- 學位論文
網紅特質、資訊表達方式與懷疑主義影響商品購買意圖之研究-以流行服飾為例
The Effects of the Social Media Influencer’s Characteristics, Post Type and Skepticism on Instagram Follower’s Purchase Intention- A Case of the Korean Female Apparel IG
摘要
隨著社群媒體的發展，網紅人數逐年劇增，品牌藉由網紅影響力展示產品，吸引大量追隨者的關注，商品要如何結合網紅特質，以帶動消費者的購買意圖，乃是網紅行銷策略中相當關鍵的議題。而Instagram用戶經常為了做出更好的購物選擇，會在閱讀貼文時尋找可信賴的內容，因此網紅呈現相關商品的資訊表達方式，是否會干擾網紅對追隨者購買意圖的影響，亦是本研究希望探討的重要議題。在網紅業配、代言氾濫之下，消費者普遍具有懷疑心態，過去的研究經常探討不同類型網紅在社群平台影響追隨者的態度，較少研究針對追隨者本身的懷疑心態所造成的影響。因此，本研究針對Instagram網紅的追隨者在瀏覽網路商品時，是否會受「網紅特質」而影響其「購買意圖」，以及網紅的「資訊表達方式」、追隨者自身的「懷疑主義」傾向是否會干擾前述影響關係進行探討。此外，不同性別的Instagram網紅追隨者在瀏覽網路商品時，前述影響關係是否有所不同，本研究亦做進一步分析、比較。 本研究透過實地實驗，以4（專業性、可信度、吸引力、擬社會關係）x2（敘事型貼文、非敘事型貼文）的實驗設計，了解實驗受測者實際在Instagram瀏覽商品後，對網紅的評價與購買的意願。研究結果發現：（一）網紅特質之專業性、可信度、吸引力、擬社會關係皆會對「購買意圖」產生顯著影響；（二）網紅的「資訊表達方式」會干擾網紅「專業性」對「購買意圖」的影響；（三）追隨者的「懷疑主義」對於網紅特質在「購買意圖」的影響上則未見有干擾效果；（四）在女性方面：網紅特質皆會對「購買意圖」產生顯著影響，「資訊表達方式」、「懷疑主義」對於網紅特質在「購買意圖」的影響上則未見有干擾效果；在男性方面：網紅特質之專業性、可信度、擬社會關係會對「購買意圖」產生顯著影響，「資訊表達方式」會干擾網紅「專業性」、「擬社會關係」對「購買意圖」的影響，「懷疑主義」對於網紅特質在「購買意圖」的影響上則未見有干擾效果。
並列摘要
With the development of social media, the number of social media influencers has increased sharply year by year. Brands collaborate with social media influencers to attract significant followers’ attention. Combining social media influencer characteristics with appropriate post types to drive consumers’ purchase intentions is a key issue in Internet celebrity marketing. And Instagram users often look for trustworthy content when they are reading posts in order to make better shopping motives. Therefore, this study also focuses on whether IG followers’ purchase intention will be affected by the influencer’s post type. Under the flood of influencer advertorial and endorsements, consumers generally have skepticism tendencies. Most of the previous research on different characteristics of influencers on social media, and less on followers’ skepticism tendencies. Accordingly, this study focuses on whether IG followers’ purchase intention will be affected by the influencer’s characteristics, post type, and followers’ skepticism tendencies. This study adopts a field experiment method with better external validity and uses a 4（professionalism、credibility、attractiveness、parasocial relationship）x2（storytelling post、informational post） between-subjects design experiment method. The results are as follows. First, professionalism, credibility, attractiveness, and parasocial relationship of influencers all have a significant impact on the follower’s purchase intent. Second, post type will interfere with the effect of influencer’s professionalism on the follower’s purchase intent; Finally, followers’ skepticism has no interference with the effect of influencer’s characteristics on the follower’s purchase intention.