以科技接受模式探討使用態度對顧客價值之影響-以網紅經濟為例

網際網路邁入Web 3.0的時代，網路名人的影響力正在迅速擴大，Web 3.0使顧客成為社交媒體資訊內容的接收者和提供者，隨著網際網路技術的高速發展，全球的網路使用流量急劇增加，各種網路媒體平臺興起逐漸取代傳統媒體在大眾生活中的作用。因此本研究的目的為網紅經濟的行銷價值之探索性分析、探討網紅經濟行銷策略與顧客價值之間的影響、以及了解科技接受模式之各面向及其顧客價值的關係等三項。本研究採用量化研究之問卷調查法收集，研究發現伴隨著網紅經濟的爆發，加上直播行業和技術的快速發展，網際網路新經濟模式呈現了多元化發展的形態，網紅需要依靠社群網路平臺的傳播來輸出有價值的內容以獲得粉絲流量進而增加顧客價值。同時，直播主還需要豐富的內容才能滿足觀看用戶的需求。另一方面，研究亦發現，網紅的信任因子是影響偶像崇拜和內容可信度的重要因素。在消費者知識的減弱之後，很明顯的，消費者在意識到網紅的廣告說服意圖後，會降低偶像崇拜的程度和內容的可信度。

關鍵字

網紅經濟；網紅行銷；顧客價值

並列摘要

Web 3.0 enables the masses to become the recipients and providers of information content for social media. The influence of internet celebrity is rapidly expanding.With the development of Internet technology, Internet users has increased dramatically,and various online media platforms have emerged and gradually replaced the role of traditional media in public life. Therefore, the purpose of this study is to explore the analysis of the marketing value of the celebrity economy, explore the impact between the marketing strategy of the celebrity economy and customer value, and understand the relationship between each aspect of the technology acceptance model and its customer value. In this study, We find, along with the outbreak of the Internet celebrity economy, and the rapid expansion of the live broadcast industry and technology,the new Internet economy has shown a diversified development pattern. Internet celebrities need to rely on the spread of social networks to output valuable contents to obtain fan traffic. At the same time, live broadcast also needs a rich form to meet the needs of viewing users. On the other hand，we find the trust factor of internet celebrity is an important factor affecting idolatry and content credibility. After the moderating of consumer knowledge, it is obvious that consumers will reduce the level of idolatry and content credibility after realizing internet celebrities' advertising persuasion intention.