臺灣博碩士論文加值系統

隨著網路發展逐漸蓬勃，如今的社群平台已然成為現代人的生活娛樂，人們可以透過 社群平台與好友互動，甚至透過社群平台認識商品或購買商品。從過去認識商品的方式是 由電視明星廣告代言，到現在藉由網紅代言、分享商品，不管是廣告模式、播放平台等等， 都有著不同的營運模式。然而，對於「網紅行銷」這種新型態的行銷模式，如今已有相當 程度的發展，多數人對於此種行銷模式也習以為常。因此，本研究想更深入的探討，在網 紅行銷中，網紅類型、特質、內容以及商品類型中哪些關聯組合，有較佳的代言效果。
本研究以曾經觀看過網紅代言影片或貼文作為觀察對象，並使用創市際市場研究顧問 公司之 iX:PANEL 進行問卷的發放以及數據的收集，針對填答者之樣本資料進行敘述性統 計分析、信效度分析以及多元尺度分析。本研究利用多元尺度分析法(MDS)探索網紅特質、 網紅創造內容以及網紅影響力在不同的商品類型、網紅類型之下，所形成不同的行銷關聯 組合。研究結果發現在搜尋品、體驗品及信賴品的知覺圖中，網紅特質的知覺以及導購成 效的知覺皆在不同的群體中，由此可知，本研究中網紅的特質大多不會直接影響到導購的 成效。然而，研究發現 40 歲以上的觀眾比其他年齡層觀眾更具有購買行動力，其中小吳 代言的搜尋品及 Joeman 代言的體驗品以男性觀眾的消費力較強，而女性觀眾則在 Joeman 代言的信賴品中有較高的購買意願。根據本研究之分析結果，有助於未來網紅行銷領域的 學者進行學術研究並且提供行銷人員實際的行銷手法。

With the rapid development of the Internet, social platforms have become modern people’s life entertainment, and they can even purchase products through social platforms. Therefore, this study has a more in-depth discussion, in the Internet celebrity marketing, which measurement items in the type, characteristics, content, and product types of the Internet celebrity can effectively measure the marketing effect.
This study takes as the observation object that has watched the endorsement videos or posts of Internet celebrities. This study uses the iX:PANEL of the InsightXplorer Ltd. to issue questionnaires and collect data. Perform narrative statistical analysis, reliability, validity analysis on the sample data of respondents, and Multidimensional Scaling (MDS).
This study uses the MDS to explore the different marketing associations formed by the celebrities’ characteristics, content creation and influence under different product types. The results of the study found that the perception of Internet celebrity characteristics and the perception of shopping guide effectiveness are in different groups in each perceptual graph. From the result it can be seen the characteristics of Internet celebrities are mostly not directly affected to the effect of shopping guide. However, the study found that audiences over the age of 40 have more purchasing power than audiences of other age groups.
Male audiences have stronger purchase intention among the search products endorsed by 小吳 and experience products endorsed by Joeman. Female audiences are more likely to purchase trust products which endorsed by Joeman. According to the analysis results of this research, it is helpful for scholars in the field of Internet celebrity marketing to conduct academic research and provide marketers with practical marketing methods.

致謝 I
中文論文提要 II
英文論文提要 III
目錄 IV
圖目錄 VII
表目錄 VIII
第一章、 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 3
第二章、 文獻探討 4
第一節 網紅行銷 4
一、 網路紅人 4
二、 網紅類型 4
第二節 網紅個人特質 5
一、 吸引力(Attractiveness) 5
二、 知名度(Popularity) 5
三、 可信度(Trustworthiness) 6
四、 配適度(Match-Up) 6
五、 同質性(Similarity) 6
六、 利他性(Altruism) 7
第三節 網紅創造內容 7
一、 娛樂性(Enjoyability) 7
二、 原創性(Originality) 7
三、 相關性(Relevance) 8
四、 趨勢性(Trendiness) 8
第四節 網紅影響力 8
一、 社交互動(Social interaction) 8
二、 說服力(Persuasiveness) 8
三、 轉換(Conversion) 9
四、 購買意願 (Purchase intention) 9
第三章、 研究方法 10
第一節 研究架構 10
第二節 變數定義及測量 11
第三節 問卷設計與資料蒐集方法 13
第四節 資料分析方法 13
一、 敘述性統計分析 14
二、 信度分析 14
三、 效度分析 14
四、 多元尺度分析 15
第五節 預試問卷分析 15
一、 敘述性統計分析結果 16
二、 信度分析結果 16
三、 效度分析結果 16
第四章、 資料分析結果 17
第一節 敘述性統計分析結果 17
第二節 信度分析結果 20
第三節 效度分析結果 22
第四節 多元尺度分析結果 26
一、 總樣本 28
二、 搜尋品 29
三、 體驗品 30
四、 信賴品 32
第五章、 結論與建議 33
第一節 研究發現與意涵 33
第二節 研究貢獻 35
第三節 研究限制與未來研究建議 37
參考文獻 38
一、 中文部分 38
二、 英文部分 38
附錄一 正式問卷 42
著作權聲明 46

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