農業網紅的社群實踐——人際吸引力與擬社會互動之建構

Abstract

人際吸引力對決策的影響不曾停止，過去傳統名人的魅力可以改變人們對代言的態度，現在數位時代的網紅則借助自己各種面向的人際吸引力累積粉絲，吸引他們購買產品。這種對網紅親近和倚賴的情感連結發展出異於傳統人際交往的擬社會互動，頻頻被品牌借力以增加廣告效果與銷售量，農業領域的網紅行銷亦是如此。目前歐美有不少農業生產者自行架設社群粉絲專頁，成為網紅以吸引粉絲、銷售產品的成功案例，形成相關產業鏈；而相較之下，臺灣的農產業者在網紅社群行銷規模與發展上，尚未有足夠多成熟且可以遵循的經營模式。學界過去則多針對休閒農業推廣與農產品網路行銷，農業網紅的相關研究較為缺失。本研究希望能釐清：（一）農業網紅潛在受眾的社群使用習慣、（二）農業網紅的人際吸引力對擬社會互動的影響。 研究中採用混和研究法，質化研究部分以半結構式的訪談進行，訪問17位曾經有追蹤過網紅並購買網紅推出的產品，或是追蹤農業網紅的社群使用者。結果顯示，現代社群用戶的使用習慣碎片化，社群媒體同時是社交、娛樂、紓壓、吸收各類新知的管道。農業網紅本身的職業會與經營內容直接相關，有助於增進專業形象，提升任務吸引力；而幽默、活潑、誠懇等正面特質足以增進其社會吸引力。兩者皆會影響粉絲的個人意見與購買決策。透過農業網紅合適的內容編排，有益提高認知互動程度。在量化研究部分，採用問卷調查法，填寫條件為曾經購買過網紅產品、有追蹤農業網紅或曾在網路上購買農產品，最終收集到405份有效問卷，使用驗證性因素分析與結構方程模式進行統計分析。結果指出，農業網紅的物理吸引力與社會吸引力對擬社會互動無積極影響；任務吸引力則相反，農業網紅的任務吸引力與擬社會互動之間呈現強烈的正向關係。 社群使用者的注意力有限，未來農業品牌需要借力網紅行銷時，應該極力爭取在第一眼便引起關注，專注在內容主題、產品和網紅形象的整合，確保產品與網紅本身的獨特性。有可以增加農業知識的科普內容或是自己親自動手的環節，以內容提升農業網紅本身任務吸引力，以吸引粉絲。本研究可增進學術界對於農產行銷中網紅行銷的認知，方便未來研究者進一步探討擬社會互動與人際吸引力在其中更精準的運用。

While the charisma of traditional celebrities changed people's attitudes towards endorsements in the past, influencers in the digital age are using their various aspects of interpersonal attractions to persuade the fans to purchase products. This emotional connection and closeness developed into parasocial interaction that was wildly used in advertising and selling. In Europe and the US, many agricultural producers have set up their own fan pages and become influencers to attract fans and sell their products, forming a related industry chain. In contrast, Taiwan's agricultural industry has not yet developed enough mature business models to follow in terms of the scale and development of online social marketing. This study aims to clarify: (a) the social media using habits of the potential audience of agricultural influencers; (b) whether the sub domains of interpersonal attraction will afffect the development of parasocial interaction among agricultural influencer context. The qualitative part of the study was conducted through semi-structured interviews with 17 social media users who had followed and purchased products from influencers, or followed agricultural Influencer. The results indicate that the usage habits of modern social users are fragmented, and that social media is a channel for socialising, entertainment, stress relief and absorbing new knowledge. The profession of an agricultural influencer is directly related to the content of fan page, which helps to enhance the professional image and task attraction, while positive attributes such as humour, liveliness and sincerity can raise the level of social attraction. Both of them will influence fans' personal opinions and purchasing decisions. Through the appropriate content arrangement of agricultural influencers, it is beneficial to increase the degree of cognitive interaction. For the quantitative survey, a questionnaire was adopted to fill in the criteria of having bought online products, having followed agricultural influencers or having bought agricultural products online. 405 valid samples were collected and analysed using confirmed factor analysis and structural equation modeling. The result show that physical attraction and social attraction have no significant effect on parasocial interaction. On the contrary, this study find a strong association between task attraction and parasocial interaction. The attention span of social media users is limited, it is crucial for agricultural brands to leverage influencer marketing, they should strive to attract attention at first glance, focusing on the integration of content themes, products and the influencer image so they can ensure the uniqueness for both. The content of Agri-science popularising and DIY section can be used to strengthen the task attraction and attract fans. This study will assist the academical understanding of agricultural marketing and facilitate future researchers to further explore the use of parasocial interaction and interpersonal attraction in a more precise way.