政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/140690

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/140690

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題名:	網紅行銷對電商產業的影響 The Effects of Online Celebrity Marketing on the Electronic Commerce Industry
作者:	林宛瑜 Lin, Wan-Yu
貢獻者:	何靜嫺林宛瑜 Lin Wan-Yu
關鍵詞:	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
日期:	2022
上傳時間:	2022-07-01 16:27:11 (UTC+8)
摘要:	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.
參考文獻:	Abbas, A., Afshan, G., Aslam, I., & Ewaz, L. (2018). The effect of celebrity endorsement on customer purchase intention: A comparative study. Current Economics and Management Research, 4(1), 1-10. Agrawal, J., & Kamakura, W. A. (1995). The economic worth of celebrity endorsers: An event study analysis. Journal of marketing, 59(3), 56-62. Cenfetelli, R., & Benbasat, I. (2019). The Influence of E-Commerce Live Streaming on Lifestyle Fit Uncertainty and Online Purchase Intention of Experience Products. Cheng, Hsiu-Hua. "The Effects of Product Stimuli and Social Stimuli on Online Impulse Buying in Live Streams." Proceedings of the 2020 International Conference on Management of e-Commerce and e-Government. 2020. Fan, F., Chan, K., & Wang, Y. (2022). Older Consumers’ Perceptions of Advertising with Celebrity Endorsement. Asian Journal of Business Research Volume, 12(1). Geng, R., Wang, S., Chen, X., Song, D., & Yu, J. (2020). Content marketing in e-commerce platforms in the internet celebrity economy. Industrial Management & Data Systems. Geng, R., Wang, S., Chen, X., Song, D., & Yu, J. (2020). Content marketing in e-commerce platforms in the internet celebrity economy. Industrial Management & Data Systems, 120(3), 464-485. Hilvert-Bruce, Z., Neill, J. T., Sjöblom, M., & Hamari, J. (2018). Social motivations of live-streaming viewer engagement on Twitch. Computers in Human Behavior, 84, 58-67. Industrial Organization Markets and Strategies Kadekova & Holiencinova (September 24, 2018). "Influencer Marketing as a Modern Phenomenon Creating a New Frontier of Virtual Opportunities". Communication Today. 9:2: 92. Kang, K., Lu, J., Guo, L., & Li, W. (2021). The dynamic effect of interactivity on customer engagement behavior through tie strength: Evidence from live streaming commerce platforms. International Journal of Information Management, 56, 102251. Ki, Chung-Wha (2019). "The mechanism by which social media influencers persuade consumers: The role of consumers` desire to mimic". Psychol Mark. 36 (10): 905–922. doi:10.1002/mar.21244. S2CID 201352512. Navon, A., Shy, O., & Thisse, J. F. (1995). Product differentiation in the presence of positive and negative network effects. Centre for Economic Policy Research. Nurfadila, S. (2020). Impact of Influencers in Consumer Decision Process: The Fashion Industry. Interdisciplinary Journal on Law, Social Sciences and Humanities, 1(2), 1-14 Park, Hyun Jung, and Li Min Lin. "The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement." Journal of Retailing and Consumer Services 52 (2020): 101934. Paul Belleflamme, Université Catholique de Louvain, Belgium, Martin Peitz, Universität Mannheim, Germany Sundermann, Gerrit (2019). "Strategic Communication through Social Media Influencers: Current State of Research and Desiderata". International Journal of Strategic Communication. Tseng, F. C. (2008, September). Network effects and multiple adoption: Two fundamental factors in the competition of e-commerce. In 2008 4th IEEE International Conference on Management of Innovation and Technology (pp. 498-502). IEEE. Zabel, C., & Pagel, S. (2017). Influencer Marketing–Die Sicht der YouTube-Creators [Influencer Marketing The YouTube creators’ perspective]. Marketing Review St. Gallen, 2, 26-35. 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 熊韵秋. (2019). 网红经济时代的粉丝消费认同探究. 收藏, 11. 席海婷. (2018). 双边平台的战略, 结构与网络效应如何相互影响? (Master`s thesis, 东北财经大学).
描述:	碩士國立政治大學經濟學系 109258019
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0109258019
資料類型:	thesis
DOI:	10.6814/NCCU202200616
顯示於類別:	[經濟學系] 學位論文

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