虛實之間-以使用滿足理論探討虛擬意見領袖追隨者的知覺價值

科技產品發展的技術日新月異，以及社群網路的普及與行動運算與人工智慧技術的提升，虛擬意見領袖已成為行銷人員關注的商機。本研究使用方法目的鏈(Mean-End Chain, MEC)，並採用階梯式訪談法做為深度訪談主要工具，針對40位虛擬意見領袖追隨者進行一對一的深度訪談(分別為20位男性與20位女性)。藉由方法與目的之鏈結架構，逐步導引由低層外部至深層內化、具體顯性到抽象隱性，並依據屬性、結果利益及最終價值之定義，歸納出使用虛擬實境裝置最終目的並繪製出價值階層圖。研究結果發現，追隨者會考量虛擬意見領袖，以風格、社會認同與順應他人為多數人考量之因素；虛擬意見領袖追隨者結果利益，為穿搭、合群與美感；而時尚感、自信感與歸屬感，為虛擬意見領袖追隨者主要所追求的價值。本研究經過解析，並探討管理意涵，提供業界實務上之運用及學界後續研究之參考。

關鍵字

使用滿足理論；虛擬意見領袖；知覺價值；方法目的鏈；內容分析

並列摘要

Under the development of technology products, as well as the popularity of social networks, mobile computing, and artificial intelligence were advanced. Virtual key opinion leaders have become a business opportunity that marketers are focusing on. This study adopted Means-End Chains (MEC), and utilized Laddering as the main tool when conducting in-depth interviews with 40 followers for virtual key opinion leaders (20 man and 20 women). through means and end of the link structure, step one by one guide from the lower deck dominant external concrete to the abstract hidden top-level internal and draw the Hierarchical Value Map (HVM), based on Attributes, Consequences and Values. Consequences and value result and summarize the definition of the value of the ultimate goal of using virtual reality devices and Hierarchical Value Map. Analytical results indicate that attributes of style, social identity and conform to others. The consequences are dressing up, gregariousness and aesthetics from reality. Sense of fashion, belonging and confidence are the main values and purposes that the followers of virtual key opinion leaders pursue. Marketing implications and future research directions were discussed at the end of this study.

並列關鍵字

Uses and Gratifications Theory ； Virtual Key Opinion Leaders ； Perceived Value ； Means-End Chain ； Content Analysis

參考文獻

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