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| Title: | 人形與卡通虛擬影響者在行銷中的應用 — 訊息類型的調節作用
Human-like and Cartoon-like Virtual Influencer in Marketing - Moderating Role of Message Type |
| Authors: | 文濼婷
Gi, Man Lok Ting Gi |
| Contributors: | 鄭濬浩
Chung, June-Ho
文濼婷
Man Lok Ting Gi Gi |
| Keywords: | 虛擬影響者
社群媒體
訊息類型
吸引力
消費者態度
Virtual influencer
Social media
Message type
Attractiveness
Consumer attitude |
| Date: | 2024 |
| Issue Date: | 2024-08-05 11:58:25 (UTC+8) |
| Abstract: | 近年來，虛擬角色的應用為行銷帶來新的趨勢，虛擬影響者也成為社交媒體上新形式的影響者。社交媒體長期以來被企業採用，以取得卓越的行銷成效。傳統上，企業依賴人類影響者來代言產品並傳達行銷訊息。隨著電腦與數位技術的進步，虛擬影響者的引入吸引了相當多的關注和影響力。本研究旨在探討虛擬影響者類型與廣告效果之間錯綜複雜的關係，以及訊息類型的調節效應。本研究採用了兩個 2 (虛擬影響者類型：人類化 vs. 卡通化) × 2 (訊息類型：效益 vs. 享樂) 的實驗性研究，並透過Amazon MTurk （N = 224）和 Prolific（N = 182）進行。研究結果顯示，與卡通化虛擬影響者相比，人類化虛擬影響者的吸引力更高，而吸引力與消費者對產品的態度呈正相關。此外，吸引力在虛擬影響者類型與消費者態度之間起中介作用，而訊息類型調節了這種效應。本研究在理論上和管理上為AI行銷和消費者行為領域做出貢獻，揭示了虛擬形象和訊息特徵之間的相互作用。本研究增進了對產品宣傳效果的理解，為從業者在這一新興影響者類別提供引導。
In recent years, there is an emergence of a new trend of marketing, involving the empowerment of avatars as a new form of social media influencers. Social media has long been adopted by companies, which are renowned for achieving exceptional marketing outcomes. Traditionally, companies have relied on human influencers to endorse products and convey marketing messages. With the advancements in computer and digital technologies, virtual influencers have been introduced, attracting significant awareness for the impact they bring about. This paper aims to explore the intricate relationship between virtual influencer type and advertisement effectiveness, with a focus on the moderating effects of message type. Two 2 (Virtual influencer type: Human-like vs. Cartoon-like) × 2 (Message type: Utilitarian vs. Hedonism) between-subjects experimental design were employed via Amazon MTurk (N = 224) and Prolific (N = 182). Our study reveals that human-like virtual influencers elicit higher levels of perceived attractiveness and attractiveness is positively correlated with consumers' attitude towards the endorsed product. Additionally, attractiveness mediates the relationship between virtual influencer type and consumer attitude, while message type moderates this effect. This study contributes valuable insights to the field of AI marketing and consumer behavior, both theoretically and managerially, shedding light on the dynamic interplay between virtual representations and message characteristics. It also enhances the understanding of endorsement effectiveness, offering guidance for practitioners regarding this emerging category of influencers. |
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| Description: | 碩士
國立政治大學
國際經營與貿易學系
111351052 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111351052 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營與貿易學系 ] 學位論文
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