網路紅人可信度對消費者購買意圖的影響

The Influences of Internet Celebrity Credibility on Consumer Purchase Intentions

洪紹敏(Shao-Min Hong)

指導教授 ： 曾淑美

義守大學/電機資訊學院/資訊管理學系/碩士(2020年)

摘要

串流媒體平台為網路紅人代言開闢了一個嶄新的方式，而網路紅人代言更成為行銷商用來形塑顧客態度和行為的重要品牌傳播策略。因此，許多公司紛紛尋找網路紅人代言其產品品牌。檢視過去有關名人代言的文獻發現，大部分文獻聚焦在探討代言人可信度對目的地品牌愛戀程度之影響。較少文獻探討網路紅人可信度、品牌態度、品牌可信度與購買意圖之間的關係。因此，探討他們之間的關係將是非常有意義的。本研究透過立意抽樣方式將問卷發放給曾因網路紅人代言而購買該產品或服務的顧客。而問卷發放方式係透過網路發放，並回收有效問卷228份。研究結果顯示網路紅人可信度對於顧客的品牌態度、品牌可信度與其購買意圖皆有顯著的正向影響。換言之，網路紅人可信度對於提高顧客的品牌態度、品牌信譽和其購買意圖同樣重要；而顧客的品牌態度與品牌可信度對於其購買意圖亦皆具有顯著的正向影響。最後，本研究提出提升顧客購買意圖的具體建議，以供業者擬定行銷策略之參考。

關鍵字

網路紅人 ； 品牌態度 ； 品牌可信度 ； 購買意圖

並列摘要

Streaming media platform opens new ways for Internet celebrity endorsement. Internet celebrity endorsement is an important brand communication strategy used by marketers to shape customer’ attitudes and behaviors. Therefore, many companies are looking for Internet celebrities to endorse their product brands. After a review of literature on celebrity endorsement, most studies have revolved around the effect of celebrity endorsement on destination brand love. There is a few studies conducted on the relationships among Internet celebrity credibility, brand attitude, brand credibility, purchase intention. Therefore, it should be meaningful to identify these relationships. This study applied purposive sampling to collect data from respondents that they have purchased products or services through Internet celebrity endorsement. The questionnaires were distributed via Internet and 228 valid questionnaires were obtained. The results showed that the Internet celebrity credibility has positive influence on brand attitude, brand credibility, and customers’ purchase intention, respectively. In other words, the credibility of the Internet celebrity is as important in enhancing brand attitude, brand credibility and customers' purchase intention. While the brand attitude and brand credibility both have positive influence on customers’ purchase intention. Finally, the results offer important suggestions for marketers to enhance customers' purchase intention and provides marketing strategies to marketers for future reference.

並列關鍵字

Internet Celebrity ； Brand Attitude ； Brand Credibility ； Purchase Intention

參考文獻

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