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| Title: | 網紅行銷對電商產業的影響
The Effects of Online Celebrity Marketing on the Electronic Commerce Industry |
| Authors: | 林宛瑜
Lin, Wan-Yu |
| Contributors: | 何靜嫺
林宛瑜
Lin Wan-Yu |
| Keywords: | 網紅市場
網紅行銷
網路效應
學習效果
寡占市場
Online celebrity marketing
Learning effect
Network effect
Imperfect competition |
| Date: | 2022 |
| Issue Date: | 2022-07-01 16:27:11 (UTC+8) |
| Abstract: | 近年來在網路購物的快速興起下， 網紅行銷成為電子商務產業的一大重點，因為網紅在網際網路下受到許多消費者的認同與喜愛，許多電商皆選擇以網紅來推廣商品，增加商品能見度。網紅市場會存在網路效應，越多人參與會提高商品價值，此外網紅對於商品的推廣會提升網紅效應、學習效果，並降低不確定性。本文以兩種寡占模型分別分析電商在市場規模大或市場規模小時，引入網紅行銷後市場均衡的變化。研究結果發現，當廠商的競爭對手沒有採取網紅行銷時，在規模大的市場下，則該廠商有絕對的誘因採取網紅行銷以提高利潤；若在規模小的市場下，廠商採取網紅行銷反而會降低價格，因此需以提升網紅效應、學習效果，並降低不確定性提高自身商品價值，以此擴大市場份額。若是競爭對手採取網紅行銷時，不論市場規模大小，自身商品價值皆須高於對方價值才能使自身利潤高於對手利潤，因此廠商有誘因去提升網紅效應、學習效果，並降低不確定性以提高自身商品價值。本文研究中發現網紅行銷是很好去創造獲利的模式，當廠商引入網紅市場，便可通過提升網紅效應、學習效果，或降低不確定性來擴大市場份額、價格與利潤差距。
More and more people shopping online recently, and many online platforms choose the online celebrity to promote their products, so the scale of online celebrity marketing has been developed rapidly. Online celebrity marketing exists a network effect, which means when more people join the network, the product value will become higher. It can also increase the celebrity effect, learning effect and reduce uncertainty. In our paper, we use two models to analyze the equilibrium in the large market and the small market. When the firm’s opponent didn’t adopt online celebrity marketing, in the large market, the firm has an incentive to adopt online celebrity marketing; in the small market, its price may decrease, so it should increase the celebrity effect, learning effect, or decrease uncertainty to increase its market share. If the firm’s opponent adopts online celebrity marketing, then in both large and small markets, the firm should ensure its product value would higher than its opponent. So that it will have a profit incentive to increase the celebrity effect, learning effect, or decrease uncertainty. |
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网红直播带货视角下消费者购买决策的影响研究柳凌镕、王澜,2021
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| Description: | 碩士
國立政治大學
經濟學系
109258019 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109258019 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202200616 |
| Appears in Collections: | [經濟學系] 學位論文
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