政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/146456

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/146456

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题名:	影響者行銷中從眾行為與知覺價值對消費者購買意願之影響 - 以貼文參與度為中介、人格特質為調節 The Effects of Consumers` Conformity and Perceived Value on Purchase Intention in Influencer Marketing - Engagement with Posts as the Mediator and Personality Traits as the Moderators
作者:	梁卓堯 Leung, Cheuk-Yiu
贡献者:	陳冠儒 Chen, Kuan-Ju 梁卓堯 Leung, Cheuk-Yiu
关键词:	影響者行銷從眾行為知覺價值貼文參與度人格特質購買意願 Influencer marketing Perceived value Conformity Engagement Purchase intention
日期:	2023
上传时间:	2023-08-02 13:38:12 (UTC+8)
摘要:	隨著電子商務的重要性與社群平台的使用人數提高，企業透過社群媒體接觸潛在消費者的重要性越來越高，同時也衍生出影響者行銷的策略，但在網路世界與社群媒體的數位環境下，消費者的行為十分多元。因此本研究旨在理解社群媒體上消費者對於影響者行銷而產生的從眾行為與知覺價值，並探究貼文參與度為中介與人格特質為調節的角色，全面性地了解影響者行銷影響消費者購買意願的心理因素。研究方法透過線上問卷形式在台灣各大社群平台收集237份有效問卷，以量化方式衡量各變數之間的關聯性。研究結果顯示，知覺價值對貼文參與度與購買意願均有直接且正面影響，而從眾行為則透過貼文參與度間接且正向影響購買意願。同時發現親和性與情緒不穩定性人格在特定情況下，對上述貼文參與度的中介效果有調節作用。此研究可協助品牌與行銷人員理解影響消費者決策的心理因素，進而選用合適的影響者到素材設計並同時考量心理因素做為行銷策略之參考。 With the development of e-commerce and social media platforms, companies inevitably need to engage with customers online, and thus, the need for influencer marketing has appeared. However, the psychological factors affecting consumers’ decision-making in influencer marketing are yet to be fully understood. Therefore, this paper aims to explore the psychological pathway toward purchase intention through the lens of consumer conformity and perceived value while considering engagement with posts as the mediator and personality traits as the moderator. An online survey was conducted and distributed on major social media platforms in Taiwan. There were 237 valid responses collected. The findings indicate that perceived value has a direct and positive impact on engagement with posts and purchase intention, while consumer conformity affects purchase intention indirectly through engagement with posts. This study also discovered that both agreeableness and neuroticism have moderating effects in the process. Theoretical and managerial implications are discussed.
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描述:	碩士國立政治大學企業管理研究所(MBA學位學程) 110363104
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