- 學位論文
探討網紅代言對線上產品銷售之影響─以A洗髮精品牌為例
Investigating the Impact of Micro-celebrity Endorsements on Online Product Sales- Taking A Hair-Care Brand as an Example
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摘要
隨著時代進步，多數企業由傳統的行銷方式，逐漸數位轉型至網路行銷，其中，網紅代言就是其中一種新型態的行銷方式。網紅擁有一定的知名度、可靠性、專業及吸引力等特質，其在社群平台上所發佈開箱文、體驗分享文、心情日誌等等，極可能被迅速傳遞於網路世界，使得產品瞬間爆紅，不但引發旋風式的討論風潮，甚至隨之造成一窩蜂的購買現象。有鑑於此，企業也熱衷於運用網紅代言來促進產品銷售，但究竟哪些網紅代言特徵會有利於產品銷售?目前相關研究正方興未艾，本研究取得A洗髮精品牌的線上產品銷售資料庫數據，運用逐步迴歸分析來驗證網紅代言特徵是否對產品銷售有提升影響。研究成果發現，網紅的追蹤人數愈多，會為其所代言的產品帶來更好的銷售；相較於目標受眾為美妝類，網紅本身的目標受眾若為親子類，其所代言的產品也會有更佳的銷售。本研究之分析模型與分析結果可以做為實務業者管理網紅行銷方案的參考。
並列摘要
With the advancement of the times, most companies have gradually transformed from traditional marketing methods to online marketing, among which, online celebrity endorsement is one of the new types of marketing methods. Internet celebrities have certain characteristics such as popularity, reliability, professionalism and attractiveness. The unboxing articles, experience sharing articles, mood logs, etc. published on the social platform are very likely to be quickly transmitted to the online world, making the product The instant popularity not only triggered a whirlwind of discussion, but also caused a rush of purchases. Based on this, companies are also keen to use Internet celebrity endorsements to promote product sales, but which characteristics of Internet celebrity endorsements will be beneficial to product sales? At present, relevant research is in the ascendant. This study obtained the data of the online product sales database of A shampoo brand , using stepwise regression analysis to verify whether the Internet celebrity endorsement features have an effect on product sales. The research results found that the more followers of Internet celebrities, the better sales of the products they endorsed; compared with the target audience of beauty makeup, if the target audience of Internet celebrities themselves is parent-child, the endorsement of the products will be better. products will also have better sales. The analysis model and analysis results of this study can be used as a reference for practitioners to manage online celebrity marketing programs.
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