科技部專題研究計畫主持人
MOST 108-2410-H-415-032 -SSS
從來源吸引性、內容滿足觀點探討粉絲對網紅旅遊YouTuber擬社會互動和行為反應
Fans\' Parasocial Interaction and Behavioral Responses toward Travel YouTuber Celebrities: Perspectives of Source Attractiveness and Uses and Gratification Theory
科技部
Ministry of Science and Technology
國立嘉義大學行銷與觀光管理系
Department of Tourism and Leisure Management National Chiayi University
劉瓊如
Chyong-Ru Liu
國立嘉義大學行銷與觀光管理系
Department of Tourism and Leisure Management National Chiayi University
劉瓊如
教授
0932708713
crliu@mail.ncyu.edu.tw
計畫執行期間起:2019-08-01
計畫執行期間迄:2020-07-31
2020-01-01
2020-05-31
以目前訂閱人數超過10萬人數的前8個網紅旅遊youtuber依序為:蔡阿嘎、劉沛、滴妹、這群人展榮展瑞、壹加壹、我是老爸我不要當爸、欸你這週要幹嘛及旅行YJ。問卷一開始即會先詢問受訪者是否具有前揭youtuber訂閱粉絲之一,答案若為有,調查方能繼續。本研究於PTT及Decard網站進行問卷調查。
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007
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來源吸引性、內容滿足理論、擬社會互動、購買意願、資訊傳遞行為
Source Attractiveness Theory, Uses and Gratification Theory, Parasocial Interaction, Purchase Intention, Information Pass-along.
目前旅遊相關企業面臨的重要挑戰是如何強化粉絲對網紅旅遊YouTuber擬社會互動的並提高粉絲的行為反應。過去的研究鮮少從吸引力、使用滿足等觀點探討粉絲對網紅旅遊YouTuber擬社會互動和行為反應。本研究以目前在台灣訂閱人數超過10萬人數的前8個網紅旅遊YouTuber之訂閱粉絲為研究對象,獲致600份有效問卷,並以結構方程模式進行檢定。研究結果發現:粉絲對網紅旅遊YouTuber的來源吸引力較使用滿足對擬社會互動具有更強的正向影響。擬社會互動對提升粉絲的購買意願、資訊傳遞行為也有正向的影響,擬社會互動也完全扮演整個模式的中介角色。最後依據研究結果提出網紅旅遊YouTuber的行銷管理意涵與建議。
The two most prominent challenges that travel services firms face are: strengthening fans\' online parasocial interaction and enhancing agentic responses toward travel YouTuber celebrities. In the past, relatively little research has explored mechanisms for strengthening fans\' parasocial communication and behavioral responses from the perspective of source attractiveness and uses and gratification theory. This study specifically targets the top eight travel YouTuber celebrities (fan numbers exceeding 100,000 subscribers in Taiwan), surveying 600 validated responses, and conducting structural equation modeling to test the proposed model. The results found that source attractiveness theory has a more substantial direct effect on fans\' parasocial interaction than uses and gratification theory. Moreover, the mediating role of parasocial interaction significantly enhances purchase intention and information pass-along behaviors. Finally, marketing managerial implications and suggestions for future studies are also discussed.
否,無直接識別資料
除檢查有無可識別個人身份資料外,另檢查個案編號是否重複、變項及選項數值說明是否與問卷一致或未被定義,發現前述狀況時,將於確認後協助修改。
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