探討在名人微博上影響粉絲信任意圖之因素研究

邱鈺婷(Chiu, Yuting)

指導教授 ： 林怡玫

國立中正大學/社會科學院/傳播學系電訊傳播研究所/碩士(2012年)

摘要

在現今Web2.0盛行的時代，像微博這類的新興媒體出現，提供了不少溝通機會，讓粉絲們能和名人進行互動交流，聯絡情感，成為和名人接觸的管道之一。新浪微博中人氣關注前10名多以娛樂明星為主，其中姚晨和小S的粉絲數已突破2000萬人，可見粉絲們常會用名人微博來關注他們喜愛名人的最新動態。
而過去有關粉絲與名人互動的相關研究，多半不是以擬社會互動觀點來看其與品牌間的關係，就是針對虛擬社群中信任建立後對持續購買意願的影響，少有進一步將信任與擬社會互動、社會臨場感等因素作結合來一起討論。因而本研究希望找出影響粉絲與名人間信任關係之因素有哪些，並進一步瞭解在如名人微博這種電腦中介環境中之擬社會互動、社會臨場感與信任間的關係，給予業者行銷實務建議。
本研究透過網路問卷調查法進行，以有使用過微博的使用者為研究對象，共回收427份有效問卷，之後再以階層迴歸分析來探討「信任信念」、「情緒感知」、「擬社會互動」及「社會臨場感」對粉絲與名人間信任意圖的影響。研究結果發現：（1）在「提供資訊」之信任意圖部分，「社會臨場感」為最有影響力的預測指標，其餘像「結構性保證」、「信任傾向」、「感知回覆-期望」也皆能有正向預測力，反倒是「感知回覆-現實」與「提供資訊」間為負向影響；（2）在信任意圖中的「聽從建議」部分，「能力/正直」、「善心」、「結構性保證」、「感知回覆-期望」及「社會臨場感」都能正向的預測粉絲願意聽從名人建議的行為，其中又以社會臨場感的預測力最高；（3）「善心」是「依賴意願」之信任意圖部分的最有效預測指標，另外像「結構性保證」、「熟悉度-間接」、「感知回覆-期望」與「社會臨場感」也都為影響依賴意願的重要因素。整體結果來說，社會臨場感在像微博這類網站中占有很重要的影響力，未來業者在挑選名人代言時，可選擇名人本身常在網路平台上與粉絲有良好互動者來幫忙宣傳，透過名人與粉絲建立起的親密關係，更能讓消費者對產品產生認同，提升行銷效果。

關鍵字

名人微博 ； 信任意圖 ； 擬社會互動 ； 社會臨場感

並列摘要

As Web2.0 is becoming more and more popular, the new media such as Weibo provide a lot of opportunities for fans and celebrities to communicate and interact with. For instance, the top 10 Sina Weibos are mainly about entertainment stars. This shows that fans often use Weibos to follow celebrity news and gossip. The related studies mostly explore the association between the fan-celebrity relationship and one brand based on parasocial-interaction-point of view, and otherwise examine the willingness of continuing purchase after a virtual community is established. What the literature lacks, however, is to comprehensively discuss the relationship among parasocial interaction, social presence, and trust. Therefore, this study hopes to identify what the factors that affect the trust relationship between fans and celebrities, and understand the relationship among parasocial interaction, social presence and trust in such as celebrity Weibos this computer-mediated communication environment, giving industry practical suggestions.
In this study, through internet questionnaires, targeting on the users of Weibo, and the valid questionnaires are total 427. Using hierarchical regression analysis to investigate how the "trusting beliefs"," feelings"," parasocial interaction" and " social presence" influence the trusting intentions between fans and celebrities. The results show that (a) in the trusting intentions of "giving information" section, "social presence" has the strongest influential predictor. Others like "structural assurance", “disposition to trust", and "perceived responsiveness-expect" also have positive predictive power, but "perceived responsiveness-reality" and "giving information" have the negative impact; (b) in "following advice" section of trusting intentions, "ability/integrity", "benevolence", "structural assurance", " perceived responsiveness-expect " and "social presence" can positively predict that fans are willing to follow celebrities’ advices; among them, the highest predictive power is " social presence"; (c) in the trusting intentions of "willingness to depend" section, " benevolence " is the most influential predictor. Others like "structural assurance", "familiarity-indirect", "perceived responsiveness -expect" and "social presence" are also important factors of "willingness to depend". The overall results show the "social presence" plays a very important role in Weibo. In the future when enterprise choosing endorsement, a celebrity with fine interaction with fans on network platform would be the best choice and can also enhance propaganda purpose. Through the close relationship between celebrities and fans, it will made consumers a greater recognition on the product and enhance advertising effectiveness.

並列關鍵字

celebrity Weibos ； trusting intentions ； parasocial interaction ； social presence

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