科技部專題研究計畫主持人
MOST 109-2410-H-242-002-SSS
台灣網紅粉絲持續追蹤與再購買行為因素之定量實證研究:公平理論與來源-吸引力模型觀點
A Quantitative Empirical Study on the Factors Influencing Continuous Following and Repurchase Behavior of Taiwanese Fans: From the Perspectives of Justice Theory and Source-attractiveness Model
科技部
Ministry of Science and Technology
輔英科技大學健康事業管理系
Fooyin University, Health Business Administration Department
黃傑康
KIT HONG WONG
輔英科技大學健康事業管理系
Fooyin University, Health Business Administration Department
黃傑康
助理教授
077811151#5620
vinwongkh@gmail.com
計畫執行期間起:2020-08-01
計畫執行期間迄:2021-07-31
2021-03-01
2021-05-31
有追蹤網紅經驗之社群媒體使用者
1
007
01
網紅特徵、正義理論、來源吸引模型、可信度認知、持續追蹤、再購買行為
Internet celebrity characteristics, justice theory, sourceattractive model, credibility cognition, continuous following, repurchase behavior
網紅經濟的崛起,為商家提供了推廣新產品、塑造品牌形象的新通路。 然而,商家在徵詢網紅進行商品代言時,需要考量哪些重要的因素為商家和研究人員關注之議題之一。過去這類相關議題的研究也較少針對網紅特質進行討論。因此,本研究試圖採用正義理論(分配正義、程序正義和互動正義)和來源吸引模型(相似性、魅力性和熟悉性)作為網紅的特性,以檢驗這些特性是否對網紅來源的知覺可信度,包括專業性與可信賴性有影響,進而產生類社會關係,以及最終提升持續追中與再購買行為。此研究為定量設計,透過網路問卷方式調查目前有追蹤網紅經驗之網路媒體使用者。總共回收了982份有效問卷,並採用偏最小平方法(SmartPLS)進行資料分析。結果顯示,因此,分配、程序與互動正義對可信賴性具顯著影響,但只有程序與互動正義對專業性具顯著影響。相似性和魅力性對專業性與可信賴性皆具顯著影響,但熟悉度對專業性與可信賴性無影響。此外,專業性與可信賴性皆對類社會關係具顯著影響,專業性和類社會關係對持續追蹤具影響,而可信賴性、類社會關係和持續追蹤對再購買行為皆具顯著影響。本研究結果建議,第一,網紅不僅需要在網絡直播節目中清晰且透明地傳達所有資訊,而且在與粉絲互動的過程中亦須保持禮貌、正直和誠實的態度。其次,網紅亦應該保持良好的個性和形象,包括內在形象和外貌形象,這可使他們在粉絲心中建立一種專業和值得信賴的形象。最終,提升與粉絲之間的類社會關係,並產生續的追蹤和再購買行為。
The increasing growth of the internet celebrity economy has created a channel for merchants to promote new products and build brand image. However, the essential factors that merchants need to consider when looking for internet celebrities to conduct product endorsements have caught the attention of both businessmen and researchers. In the past, few pieces of research have anchored on the related topics of internet celebrity. Therefore, this study attempts to apply the justice theory (distribution justice, procedural justice, and interactive justice) and the Source-Attractive Model (similarity, likability, and familiarity) as the characteristics of internet celebrities to examine whether they affect fans\' perceived source credibility of internet celebrity (expertise and trustworthiness), further generating the para-social relationship and ultimately leads to continuous following and repurchase behavior. This was quantitative research, which collected data by using an online questionnaire from the online users who have been following an internet celebrity. 982 valid questionnaires were collected, and SmartPLS2.0 was used for the data analysis. As a result, distributive, procedural, and interactive justice have significant effects on trustworthiness, however, only procedural and interactive justice have significant effects on expertise. Both similarity and likability have significant effects on expertise and trustworthiness, but familiarity has no effects on both expertise and trustworthiness. Moreover, both expertise and trustworthiness have effects on the para-social relationships, expertise and para-social relationship have effects on the continuous following, as well as trustworthiness, para-social relationship, and continuous following have significant effects on repurchase behavior. The results suggest, first, the internet celebrity should not only present all information clearly and transparently in the webcasting shows, but also must maintain politeness, integrity, and honest when interacting with the follower. Second, the internet celebrity should also maintain a good personality and impression to the public, including intrinsic, and appearance image, which leading expertise and trustworthiness image to them. Ultimately, developing a para-social relationship with the follower, which leads to continuous following and repurchase behavior.
否,無直接識別資料
僅就有無可識別個人身份資料進行檢查及處理,不對變項名稱、變項及選項數值說明與問卷是否一致或有定義進行核對或修改。
追蹤清單
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