品牌、網路名人、消費者之間的一致性對產品購買意願影響之研究

An investigation into the Impact of Congruence among Brands, Internet Celebrities and Consumers on Product Purchase Intention

施詠心(Yung-Hsin Shih)

指導教授 ： 黃恆獎

國立臺灣大學/管理學院/國際企業學研究所/碩士(2020年)

https://doi.org/10.6342/NTU202001719

摘要

隨著網路興盛，便利的搜尋資訊渠道改變了消費者原有的購買決策，愈來愈多消費者在購買產品之前，會先透過網路搜尋其他使用者的使用心得，以確認其購買決策，因此許多廠商明白網路行銷的重要，投入諸多心力於影響力行銷上，希望藉由網路名人撰寫的業配文達到宣傳效果。
過往研究多半只單一研究消費者與品牌的一致性產生的業配效果、網路名人與品牌的配適度產生的業配效果、消費者與網路名人的擬社會人際互動產生的業配效果，甚少一併探討消費者、品牌、網路名人三者之間的關係產生的業配效果。因此，本研究希望透過平衡理論並以實證量化的方式，探討消費者、品牌、網路名人相互之關係，是否會影響消費者對網路名人業配內容之信任，進而影響消費者對品牌的態度與購買意願，並將消費者易受人影響的程度作為干擾變數。
本研究以觀看過3C或科技型YouTuber業配影片的消費者為研究對象，樣本收集方法採網路問卷之形式，共回收了299份有效問卷，並以SPSS與LISREL為研究分析工具，藉以分析消費者、品牌、網路名人與業配內容之信任、品牌態度、購買意願之連結關係。
研究分析結果發現：(1)業配內容的信任受到消費者與品牌的一致性、網路名人與品牌的配適度、消費者與網路名人的擬社會人際互動之正向影響。(2)消費者易受人影響的程度並不會干擾消費者、品牌、網路名人之間的一致性對業配內容信任的關係。(3)消費者對業配內容的信任會正向影響品牌態度、品牌態度也會正向影響購買意願。

關鍵字

影響力行銷 ； 網路名人 ； 平衡理論 ； 個性一致性 ； 配適度 ； 配適性假說 ； 擬社會人際互動

並列摘要

With the development of the Internet, consumers’ purchase decisions have been changed by the convenient web search engine. More and more consumers will search for other users’ experiences on the Internet first before purchasing products to finalize their purchase decisions. Therefore, many enterprises began to understand the importance of internet marketing and put a lot of effort to influence marketing to achieve the marketing effect through internet celebrities’ sponsored posts or videos.
In the past, most studies have only separately studied the marketing effect produced by the congruence between consumers and brands, the marketing effect produced by the fit between internet celebrities and brands, and the marketing effect produced by the parasocial interaction between consumers and the internet celebrities. They rarely discuss the marketing effect produced by the relationship between consumers, brands, and internet celebrities.
Therefore, this master thesis wants to examine the relationship between consumers, brands, and internet celebrities through balance theory and empirical quantitative study, to determine whether these relationships will affect consumers' trust in the content of internet celebrities’ sponsored videos, and thus affect consumers' brand attitude and purchase intention, and consumer susceptibility to interpersonal influence is regarded as moderator.
In this study, our subject is consumers who have watched technology-based YouTuber’s sponsored videos. The method for collecting samples is an online questionnaire. There are a total of 299 valid questionnaires. SPSS and LISREL are used as analysis tools to test the relationship between consumers, brands, internet celebrities, and the trust of the content of internet celebrities’ sponsored videos, consumers’ brand attitude, and purchase intention.
The results of the research found that: (1) Consumers’ trust of the content of internet celebrities’ sponsored videos are positively affected by the congruence between consumers and brands, the fit between internet celebrities and brands, and the parasocial interaction between consumers and internet celebrities. (2) The degree of consumer susceptibility to interpersonal influence does not moderate the congruence, fit, and parasocial interaction among consumers, brands, and internet celebrities. (3) The trust of the content of internet celebrities’ sponsored videos positively affect consumers’ brand attitudes, and brand attitudes also positively affect purchase intention.

並列關鍵字

Influencer marketing ； Internet Celebrity ； Balance theory ； Congruence ； Fit ； Match-up hypothesis ； Parasocial interaction

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