擬社會互動對消費者之品牌認同與黏著度之影響

The Impact of Parasocial Interaction on Consumer's Brand Identity and Stickiness

曾紀幸(Tseng, Chi-Hsing) ； 尤松文(Yu, Sung-Wen) ； 吳芊築(Wu, Cian-Jhu)

《屏東大學學報-管理類》 2期 (2019/12) Pp. 19-46

摘要

2016年是網紅元年，網紅也成為熱門的行業，透過網紅與粉絲互動可讓觀看者產生猶如朋友之感覺，從而提高粉絲對網紅之黏著度並成功將粉絲觀看數、訂閱數等變現。網紅更進一步可藉由經營個人品牌增加其經濟收益，目前是高度競爭之網紅前景最受重視議題。本研究以消費者與品牌關係的觀點，探討擬社會互動於網紅與觀看者間之關係，及品牌認同是否影響網路紅人之黏著度；此外，本研究也探討其關係之路徑，檢測消費者對網紅之擬社會互動是否對黏著度產生影響、及品牌認同是否具中介效果。本研究採便利抽樣，以關注YouTube網路紅人的觀看者作為研究對象，受測者針對平台上網紅的認知回答問卷，以AMOS及SPSS進行整體分析。研究發現擬社會互動影響黏著度，且品牌認同具中介效果。研究結果具有理論的創新，導入擬社會互動的新應用，實務面則洞見行銷者策略背後之關鍵意涵。

關鍵字

消費者－品牌關係 ； 擬社會互動 ； 品牌認同 ； 黏著度

並列摘要

Year 2016 is regarded as the first year of the Internet Celebrity Year, and it still attracts a lot of attention. Become a profession everyone wants to be. Through the interaction with fans, it may make viewers feel like friends, thus increasing the stickiness of fans to Internet Celebrity. Successfully realizing the number of fans, the number of subscriptions, etc., by increasing the economic benefits of operating personal brands, it is also the most highly regarded topic of highly competitive prospects. This study explores the relationship between parasocial interaction and online viewers in terms of consumer-brand relationship, and whether brand identity affects the stickiness of Internet Celebrity. The purpose of this study is to verify whether there is a path of relationship and to summarize the research. Objective to explore whether consumer's proposed parasocial interaction with Internet Celebrity has an impact on stickiness. Whether brand identity plays a mediator role. This study took a convenient sampling to focus on the viewers of the YouTube Internet Celebrity as the research subject, and the subjects were asked to use the platform Internet Celebrity to answer and the overall model analysis was carried out by AMOS and SPSS. The study found that the proposed parasocial interaction affects the stickiness. and the brand identity plays a mediator role. The results of this research, create a new application in the field of theory, and the practical aspect is to understand the key implications behind the marketing strategy.

並列關鍵字

Consumer-Brand Relationships ； Parasocial Interaction ； Brand Identity ； Stickiness