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Title:	從社群媒體到出國：擬社會互動在臺灣網紅內容與Z世代國際旅遊意圖之間的中介角色 From Feed to Flight: Parasocial Interaction as a Mediator between Taiwanese Influencer Content and Gen Z’s International Travel Intentions
Authors:	宣逸揚 Hsuan, Yi-Yang
Contributors:	林日璇 Lin, Jih-Hsuan Tammy 宣逸揚 Hsuan, Yi-Yang
Keywords:	擬社會互動社群媒體網紅旅遊意圖臺灣人 Z世代 Parasocial Interaction Social media Influencer Travel intention Taiwanese Generation Z
Date:	2025
Issue Date:	2025-11-03 14:47:29 (UTC+8)
Abstract:	隨著當今社群媒體的迅速發展，網紅行銷已成為影響旅遊決策的重要力量，特別是在高度活躍於社群平台的 Z 世代之中。本研究探討臺灣 Z 世代如何透過社群媒體網紅形成旅遊意圖，其中聚焦於四項特質──追隨者互動（engagement）、感知相似性（perceived similarity）、感知真實性（perceived authenticity）與感知可信度（perceived credibility），以及擬社會互動（parasocial interaction, PSI）的潛在中介角色。本研究蒐集了 206 份有效問卷，並以階層迴歸與中介模型進行分析。結果顯示，互動與相似性對 PSI 具有顯著正向影響，而真實性與可信度則是旅遊意圖的最強預測變項。中介分析結果指出，互動透過 PSI 對旅遊意圖產生小幅但顯著的間接效果。然而，PSI 與旅遊意圖之間呈現顯著負相關，顯示其作用更可能為抑制（suppressor）而非促進。此一發現說明不同網紅特質如何影響 Z 世代的旅遊意圖，並指出情感上的親近有時反而可能削弱觀眾根據旅遊內容採取行動的傾向。 With the rapid growth of social media nowadays, influencer marketing has become a powerful force in shaping travel decisions, particularly among Generation Z, who are highly active on social platforms. This study examines how Taiwanese Gen Z form travel intentions through social media influencers, focusing on four attributes—follower engagement, perceived similarity, perceived authenticity, and perceived credibility—and the potential mediating role of parasocial interaction (PSI). Data from 206 respondents were analyzed using hierarchical regression and mediation models. Results indicate that engagement and similarity significantly predict PSI, while authenticity and credibility are the strongest direct predictors of travel intention. Mediation tests reveal that engagement shows a small but significant indirect pathway through PSI, yet PSI itself has a significant negative association with travel intention, suggesting a suppressor rather than a facilitative role. These findings clarify how different influencer traits shape Gen Z’s travel intentions and highlight that emotional closeness with influencers may sometimes dampen, rather than enhance, their likelihood of acting on travel content.
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Description:	碩士國立政治大學國際傳播英語碩士學位學程(IMICS) 112461007
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0112461007
Data Type:	thesis
Appears in Collections:	[International Master`s Program in International Communication Studies] Theses

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