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| Title: | 網紅業配對消費者態度的影響 — 以網紅可信度與認同感為中介變項
The Influence of Internet Celebrities’ Sponsored Posts on Consumer Attitudes: The Mediating Roles of Internet Celebrities’ Credibility and Identification |
| Authors: | 羅義勳
Lo, Yi-Hsun |
| Contributors: | 陳建維
Chen, Chien-Wei
羅義勳
Lo, Yi-Hsun |
| Keywords: | 網路紅人
業配文
虛擬網紅
政治正確
消費者態度
Internet Celebrity
Sponsored Posts
Virtual Influencers
Political Correctness
Consumer Attitudes |
| Date: | 2025 |
| Issue Date: | 2025-08-04 14:15:14 (UTC+8) |
| Abstract: | 隨著網紅在品牌與消費者溝通中的角色日益重要，網紅特質以及業配內容中政治正確性的呈現，將會造成消費者對廣告接受度與品牌態度的影響，因此是當代行銷實務不可忽視的核心議題。
本研究將主軸聚焦於不同網紅類型（人類 vs. 虛擬）、網紅性別（男性 vs. 女性）、以及訊息內容的政治正確性（政治正確 vs. 政治不正確）如何影響網紅可信度與對消費者的認同感，接著分析網紅可信度與認同感對消費者態度三個構面（廣告態度、購買意圖與口碑傳播意圖）的影響，藉此釐清不同網紅特徵與訊息立場如何影響消費者對廣告內容的信任程度與後續行為意圖。透過問卷調查法進行資料蒐集，一共回收312份有效樣本，經分析後所得到的研究結論如下：
(1)人類網紅（相較於虛擬網紅）可正向提升網紅可信度及認同感，進而促成更佳的消費者態度。
(2)政治正確訊息（相較於政治不正確訊息）可正向提升網紅可信度與認同感，進而促成更佳的消費者態度。
(3)政治正確訊息（相較於政治不正確訊息）可正向提升網紅可信度與認同感，進而促成更佳的消費者態度。
As Internet Celebrities play an increasingly crucial role in brand-consumer communication, the characteristics of these influencers, along with the presentation of political correctness in Sponsored Posts, have become key factors influencing consumers’ acceptance of advertising and attitudes toward brands.
This study centers on how different types of Internet Celebrities—Human Influencers (HIs) vs. Virtual Influencers (VIs), Male Internet Celebrities (M) vs. Female Internet Celebrities (F), and Politically Correct vs. Politically Incorrect messages—affect Internet Celebrities’ Credibility and Identification. The research further investigates how these two psychological mechanisms influence three dimensions of Consumer Attitudes: attitude toward advertising, purchase intention, and word-of-mouth intention. Data was collected using a questionnaire survey, resulting in 312 valid responses. The key findings of this study are as follows:
(1)Human Influencers (compared to Virtual Influencers) significantly enhance Internet Celebrities’ Credibility and Identification, thereby leading to more favorable Consumer Attitudes.
(2)Male Internet Celebrities (compared to Female Internet Celebrities) significantly enhance Internet Celebrities’ Credibility and Identification, thereby leading to more favorable Consumer Attitudes.
(3)Politically Correct messages (compared to Politically Incorrect messages) significantly enhance both Internet Celebrities’ Credibility and Identification, thereby improving overall Consumer Attitudes. |
| Reference: | 中文部分
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| Description: | 碩士
國立政治大學
國際經營與貿易學系
112351019 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0112351019 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營與貿易學系 ] 學位論文
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