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| Title: | 網紅自創品牌行銷: 探討網紅類型對品牌態度與推薦意圖的影響
Marketing strategies of influencers’ own brand: The effects of influencer types on brand attitude and intention to recommend |
| Authors: | 陳蓉蓉
Chen, Jung-Jung |
| Contributors: | 陳冠儒
Chen, Kuan-Ju
陳蓉蓉
Chen, Jung-Jung |
| Keywords: | 網紅行銷
網紅自創品牌
網紅類型
品牌信任
消費者參與
真實性
專業性
一致性
品牌態度
推薦意圖
Influencer Marketing
Influencers’ Own Brand
Influencer Types
Brand Trust
Consumer Engagement
Authenticity
Expertise
Congruence
Brand Attitude
Intention to Recommend |
| Date: | 2024 |
| Issue Date: | 2024-09-04 14:08:48 (UTC+8) |
| Abstract: | 數位科技的興起帶動了社群媒體的快速發展，台灣常見的社群媒體包含 Facebook、Instagram、YouTube 等，其中以 Instagram 的成長最為迅速，這些 社群平台培養了許許多多不同類型的網紅像是名人網紅、大型網紅、中型網 紅、微網紅與奈米網紅等，而社群媒體的蓬勃發展與其互動性，讓許多企業與 網紅合作來推廣產品，社群媒體也成為品牌與 Z 世代溝通的重要工具，而現在 有越來越多許多網紅立基於過去在特定領域的影響力，與企業合作投入自創品 牌，開創出新的商業模式。
過去的研究大多以網紅代言為主題去探討影響消費者行為意圖的關鍵因 素，鮮少有文獻針對網紅自創品牌的影響因素進行深入的分析與探討，而網紅 自創品牌讓網紅本身成為品牌經營者，與過去單純為品牌代言的定位不同。本 研究以 Instagram 社交平台為背景，利用問卷取得Z世代消費者對網紅自創品 牌的看法，探討不同網紅類型對消費者的心理及行為(品牌態度、推薦意圖) 的影響，以及品牌信任度、消費者參與在前述影響上的中介效果;此外，也加 入影響網紅行銷的關鍵因素的變數(真實性、專業性、一致性)來探討其在中介效 果上所產生的調節效果。
本研究結果顯示:(1)消費者參與、品牌信任度在網紅類型與品牌態度、推 薦意圖之間具有完全中介效果 (2)網紅的真實性、專業性及一致性在網紅類型透 過品牌信任度對推薦意圖的影響上產生調節效果 (3)網紅的真實性、專業性及一 致性在網紅類型透過消費者參與對品牌態度的影響上產生調節效果。
關鍵字:網紅行銷、網紅自創品牌、網紅類型、品牌信任、消費者參與、真實
性、專業性、一致性、品牌態度、推薦意圖
The rise of digital technology had let to rapid development of social media. Common social media in Taiwan includes Facebook, Instagram, Youtube, etc. Especially, Instagram is one of the social medias with the fastest growth. These social platforms have cultivated various type of social media influencers like celebrity influencer, megainfluencer, macroinfluencer, microinfluencer and nanoinfluencer. Also, the booming of social media and its interactivity have allowed many companies to corporate with social media influencers to promote their products. Social media has become a very important tool for the brands to communicate with generation Z consumers. Nowadays, more and more social media influencers are cooperating with companies to establish their own brands and create new business model based on their influence on specific field.
Most of the studies have used influencer endorsement as main topic to explore the key factors that affect consumers’ behavioral intentions. There are few literatures have conducted in-deep analysis and discussion on the influencing factors of influencers’ own brands. Different from brand endorser, influencers’ own brand makes influencer become an entrepreneur. This study uses Instagram social platform as background and used questionnaires to obtain generation Z consumers opinions on influencers’ own brands, exploring the impact of different influencer types on consumer psychology and behavior (brand attitude and intention to recommend) as well as the mediating effect of brand trust/consumer engagement on above effects. In addition, this study uses the key factors of influencer marketing (authenticity, expertise and product-influencer congruence) to explore its moderating effect on the above-mentioned mediating effect.
The result of this study shows that: (1) Consumer engagement/brand trust have complete mediation between the influencer types and brand attitude/intention to recommend. (2) The authenticity, expertise and product-influencer congruence have moderating effect on the influence of influencer types on intention to recommend through brand trust. (3) The authenticity, expertise and product-influencer congruence have moderating effect on the influence of influencer types on brand attitude through consumer engagement.
Keywords: Influencer Marketing, Influencers’ Own Brand, Influencer Types, Brand Trust, Consumer Engagement, Authenticity, Expertise, Congruence, Brand Attitude, Intention to Recommend |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
109363052 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109363052 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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