網路名人形象對廣告效果之影響-以知覺價值為中介變項

The Effect of Internet Celebrity Image on Advertising Effectiveness: Perceived Value as a Mediator

柯沛均(Pei-Chun Ko)

指導教授 ： 楊立人

共同指導教授 ： 李雅婷(Ya-Ting Lee)

淡江大學/商管學院/企業管理學系碩士班/碩士(2021年)

https://doi.org/10.6846/TKU.2021.00530

摘要

在社群網路蓬勃發展之下，網路名人被不少企業或是廣告主當作傳播商品的媒介，尤其現今人們無時無刻與網路緊密相連，當使用社群軟體，時不時會出現網路名人撰寫之業務配合文章，也稱呼之葉配文，有些消費者會透過朋友推薦、網路上評比甚至是網路名人業配文獲得產品資訊，潛移默化的網路名人成為了廣告商或是企業主爭相合作之對象。在過去之研究有提出網路名人或是廣告品牌代言人形象與購買行為之關係、網路名人與知覺價值之干擾效果等等論點，但鮮少將網路名人形象、知覺價值與廣告效果相互連結進行研究。因此，本研究欲探究網路名人形象與廣告效果之間的關係，並且加入知覺價值來探討之間的中介效果。
本研究採用SPSS統計軟體作為分析工具，並以便利抽樣之方式收集學生與服務業為樣本，分別以因素分析、信度分析、相關性分析、迴歸分析與階層迴歸分析等方式來進行實證分析，驗證本研究提出之各項假設。問卷發放時間為2021年03月05日至2021年03月29日，以網路問卷方式總共回收254份有效問卷，進行分析後，研究的結果如下：
1.網路名人形象對知覺價值有顯著正向之影響。
2.知覺價值對廣告效果有顯著正向之影響。
3.網路名人形象對廣告效果有顯著正向之影響。
4.知覺價值在網路名人形象與廣告效果之間具有中介效果。

關鍵字

網路名人形象 ； 知覺價值 ； 廣告效果

並列摘要

With the fast development of social networking, internet celebrity has been a medium of advertising. Especially, we have an inseparable relationship with internet. When using social media, we see advertorials which written by internet celebrity from time to time. Some consumers read product information by recommend or appraisal on net even adver-torials which written by internet celebrity. Internet celebrities become the people who coop-erated with advertisers or proprietors by osmosis. In addition, most of the literature was discussing the relationship between internet celebrity image and purchasing behavior or the interference effect between internet celebrity and perceived value etc. Therefore, this study focuses on the relationship between internet celebrity image and advertising effectiveness, and the influences of perceived value as a mediator between internet celebrity image and advertising effectiveness.
This study was used SPSS statistical software to analyze data. This sample were col-lected from student and service industry in Taiwan. Factor analysis, reliability analysis, hi-erarchical regression analysis and other methods were applied to verify the hypotheses pro-posed in this study. The sample were collected from March 5, 2021 to March 29, 2021. 254 valid questionnaires were examined. The main consequences of this thesis are as follows:

1.The effect of internet celebrity image has a positive influence on perceived value.
2.Perceived value has a positive influence on advertising effectiveness.
3.The effect of internet celebrity image has a positive influence on advertising effective-ness.
4.Perceived value has mediating effect on the　relationship between the internet celebrity and　advertising effectiveness.

並列關鍵字

The Effect of Internet Celebrity Image ； Perceived Value ； Advertising Effectiveness

參考文獻

中文文獻

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