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| 題名: | 「汪」客：從按讚到下單——寵物網紅如何帶貨人類商品
Paw-tential Customers: From Likes to Buys — How Pet Influencers Push Human Products |
| 作者: | 愛瑞亞
Taveerojkulsri, Ariya |
| 貢獻者: | 蔡葵希
Christine Cook
愛瑞亞
Ariya Taveerojkulsri |
| 關鍵詞: | 寵物網紅
社群媒體
購買意圖
類社會關係
擬人化
可愛感
好感度
Pet Influencers
Social Media
Purchasing Intention
Parasocial Relationships
Anthropomorphism
Cuteness
Likeability |
| 日期: | 2025 |
| 上傳時間: | 2025-08-04 15:41:39 (UTC+8) |
| 摘要: | 在當今的數位環境中，寵物網紅已成為社群媒體行銷中的一股獨特力量，結合了動物的可愛魅力與網紅文化的說服力。相較於人類網紅，寵物網紅常被認為更真誠且較不商業化（Di Cioccio 等人，2024），而其行銷效果常因「擬人化」而加乘——即將人類特徵賦予寵物，使觀眾得以將動物視為具有類似思維與情感的存在，進而產生情感連結（Humphrey，1983）。
本研究探討擬人化如何增強單方面情感依附的「類社會關係」（Parasocial Relationships, PSRs），即粉絲與網紅之間的情感連結（Horton 與 Wohl，1956），並進一步檢視在可愛感與好感度的中介下，這種關係是否會影響消費者對人類產品的購買意圖。儘管類社會關係常受真實感與情感共鳴所形塑（Cheng 等人，2020；Myers 等人，2022），目前針對「非人類網紅」代言人類產品的相關研究仍相對稀少。為彌補此研究缺口，本研究在寵物網紅現象尤為盛行的泰國進行線上問卷調查。
研究結果顯示，僅靠擬人化並不足以保證更強烈的情感連結或提升購買行為。相反地，當情感上的親近感與可愛感、好感度結合時，對於推動消費者購買，特別是與飼養寵物無關的人類產品上，扮演了關鍵角色。
關鍵詞：寵物網紅、社群媒體、購買意圖、類社會關係、擬人化、可愛感、好感度
In today’s digital landscape, pet influencers have emerged as a distinct force in social media marketing, blending the charm of animals with the persuasive power of influencer culture. Often perceived as more authentic and less commercialized than human influencers (Di Cioccio et al., 2024), their effectiveness is amplified through anthropomorphism—the attribution of human-like traits to pets, which fosters emotional connections by allowing audiences to interpret animals as having thoughts or feelings similar to their own (Humphrey, 1983).
This study investigates how anthropomorphism strengthens parasocial relationships (PSRs)—one-sided emotional bonds between followers and influencers (Horton & Wohl, 1956)—and whether these enhanced PSRs, mediated by cuteness and likeability, influence consumer intentions to purchase human products. While PSRs are often shaped by perceived authenticity and emotional relatability (Cheng et al., 2020; Myers et al., 2022),limited research has explored their role in the endorsement of human products by non-human influencers. To address this gap, this study employs an online survey distributed in Thailand, where the pet influencer phenomenon is especially prominent.
Findings reveal that anthropomorphism alone does not guarantee stronger emotional bonds or purchasing behavior. Instead, emotional closeness—when combined with perceived cuteness and likeability—plays a crucial role in driving consumer purchase intention, particularly for human products unrelated to pet ownership.
Key Words: Pet Influencers, Social Media, Purchasing Intention, Parasocial Relationships, Anthropomorphism, Cuteness, Likeability |
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ผลสํารวจปี 66 เผยคนไทยกว่า 49% เลี้ยงสัตว์แทนลูก แถมทาสทั้งหลายเปย์นายเฉลี่ย 1-2 หมื่น/ตัว/ปี. (n.d.). THAIRATH Money. https://www.thairath.co.th/money/business_marketing/marketing_trends/2601455 |
| 描述: | 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
112461013 |
| 資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0112461013 |
| 資料類型: | thesis |
| 顯示於類別: | [國際傳播英語碩士學程] 學位論文
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