政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/152816

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/152816

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政大典藏 > College of Communication > Master`s Program in Communication > Theses > Item 140.119/152816

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/152816

Title:	網紅團購特性、消費者感知以及行為意圖之關聯性研究 Examining the Relationships among the Attributes of Influencer-led Group Buying, Consumer Perceptions, and Behavioral Intentions
Authors:	劉美惠 Liu, Mei-Hui
Contributors:	林芝璇 Lin, Jhih-Syuan 劉美惠 Liu, Mei-Hui
Keywords:	網紅團購資訊價值網紅互動性網頁易用性知覺風險品牌信任行為意圖 Influencer-led group buying, Informativeness value Influencer interactivity Website usability Perceived risk Brand trust Behavioral intentions
Date:	2024
Issue Date:	2024-08-05 14:10:37 (UTC+8)
Abstract:	在網紅行銷盛行的時代，品牌與網紅發展多元的商業合作模式，其中網紅團購蔚為風潮，逐漸成為大眾熟悉的購物管道，網紅作為社群媒體平台上的影響力代表，引領著粉絲的消費決策。然而目前針對網紅團購效果與消費者行爲的研究尚數有限，本研究就相關文獻進行梳理，探討台灣網紅行銷與網紅團購的發展脈絡，並建立一概念模型，以作為實證研究的基礎。本研究提出的概念模型以網紅團購的資訊價值、網紅互動性與網頁易用性為自變項，探討三者與消費者知覺風險和品牌信任之間的關係，以及接續與行為意圖的關聯。本研究採用線上問卷調查法，共收集383份有效樣本，並透過階層回歸分析檢定假設，並以SEM結構方程式進行後設分析。研究結果顯示，網紅團購的資訊價值、網紅互動性與網頁易用性和知覺風險的負相關皆不顯著，且知覺風險與品牌信任、購買意圖、推薦意圖的負相關假設皆未得到驗證。而網紅團購的資訊價值、網紅互動性與網頁易用性，和品牌信任之間的關係為正相關，且品牌信任與購買意圖、推薦意圖也存在正相關。後設分析的結果進一步證實，品牌信任會中介資訊價值、網紅互動性與網頁易用性與行為意圖之間的正向關聯。本研究的實證結果有助於拓展過往網紅行銷研究之範疇，提供了兼具學術與實務性意涵的發現，亦增進對網紅團購情境下消費者決策過程的洞察。 Influencer-led group buying has become a trend and gradually emerged as a prevalent shopping channel for consumers. However, research on the effectiveness of influencer-led group buying and consumer behavior in this context is still limited. In light of this, this study reviews relevant literature, explores the growing phenomenon of influencer marketing and influencer-led group buying in Taiwan, and develops a conceptual model as the basis for empirical investigation. Specifically, this study examines the informativeness value of influencer-led group buying, influencer interactivity, and website usability as independent variables. It investigates their correlations with perceived risk and brand trust, as well as the downstream behavioral intentions. An online survey was conducted, and a total of 383 valid samples were included in the data analysis. The findings show that the correlations between informativeness value, influencer interactivity, website usability, and perceived risk, as well as between perceived risk and brand trust, were not significant. Perceived risk was found to have no negative relationship with purchase intention and recommendation intention. Conversely, informativeness value, influencer interactivity, and website usability were positively correlated with brand trust, which had positive relationships with purchase intention and recommendation intention. The findings of the post-hoc analysis further confirm that brand trust mediates the relationships between the information value, influencer interactivity, website usability, and behavioral intentions. This study contributes to expanding the scope of previous research on influencer marketing. By focusing on the context of influencer-led group buying, it offers important theoretical and managerial implications. These implications not only enhance the current understanding of the psychological mechanisms underlying consumer decision-making processes but also shed light on directions for future research endeavors.
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Description:	碩士國立政治大學傳播學院傳播碩士學位學程 111464039
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