- 學位論文
網紅認可對客戶購買意向的影響
Influencer endorsement effect on customer purchasing intention
摘要
本研究旨在分析網紅認可度對印度尼西亞客戶購買意向的影響，特別關注於網紅的可信度和吸引力的作用。發展了一個概念框架，包括三個關鍵變量：網紅認可、網紅可信度和網紅吸引力。 該研究制定並檢驗了五個假設，以探索這些變量之間的關係。 通過結構化問卷從 303 名受訪者那裡收集數據，並使用 Pearson 相關性和有序邏輯回歸測試進行分析。 結果顯示，網紅背書、網紅可信度和網紅吸引力均對客戶購買意願產生顯著正向影響，p 值 < 0.01。 特別是，與有影響力的人認可相比，有影響力的人的可信度和吸引力被發現具有更強的影響力。研究強調了仔細選擇可信和有吸引力的網紅的重要性，使他們與目標受眾保持一致，並考慮所認可的特定產品或服務。 這些發現有助於理解網紅營銷，並為營銷人員提供有價值的見解，旨在利用網紅的認可來增強客戶的購買意願並推動印度尼西亞市場的銷售
並列摘要
This study aims to investigate the effect of influencer endorsement on customer purchasing intention in Indonesia, with a distinct focus on the role of influencer credibility and attractiveness. Data was collected from 303 respondents through a structured questionnaire and analyzed using Pearson’s correlation and ordinal logistic regression tests. The results revealed that influencer endorsement, influencer credibility, and influencer attractiveness all have a significant positive impact on customer purchasing intention with p value< 0.01. Particularly, influencer credibility and attractiveness were found to exert a stronger influence compared to influencer endorsement. The study emphasizes the importance of carefully selecting credible and attractive influencers, aligning them with the target audience, and considering the specific product or service being endorsed. These findings contribute to the understanding of influencer marketing and provide valuable insights for marketers aiming to leverage influencer endorsements to enhance customer purchasing intention and drive sales in the Indonesian market.