臺灣博碩士論文加值系統

近年來，網紅與餐廳在營銷方面的合作越來越受歡迎。 餐廳更多地依賴影響者營銷，因為 它是一種負擔得起的營銷工具，並且比傳統營銷更有效，尤其是對於小型企業而言。 與此 同時，消費者越來越受到社交媒體營銷的影響，因為它的工具被鼓勵通過有吸引力的圖片、 視頻、聲音、字幕等來傳達信息，以吸引更多的消費者。 客戶信任是消費者與品牌之間存 在的一種聯繫，這種信任會讓消費者安心，因為信任可以克服購買產品時對風險和不確定性 的看法。

本研究旨在調查消費者對影響者在 Instagram 上的食物內容和可信度的信任度。 然而，營銷 目標之一是增加與購買意願相關的銷售額，本研究還檢驗了台灣不確定性規避的調節作用以 及消費者信任和購買意願之間的決策後悔。 本研究的有效數據來自台灣 284 名受訪者，通過 在線問卷調查，使用 SPSS 作為數據分析工具。 這項研究的重要發現是認識到可以支持改善 影響者營銷的負面因素，並為台灣的食品影響者和餐館企業提供有價值的見解，以提高他們 的績效質量。 這項研究還為營銷人員和品牌從業者提供了有關影響者營銷在食品和飲料行 業的價值及其在增加購買意願方面的效率的指導解決方案，以及根據消費者的信任信念適當 選擇策略的能力， 不確定的迴避，以及在將開展業務的國家做出決定的遺憾。

Collaboration in terms of marketing between influencers and restaurants has become increasingly popular in recent years. Restaurants more rely on influencer marketing as it is an affordable marketing tool and more effective than traditional marketing, especially for small businesses. In the meantime, consumers are increasingly influenced by marketing through social media as its tools are encouraged to convey communication through attractive pictures, videos, sounds, captions, etc. to attract more consumers. Customer trust is a connection that exists between consumers and a brand, and this trust will make consumers feel at ease since trust can overcome perceptions of risk and uncertainty when purchasing a product.
This study aims to investigate consumer trust towards influencers’ food content and credibility on Instagram. However, one of the marketing objectives is to increase sales which are correlated with purchase intention, the moderating effect of uncertainty avoidance in Taiwan and regret in decision experience between consumer trust and purchase intention are also examined in this study. Valid data for this study was collected from 284 respondents in Taiwan through an online questionnaire using SPSS as a tool for data analysis. The significant findings of this study are to recognize the negative factors that can support the improvement of influencer marketing and provide valuable insights to food influencers and restaurant businesses in Taiwan to enhance the quality of their performance. This study also provides marketers and brand practitioners with a guided solution regarding the value of influencer marketing in the food and beverage sector and its efficiency in increasing purchase intention, as well as the ability to choose their strategies appropriately based on the consumers' trust beliefs, uncertain avoidance, and regret in decision experience in the country where the business will be performed.

CHINESE ABSTRACT i
ABSTRACT ii
ACKNOWLEDGEMENT iii
TABLE OF CONTENTS iv
LIST OF TABLES vi
LIST OF FIGURES vii
CHAPTER 1
INTRODUCTION 1
1.1 Research Background 1
1.1.1 Influencer Marketing on Instagram in Taiwan 2
1.1.2 Consumer Trust 4
1.1.3 Food Influencer and Local Restaurants 4
1.1.4 Uncertainty Avoidance in Taiwan 6
1.1.5 Regret in Decision Experience 6
1.2 Research Motivation and Goals 7
1.3 Research Objectives 8
1.4 Thesis Structure 8
CHAPTER 2 LITERATURE REVIEW 10
2.1 Influencer Marketing 10
2.2 Difference Between Influencer and KOL (Key Opinion Leader)10
2.3 Influencer Types 11
2.4 The Role of Number of Followers 14
2.5 Influencer Marketing in Food and Beverage (F&B) Sector 15
2.6 Information Quality in Food Content 16
2.7 Influencer Credibility 19
2.9 Consumer Trust 23
2.10 Uncertainty Avoidance 24
2.11 Regret in Decision Experience 25
2.12 Purchase Intention 27
CHAPTER 3 RESEARCH METHODOLOGY AND HYPOTHESIS DEVELOPMENT 28
3.1 Quantitative Research 28
3.2 Purpose Research Model 28
3.3 Hypothesis Development 29
3.3.1 Food Content Quality 28
3.3.2 Influencer Credibility 28
3.3.3 Consumer Trust 29
3.3.4 Uncertainty Avoidance 30
3.3.5 Regret in Decision Experience 31
3.5 Method of Data Collection 31
3.6 Variable Measurement 31
3.7 Method of Data Analysis 36
CHAPTER 4 DATA ANALYSIS AND RESULTS 37
4.1 Demographics 37
4.2 Reliability Analysis 38
4.3 Factor Analysis 39
4.4 Path Analysis 41
4.5 Moderating Effects 43
4.5.1 Moderating Effect of Uncertainty Avoidance 42
4.5.2 Moderating Effect of Regret in Decision Experience 42
4.6 Mediating Effect of Consumer Trust 44
CHAPTER 5 CONCLUSION AND SUGGESTION 46
Research Limitation 48
Appendix 62

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