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| Title: | 探究影響消費者對擬真型虛擬網紅所代言產品的購買意願與品牌關係品質之因素
An Examination of the Factors Affecting Consumers` Purchase Intention and Brand Relationship Quality towards Products Endorsed by Realistic Virtual Influencers |
| Authors: | 魏鈺家
Wei, Yu-Chia |
| Contributors: | 陳冠儒
魏鈺家
Wei, Yu-Chia |
| Keywords: | 擬真型虛擬網紅
擬人化
恐怖谷效應
名人認同
信任
顧客品牌參與
購買意願
品牌關係品質
Brand Relationship Quality
Virtual Influencer
Anthropomorphism
Uncanny Valley
Celebrity Identification
Customer Brand Engagement
Trust
Purchase Intention |
| Date: | 2023 |
| Issue Date: | 2023-08-02 13:33:26 (UTC+8) |
| Abstract: | 本研究目的為探討消費者在面對擬真型虛擬網紅所代言產品時所經歷的決策過程。研究方法採用問卷調查法，透過網路問卷形式，共蒐集344份有效問卷。研究結果發現，顧客品牌參與在擬人化、恐怖谷效應、名人認同、信任分別對購買意願及品牌關係品質的影響上皆存在部分中介效果。而謹慎性人格對於擬人化和名人認同經由顧客品牌參與對購買意願及品牌關係品質具有調節效果。而謹慎性人格對於恐怖谷效應和信任經由顧客品牌參與對品牌關係品質具有調節效果。而外向性人格對於擬人化、恐怖谷效應、名人認同經由顧客品牌參與對購買意願具有調節效果。本研究學術上闡明消費者在面對擬真型虛擬網紅行銷所可能展現的消費行為，實務上則可作為企業採取擬真型虛擬網紅行銷之參考。
In the context of virtual influencer marketing, this study aims to explore the effects of anthropomorphism, uncanny valley, celebrity identification, and trust on purchase intention and brand relationship quality through customer brand engagement. In addition, this study investigates whether personality, specifically focusing on conscientiousness and extraversion, has moderating effects in the process.
A total of 344 valid responses were collected through an online survey method. The results revealed that customer brand engagement partially mediates the effects of anthropomorphism, uncanny valley, celebrity identification, and trust on purchase intention and brand relationship quality, respectively. Conscientiousness moderates the effects of anthropomorphism and celebrity identification on purchase intention and brand relationship quality through customer brand engagement. Extroversion, on the other hand, moderates the effects of anthropomorphism, uncanny valley, and celebrity identification on purchase intention through customer brand engagement. This study illustrates the consumer behaviors in response to virtual influencer marketing, and serves as a practical reference for companies to collaborate virtual influencers. |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
110363031 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0110363031 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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