請用此 Handle URI 來引用此文件：
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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 練乃華(NAI HUA LIAN) | |
| dc.contributor.author | Yeap Pei Wen Phoebe | en |
| dc.contributor.author | 葉佩汶 | zh_TW |
| dc.date.accessioned | 2021-06-16T08:38:35Z | - |
| dc.date.available | 2025-07-01 | |
| dc.date.copyright | 2020-07-28 | |
| dc.date.issued | 2020 | |
| dc.date.submitted | 2020-07-11 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/58916 | - |
| dc.description.abstract | 本篇論文主要研究消費者在閱讀臉書業配文時，網紅/紅人粉絲的人數、以及讀者對此網紅/紅人的忠誠度是否會影響對業配文的專業、真誠與可信度有不同的判讀而影響最終的消費行為、產品評價以及參與互動率。實驗中，操弄網紅的粉絲人數（分為大眾、小眾網紅）、不同的忠誠度（有訂閱並打開通知、無訂閱且剛好滑到業配）以及業配內容與網紅本身專業是否一致（美食、健身），将受測者隨機分配到以上八種不同的狀況。本研究結果顯示，（1）當受測者為高度忠誠粉絲時並不會比低度忠誠的受測者，覺得他/她比較專業、可信與真誠，也不會影響最終的消費行為意願、產品評價以及參與互動率。（2）當他/她粉絲人數比較多時，受測者並不會覺得業配文內容比較專業、可信與真誠，最終的消費行為意願、產品評價以及參與互動率也不顯著。(3) 當業配內容與網紅的專業相符時(例：美食網紅介紹美食業配)會比與其專業不相符的業配內容(例：美食網紅介紹健身業配) ，受測者會覺得此業配文內容比較專業、可信與真誠。最終的消費行為意願、產品評價以及參與互動率都會比較高。若廠商希望透過臉書業配文的方式來進行產品/服務宣傳時，建議可以尋找專業或過往風格與產品內容一致的網紅合作來達到最佳效果。至於粉絲人數從本研究結果來看，並不會影響消費者最終的購買意願和產品評價等。此外，即使是高度忠誠的粉絲對於業配內容也不會有盲目的購買行為。 | zh_TW |
| dc.description.abstract | This current research aim to study and examine the effect in between number of KOL (key opinion leader)’s followers and their loyalty towards KOL on interpreting sponsored content’s professionality, sincerity and credibility. Lastly, will this affect on product attitude and evaluation, purchase intention and their engagement on the sponsored content, in the context of Facebook. During this research, we manipulated the number of followers, different in loyalty level and different sponsored content and randomly assign subjects to the above eight different situations. The results show that, (1) When the subjects are highly loyal, it does not shown a significant difference with the subject whose loyalty level is lower. (2) When he / she has a large number of fans, also it does not shown a significant difference in the sponsored content’s professionality, sincerity and credibility. (3) At the same time, when the sponsored content matched with KOL’s professionality or style (for example: food professional introduce the food content) it shown a more significant result/ outcome than the professional content that does not match their profession (such as: food professional introduce the fitness content). Thus, if someone wish to promote their products/services through social media marketing for example Facebook article, I would like to suggest that to find a influencer whose style matches with the product in order to achieve the best results. As for the number of fans, judging from the results of this study, it seems no significant differences in affecting consumers' final purchase intention and product evaluation. In addition, even highly loyal fans will not make blind purchases of the sponsored content. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-16T08:38:35Z (GMT). No. of bitstreams: 1 U0001-0907202000343000.pdf: 4806554 bytes, checksum: a9d236f24c4c3d20f3ce328639821066 (MD5) Previous issue date: 2020 | en |
| dc.description.tableofcontents | 誌謝 II 中文摘要 III Abstract IV 目錄 V 表目錄 VI 圖目錄 VII 第一章 緒論 1 1.1 研究背景與動機 1 1.2 研究目的 2 第二章 文獻探討 3 2.1 業配文 3 2.2 電子口碑 4 2.3 網紅 5 2.4 受歡迎程度 (粉絲人數) 6 2.5 忠誠度 6 2.6 專業一致性 7 2.7 可信度 8 2.8 真誠度 9 2.9 購買意願 10 2.10 產品評價 11 2.11 參與互動 11 第三章 研究架構與假說 13 第四章 研究方法 17 4.1 研究設計 17 4.2 實驗前測 17 4.3 問卷設計 19 4.4 自變數 20 4.5 衡量變項 20 第五章 結果分析 22 5.1 敘述統計分析 22 5.2 信度分析 24 5.3 操弄檢定 26 5.4 假說 Η_1a - Η_3c 驗證 27 5.5 假說 Η_4a - Η_6c 驗證與中介效果分析 28 5.6 假說驗證結果彙整 31 第六章 結論與建議 32 6.1 研究討論 33 6.2 理論意涵 34 6.3 實務意涵 35 6.4 研究限制 36 6.5 未來研究建議 36 參考文獻 37 附錄一 前測問卷 47 附錄二 正式問卷 53 | |
| dc.language.iso | zh-TW | |
| dc.subject | 購買意願 | zh_TW |
| dc.subject | 產品評價 | zh_TW |
| dc.subject | 專業一致性 | zh_TW |
| dc.subject | 業配文 | zh_TW |
| dc.subject | 粉絲人數 | zh_TW |
| dc.subject | 忠誠度 | zh_TW |
| dc.subject | 專業度 | zh_TW |
| dc.subject | 可信度 | zh_TW |
| dc.subject | 真誠度 | zh_TW |
| dc.subject | sincerity | en |
| dc.subject | number of fans | en |
| dc.subject | professional consistency | en |
| dc.subject | loyalty | en |
| dc.subject | professionalism | en |
| dc.subject | credibility | en |
| dc.subject | Sponsored content | en |
| dc.subject | purchase intention | en |
| dc.subject | product evaluation | en |
| dc.title | 他/她比較紅，所以比較厲害？ 網紅粉絲人數、粉絲忠誠度、業配內容與專業一致性對臉書業配文效果之影響 | zh_TW |
| dc.title | He/she is better because he/she is more popular? The Effects of Fans’ Base, Fans’ Loyalty and the Consistency Between Sponsored Content and KOL’s Expertise | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 108-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 陳建維(CHIEN-WEI CHEN),江季芸(CHI-YUN CHIANG) | |
| dc.subject.keyword | 業配文,粉絲人數,專業一致性,忠誠度,專業度,可信度,真誠度,購買意願,產品評價, | zh_TW |
| dc.subject.keyword | Sponsored content,number of fans,professional consistency,loyalty,professionalism,credibility,sincerity,purchase intention,product evaluation, | en |
| dc.relation.page | 70 | |
| dc.identifier.doi | 10.6342/NTU202001400 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2020-07-13 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 商學研究所 | zh_TW |
| 顯示於系所單位： | 商學研究所 | |
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