第一或第三人稱視角：業配文圖片視角對於消費者產品態度與購買意願之影響

First- or Third-Person Perspective: The Influence of Picture Perspective of Sponsored Posts on Consumers' Product Attitude and Purchase Intention

周軒逸(Hsuan-Yi Chou) ； 廖冠聿(Kuan-Yu Liao)

《資訊管理學報》 28卷3期 (2021/07) Pp. 247-280

摘要

網紅經濟正夯，企業紛與網紅合作欲提高產品知名度，移轉網紅相關的意義與情感至產品，又使用者貼文習慣從文字導向轉成圖像，過去鮮少探討業配文中的圖片效果，忽略網紅分享的圖片可採用不同視角。本研究兩個實驗結果發現：相較於單純產品圖片，第一人稱視角圖片經由心理模擬，第三人稱視角圖片透過模仿機制，產生較佳的產品態度、購買意願；當消費者的自我－品牌關聯度為低、業配產品為象徵型或低涉入時，用第一人稱視角圖片效果較佳；而當產品為功能型或高涉入時，應用第三人稱視角圖片；而對高自我－品牌關聯度的消費者與享樂型產品，兩種視角效果相當。研究結果擴增圖片視角於行銷領域之應用，並提供業者與網紅在選擇圖片搭配品牌產品之參考。

關鍵字

網紅 ； 業配文 ； 圖片視角 ； 心理模擬 ； 模仿

並列摘要

Purpose - The Internet celebrity economy is currently booming. Many companies collaborate with Internet celebrities to enhance product awareness and transfer meaning and affection from the celebrities onto their products. Although users' social media posting habits have changed from text- to image-oriented, prior research on Internet celebrity and sponsored posts has seldom addressed the effect of the picture in a sponsored post, neglecting the fact that the pictures Internet celebrities share are photographed from different visual perspectives. This study explores how the picture's visual perspective influences consumers' product attitudes and purchase intentions through the mechanisms of mental stimulation and imitation mindset. It also examines the moderation of consumers' self-brand connection (SBC), product types, and product involvement on the visual perspectives' effects. Design/methodology/approach - Participants aged 18-24 were recruited and two experiments were conducted to test five hypotheses. Findings - Pictures with the first- or third-person perspective resulted in better product attitudes and purchase intentions than those with only the product image-mental stimulation mediated the first-person perspective's greater effect on attitudinal responses, while imitation mindset mediated the third-person perspective's greater effect. When consumers had low SBC, or when the product in the picture was symbolic or had low involvement, the first-person perspective picture gave better effects. However, the third-person perspective was observed to be more effective for functional and high-involvement products. Furthermore, the two visual perspectives showed similar effects for high SBC consumers and hedonic products. Research limitations/implications - This study used only Instagram as the experimental platform. There are numerous social media platforms nowadays, and the effects of user-generated brand content may vary from platform to platform; therefore, future research should test the effects of the picture's visual perspectives on different platforms to increase the generalizability of the findings. Additionally, it should also clarify whether the picture's visual perspective effect extends to the sponsored video posts by Internet celebrities. Practical implications - The findings offer a practical reference for vendors and Internet celebrities to take pictures with a suitable visual perspective according to the brand and product for sponsored posts. Internet celebrities can also make good use of the two psychological mechanisms (i.e., mental stimulation and imitation mindset) demonstrated in this study to try to improve the impact of sponsored posts. Originality/value - This study expands the research scope of Internet celebrity content sponsorship, contributes to influencer marketing by analyzing the effects of the picture's visual perspectives, and clarifies the functional mechanisms and boundaries of first-person and third-person perspectives. As mental stimulation and imitation mindset are rarely used to explain social media influencer marketing's effects, this study has groundbreaking significance, helpful for theory building. Since the first-person and third-person perspectives exert their respective effects via mental stimulation and imitation mindset, factors promoting or inhibiting these two mechanisms might moderate the relative effects of first-person versus third-person perspective. Thus, this study provides valuable insights for elaborating on possible moderators.

並列關鍵字

Internet celebrity ； sponsored post ； picture perspective ； mental stimulation ； imitation

參考文獻

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