並列摘要

This study investigates the relationship between the suitability and professionalism of internet celebrities and industry matching products on advertising effectiveness and purchase intention. In addition, conformity behavior was added as an moderating variable in the theory. In this study, 204 data were analyzed and the results showed that the appropriateness of celebrities positively and significantly affected professionalism. When the professionalism is perceived, it will positively affect the advertising effectiveness of internet celebrities. The better the advertising effect of matching with celebrities, the more consumers' willingness to purchase will be significantly increased. In addition, the positive relationship between advertising effectiveness and purchase intention was reinforced by conformity behavior. Overall, the results of this study provide theoretical and practical contributions to the current generation of the internet-celebrity economy.

並列關鍵字

internet celebrity ； adaptiveness ； professionalism ； advertising ； conformity