臺灣博碩士論文加值系統

隨著網路科技與社群平台的蓬勃發展，網紅行銷(influencer marketing)成為重要的行銷方式。然而針對網紅類型對於廣告效果的相關研究並不多，本研究目的在探討網紅類型對網紅可信度及產品可信度影響，進而分析廣告效果差異。
本研究實驗設計採二種類型：娛樂型(entertainment)、教學型(teaching Knowledge)，研究發現：(1)網紅類型顯著影響網紅吸引力及網紅專業性，娛樂型網紅代言人（相較於教學型網紅代言人）具有較高的網紅吸引力；教學型網紅代言人（相較於娛樂型網紅代言人）具有較高的專業性。(2)網紅類型會經由網紅吸引力及網紅專業性之中介效果，對於廣告效果產生顯著差異效果，娛樂型網紅代言人(相較於教學型網紅代言人)可正向提升網紅吸引力而產生較佳的廣告效果；教學型網紅代言人(相較於娛樂型網紅代言人)可正向提升網紅專業性而產生較佳的廣告效果。(3)網紅吸引力及網紅專業性對於產品可信度產生正向影響。本研究提供企業，在規劃行銷策略之建議與企業尋找網紅合作時作為參考依據。

With the rapid development of Internet technology and social media, Influencer marketing has become an important marketing method. However, there are less related studies on the effect of Internet celebrity types on advertising, The purpose of this research is to explore the Internet celebrity on Internet celebrity reliability and Product reliability, and then analyze the differences in advertising effects.
This study selecting two types of Internet celebrity：entertainment and teaching knowledge.The results show that(1) type of Internet celebrity significantly impact attractiveness of Internet celebrity and expertness of Internet celebrity. Entertainment Internet celebrity (compared to teaching knowledge Internet celebrity) have higher attractiveness；Teaching knowledge Internet celebrity (compared to entertainment Internet celebrity) has higher expertness.(2) Attractiveness of Internet celebrity and expertness of Internet celebrity mediate the effect of Internet celebrity on ads effects.Entertainment Internet celebrity (compared to teaching knowledge Internet celebrity) can positively enhance attractiveness and further to form better ads effects；Teaching Knowledge Internet celebrity (compared to Entertainment Internet celebrity) can positively enhance expertness and further to form better ads effects.(3) Product reliability mediates the effect of Internet celebrity attractiveness.
This research provides suggestions for companies to plan their marketing strategies and Internet campaign.

第一章 緒論
第一節研究背景1
第二節研究動機4
第三節研究目的7
第四節研究流程8

第二章 文獻探討
第一節 網紅定義與類型9
第二節 網紅類型對於網紅可信度之影響15
第三節 網紅類型對於廣告效果之影響18

第三章 研究架構與研究方法
第一節 樣本與實驗設計22
第二節 實驗程序24
第三節 統計分析與衡量變數24

第四章 研究結果與分析
第一節 研究樣本敘述性統計28
第二節 信度與效度分析34
第三節 假說檢定36

第五章 研究結論與建議46
第一節 研究結論46
第二節 研究貢獻49
第三節 研究限制與建議51

參考文獻 52

附錄62

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網路資料
(1)財團法人台灣網路資訊中心
https://report.twnic.tw/2020/
(2)DMA台灣數位媒體應用暨行銷協會
https://www.dma.org.tw/newsPost/681
(3)網路行銷平台TapInfluence
https://www.tapinfluence.com/
(4)Google統計YouTube台灣使用者https://www.inside.com.tw/article/21120-youtube-brandcast-new-trending
(5)Digital 2020 October Global Statshot
https://datareportal.com
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