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    Title: 錯失恐懼與社群媒體使用對爆紅產品購買意願之影響
    The Impact of Fear of Missing Out and Social Media Usage on Purchase Intention of Viral Products
    Authors: 黃清慧
    Angelyn
    Contributors: 陳建維
    Chen, Chien-Wei
    黃清慧
    Angelyn
    Keywords: 社群媒體
    社會影響
    爆紅產品
    錯失恐懼
    Date: 2025
    Issue Date: 2025-08-04 14:16:01 (UTC+8)
    Abstract: 隨著社群媒體的蓬勃發展,平台演算法的精準推播使使用者更容易接觸到與自身興趣相關的內容,包括各式產品與服務。同時,越來越多使用者會透過貼文或影片分享對產品或服務的觀點,而這些內容創作者往往具備一定影響力,進一步形塑他人的行為與態度。當相關內容被大量轉發與擴散後,更可能迅速引發「爆紅」現象。對於長期離鄉背井的外籍人士而言,社群媒體不僅是獲取資訊的主要來源,更是維繫與母國文化與社會連結的重要工具。因此,本研究旨在探討居住於台灣的外籍人士對其母國爆紅產品的購買意願,並進一步分析影響其錯失恐懼 (Fear of Missing Out, FoMO) 之相關因素。

    本研究採用電子問卷調查法,透過 Line、Instagram 及台灣外籍人士相關社群群組進行問卷發放,最終回收 223 份有效問卷,受訪者以印尼籍為主 (71.7%)。研究資料以 SPSS 統計軟體進行因素分析、信度分析與迴歸分析。研究結果顯示,社會影響、物質主義與稀缺性對錯失恐懼具有顯著且正向的影響,然而社群媒體使用與社會比較對錯失恐懼則未達顯著水準。此外,錯失恐懼對母國爆紅產品的購買意願亦呈現顯著正向影響。此結果顯示,儘管外籍人士身處海外,仍能透過社群媒體或親友接收到來自母國的流行資訊,有趣的是,他們的錯失恐懼感並非來自於與他人的直接比較,而更可能受到社會認同與文化連結的驅動。根據開放式問題彙整,受訪者最感興趣的母國爆紅產品以食品與保養品為主,反映出社群媒體所引發的情感依附與消費動機。

    本研究有助於企業將在台外籍人士視為潛在目標客群,深入了解其消費行為與決策機制,並作為制定跨文化行銷策略之參考。未來研究建議可擴大樣本範圍,針對不同國籍或居住地區之外籍消費者進行比較分析,以探討不同文化背景下的異質性影響。
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    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    112351052
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0112351052
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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