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| Title: | Instagram微網紅影響消費者參與實體活動之過程
Exploring the Role of Instagram Micro-Influencers in Driving Consumer Participation in Offline Events |
| Authors: | 張乃云
Chang, Nai-Yun |
| Contributors: | 白佩玉
Pai, Pei-Yu
張乃云
Chang, Nai-Yun |
| Keywords: | 網紅行銷
微型網紅
顧客啟發理論
自我一致性
顧客參與
Influencer marketing
Micro-influencer
Customer inspiration theory
Self-congruence
Customer engagement |
| Date: | 2025 |
| Issue Date: | 2025-08-04 13:43:54 (UTC+8) |
| Abstract: | 近年來許多學者、企業將網紅行銷視為有效的行銷手段之一。網紅行銷能夠帶動消費者的線上參與，尤其微型網紅與消費者較為緊密的特性更能帶來互動；其影響力更逐漸擴展至線下，然而網紅的何種特性會導致消費者的線下參與仍有許多研究空間。因此，本研究從顧客啟發理論的觀點出發，並以微型網紅作為研究情境，以及其追蹤者作為研究對象，進一步探討以下研究問題：
1.探討微型網紅之角色(資訊型VS娛樂型網紅)啟發消費者的過程。
2.探討微型網紅的哪些特質(真實/理想自我一致性)會導致顧客啟發。
3.探討消費者受到啟發並參與實體活動的原因，以及進一步的參與行為。
本研究採用深度訪談中的半結構式訪談，針對10位受訪者進行一對一訪談，經過分析與整理後得出以下結論：(1)創作內容類型不同的網紅會給予消費者不同的啟發。對資訊型網紅的啟發源自於專業領域的知識，如職涯、自我管理、技能提升等方面；對娛樂型網紅則是生活風格、日常娛樂等方面受到啟發。消費者會採取其建議或效仿以實現啟發。(2)消費者透過與資訊型網紅的真實自我一致性，引發可信度並導致顧客啟發，娛樂型網紅則是透過理想自我一致性引發可信度並導致顧客啟發。(3)消費者參與網紅本人舉辦之實體活動的目的分為內容導向及互動導向。在自我表達上消費者會傾向私下與網紅交流，或是在人數少的場合分享個人意見。此外，消費者透過線上問卷、私訊或社群留言等方式給予正、負面回饋。
根據研究結果，本論文提出以下建議予企業及網紅：第一，企業與網紅應該注意其受眾注重從網紅身上獲得什麼啟發與價值，並作為兩方挑選合作對象的判斷標準；第二，網紅應了解自身形象與消費者對於自己的想法，以提升與消費者的真實或理想一致性；第三，網紅或企業欲規劃實體活動時，應釐清消費者參與活動的目的，以及規劃小規模的活動、建立線上回饋管道等，以提升消費者的參與意願。
In recent years, many scholars and companies have regarded influencer marketing as one of the effective marketing strategies. Influencer marketing can drive online consumer engagement, especially as micro-influencers tend to have closer relationships with their followers, fostering greater interaction. Their influence has gradually extended offline as well. However, there is still much room for research regarding which characteristics of influencers lead to offline consumer engagement.
Therefore, this study adopted the perspective of the customer inspiration theory, used micro-influencers as the research context and their followers as research subjects, to explore the following research questions:
1.How do different types of micro-influencers (informer/entertainer) inspire consumers?
2.Which characteristics of micro-influencers (actual/ideal self-congruence) lead to customer inspiration?
3.What motivates consumers to participate in offline activities after being inspired, and what are their further engagement behaviors?
This research adopted in-depth interviews and conducted one-on-one interviews with 10 interviewees. The analysis produced the following conclusions: (1) Influencers who produce different types of content inspire consumers in different ways. Inspiration from informers stems from their expertise, such as in career development, self-management, and skill enhancement. In contrast, entertainers inspire through lifestyle and leisure-related content. Consumers may follow their suggestions or imitate them to realize their inspiration. (2) Consumers experience inspiration through actual self-congruence with informers, which builds credibility. On the other hand, ideal self-congruence with entertainers also enhances credibility and leads to inspiration. (3) Consumers participate in influencer-hosted offline events for content-oriented or interaction-oriented purposes. When it comes to self-expression, consumers tend to prefer private interactions with influencers or sharing personal opinions in smaller gatherings. Additionally, consumers provide both positive and negative feedback through online questionnaires, direct messages, or social media comments.
Based on these findings, this study offers the following suggestions for companies and influencers. First, companies and influencers should recognize the types of inspiration and value that consumers seek from influencers and use this as a criterion for selecting collaboration partners. Second, influencers should understand how their self-image aligns with consumers’ perceptions to enhance actual or ideal self-congruence with their audience. Third, when planning offline events, influencers or companies should clarify consumers’ motivations for participating and consider organizing small-scale events and establishing online feedback channels to enhance engagement willingness. |
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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)
112363022 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0112363022 |
| 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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