網紅行銷、暢流效果與知覺有用性對消費者購買意願之影響-以Instagram為例

Influencer Marketing, Flow Theory and Effect of Perceived Usefulness on Purchase Intention of Instagram

簡子瑭(Tzu-Tang Chien)

指導教授 ： 卓為智

嶺東科技大學/商管學院/行銷與流通管理系碩土班/碩士(2020年)

摘要

在社群平台及網際網路蓬勃發展下，網路已成為消費者進行購買決策時搜集資訊的最佳管道，近幾年來圖片分享型社群平台盛行，其中Instagram快速成長，除了發小短片及照片分享生活及與朋友通訊外，社群平台行銷更成為了賣家與消費者之間溝通的新橋樑，多數消費者會透過社群平台來了解產品資訊，改變了傳統的行銷手法，促使各企業將重心放在社群平台行銷上。
因網路速度的升級及軟硬體的快速發展，讓人都能隨時隨地拍影片，產生了許多的素人當上了所謂的網紅。而有許多網紅利用Instagram來發布影片及文章進行產品的業配或是分享產品使用心得，當今消費者也越來越傾向於接受網路紅人所推薦的產品，儘管Instagram並非是以購物而生的社群平台，消費者依然願意使用這個購物體驗不佳，且沒有信用擔保的社群平台，甚至是在Instagram上與網紅進行互動，產生實際的購物行為。
本研究以使用Instagram並有追隨網紅經驗的消費者為抽樣對象，探討網紅行銷、暢流效果、知覺有用性與購買意願之關係，採用線上問卷調查法，收回有效問卷260份。研究結果顯示：(1)網路紅人代言的產品會正向影響消費者購買意願 ; (2)暢流效果對於消費者購買意願有顯著且正向的影響 ; (3)知覺有用性對消費者購買意願有顯著地影響。檢驗結果對網紅提出行銷建議及後續研究建議。

關鍵字

網路紅人 ； 知覺有用性 ； 暢流理論 ； Instagram

並列摘要

With the vigorous development of social platforms and the Internet, the Internet has
become the best channel for consumers to gather information when making purchase
decisions. In recent years, photo-sharing social platforms have become popular. Among
them, Instagram has grown rapidly, except for short videos and In addition to sharing photos
of life and communicating with friends, social platform marketing has become a new bridge
between sellers and consumers. Most consumers will learn about product information
through social platforms, which has changed traditional marketing methods and encouraged
companies Focus on social platform marketing.
Due to the upgrade of network speed and the rapid development of software and
hardware, people can shoot videos anytime and anywhere, and many amateurs have become
so-called Internet celebrities. Many Internet celebrities use Instagram to publish videos and
articles for product distribution or to share product usage experience. Today's consumers are
increasingly inclined to accept products recommended by Internet celebrities, even though
Instagram is not for shopping. Consumers are still willing to use this social platform with
poor shopping experience and no credit guarantee, and even interact with influencers on
Instagram to generate actual shopping behavior.
In this study, consumers who use Instagram and have experience in following
influencers were sampled to explore the relationship between influencer marketing, smooth
flow effects, perceived usefulness, and purchase intentions. An online questionnaire survey
method was used to collect 260 valid questionnaires. The results of the research show: (1)
Products endorsed by Internet celebrities will positively affect consumers' purchase
intention; (2) Smooth flow effect has a significant and positive influence on consumers'
purchase intention; (3) Perceived usefulness on consumption Buyers’ purchase intentions
have a significant impact. The test results will provide marketing recommendations and
follow-up research recommendations to the Internet celebrities.

並列關鍵字

Internet celebrity ； perceptual usefulness ； smooth flow theory ； Instagram

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