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| Title: | 探討虛擬網紅的感知獨特性與代言內容的感知原創性對品牌形象之影響
The effects of perceived uniqueness of a CGI influencer and perceived originality of his/her endorsement on brand image |
| Authors: | 張少綺
Chang, Shao-Chi |
| Contributors: | 彭志宏
Peng, Chih-Hung
張少綺
Chang, Shao-Chi |
| Keywords: | 虛擬網紅
社會臨場感理論
感知獨特性
感知原創性
感知品牌創新
品牌形象
CGI Influencers
Social Presence Theory
Perceived Uniqueness
Perceived Originality
Perceived Brand Innovativeness
Brand Image |
| Date: | 2023 |
| Issue Date: | 2023-08-02 14:04:05 (UTC+8) |
| Abstract: | 近年來在行銷領域上出現了由電腦生成的虛擬網紅，這些 CGI 虛擬網紅擁有逼真的外表、動作和性格，就如同人類網紅一般，正快速獲得更多追隨者，吸引多間知名企業加入虛擬網紅行銷，然而現有的文獻鮮少比較人們對於人類網紅與 CGI 虛擬網紅之間的反應差異。
過往的研究發現使用者在社群媒體的參與感與互動連結性息息相關，因此本研究基於社會臨場感理論，探討企業選擇 CGI 虛擬網紅進行代言行銷並提供獨特個人見解時，是否使消費者感知品牌創新，進而影響對品牌形象的看法。
本研究採用 2x2 的實驗設計，探討網路紅人的感知獨特性與代言內容的感知原創性對於感知品牌創新的影響，以及兩者之間的交互作用如何影響觀眾的感知品牌創新，進而影響品牌形象。
研究結果表明，網紅的感知獨特性和代言內容的感知原創性對於消費者感知品牌創新皆有正面影響，且兩者之間存在交互效果，感知品牌創新對品牌形象也具有正面影響。近一步探究感知品牌創新的中介效果發現，感知品牌創新部分中介網紅的感知獨特性對品牌形象的影響，然而，感知品牌創新完全中介代言內容的感知原創性對品牌形象的影響。
In recent years, computer-generated imagery (CGI) influencers have emerged in the marketing field. These CGI influencers possess lifelike appearances, movements, and personalities, similar to human influencers. They are rapidly gaining more followers and attracting numerous well-known companies to participate in virtual influencer marketing. However, existing literature is scarce in comparing the differences in people`s reactions to human influencers and CGI influencers.
Previous research has found that users` engagement and interactivity on social media are closely related. Therefore, based on the social presence theory, this study explores whether companies` use of CGI influencers for endorsement marketing and providing unique personal insights influences consumers` perceived brand innovativeness and subsequently affects brand image.
The study employs a 2x2 experimental design to investigate the impact of the perceived uniqueness of the influencer and the perceived originality of their endorsement content on consumers` perceived brand innovativeness. The study also examines how the interaction between these two factors influences the audience`s perception of brand innovation, ultimately affecting brand image.
The results of the study indicate that both the perceived uniqueness of the influencer and the perceived originality of the endorsement content have a positive impact on consumers` perceived brand innovativeness. Furthermore, there is an interaction effect between these two factors, influencing consumers` perceived brand innovativeness, which in turn has a positive effect on brand image. Further investigation into the mediating effects of perceived brand innovativeness reveals that perceived brand innovativeness partially mediates the influence of the influencer`s perceived uniqueness on brand image, while perceived brand innovativeness completely mediates the influence of the perceived originality of the endorsement content on brand image. |
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| Description: | 碩士
國立政治大學
資訊管理學系
110356005 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0110356005 |
| Data Type: | thesis |
| Appears in Collections: | [資訊管理學系] 學位論文
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