探討網紅粉絲的購物行為意圖研究

近年隨著YouTube、Instagram 、Facebook和微博等社群網站蓬勃發展，網路紅人透過直播及廣告代言發展出新興的商業模式，由於青少年是網紅粉絲主要族群，而青少年的心智尚未成熟，容易受到家人、同學及朋友影響，且心理反應容易以衝動性的行動來表現，因此本研究主要以高中職生為例，探討不同迷信及迷思程度的人，關注網紅粉絲頁或直播後，會產生哪些影響性的行為。本研究應用計畫行為理論架構，將偽科學（迷信）、迷思（自我迷思及英雄迷思）加入TPB 模型中，透過結構方程式分析(Structural Equation Model)方法，來探討網紅粉絲的偽科學與迷思程度，對於其知覺行為難控制、主觀規範、衝動性購買態度及未來行為意圖之相關性。本研究回收有效問卷共計353份，並進行驗證性因素分析和結構方程式分析。研究結果顯示，偽科學與兩種迷思（即英雄迷思和自我迷思）呈現顯著相關。自我迷思與主觀規範、知覺行為難控制呈現顯著相關;英雄迷思與主觀規範、知覺行為難控制呈現顯著相關。主觀規範對衝動性購買行為之態度沒有顯著相關，但知覺行為難控制對衝動性購買之態度有顯著相關。然而，衝動購買行為之態度對行為意圖成呈現顯著相關。

關鍵字

計畫行為理論；網路紅人；結構方程式

並列摘要

The recent years, a social networking sites such as YouTube, Instagram, Facebook and Weibo have developed rapidly, Internet celebrities have developed emerging business models through live broadcasts and advertising endorsements. Because adolescents are the main ethnic group of Internet celebrity fans, and the mentality of young people are immature, their ideas are easily influenced by family, classmates and friends, and psychological reactions are easily expressed by impulsive actions. Therefore, this study mainly takes high school students as an example to explore the different pseudo-science and myths of people, and what are the influential behaviors after they watch the live video and pages feed of Internet celebrity. In this study aims to apply the Theory of Planed Behavior (TPB) to add pseudo-science and myths to the TPB model. Through the Structural Equation Model method, to explore the level of pseudo-science and myths of Internet celebrity fans, correlation with perceived behavioral control hardly, subjective norms, impulsive buying attitude and future behavioral intention. Data of 353 were useful returned and subjected to confirmatory factor analysis with Structural Equation Model. The study results indicated that the pseudo-science was positively related to two type of myth (i.e., hero myth and ego myth). Ego myth was positively related to subjective norm and perceived behavioral control hardly; Hero myth was psotively related to subjective norm and perceived behavioral control hardly. Subjective norm was not significantly realted to impulsive buying behavior, but perceived behavioral control hardly was positively related to impulsive buying behavior. However, impulsive buying behavior was positively related to behavioral intention.