政治中的網紅魅力：網紅可信度如何影響政策背書效果？

Abstract

在政治也追求娛樂感官體驗的環境中，影響力網紅躍身成為政治傳播的一項利器，網紅代言的不再只是商品，更將觸角延伸到政治人物或者政策上，成為線上政治討論的意見領袖。本研究針對網紅為政策背書此事項，嘗試了解不同可信度的網紅以及不同爭議度的政策，如何影響民眾對政策資訊的評價與進一步參與政策的意願，研究同時也考量受眾本身政治興趣和政策涉入程度的居中調節作用。本研究採取實驗法，以三位背書人選（高可信度網紅/低可信度 網紅/政府部門）和二種政策項目（高爭議度政策/低爭議度政策），組成合 計六種實驗情境。本研究於網路發放問卷，共計回收 389 份有效樣本，藉由多層次線性迴歸（Multilevel Regression）分析問卷資料，發現可信度低的網紅和爭議度高的政策，皆顯著降低受測者對貼文資訊的評價和政策行動意願。並且，不同網紅人選和政策項目所產生的背書效果差異，並未明顯受到受測者的政治興趣或政策涉入程度影響。

With the blending of politics, entertainment, and sensory experiences in today's society, influencers have become significant players in political communication. Their endorsements are no longer limited to products but have expanded to include political figures and policies, making them opinion leaders in political discourse online. This study focuses on the endorsements by influencers for policies, trying to understand to what extent the varying credibility of influencers and controversy of policies influence public evaluation of policy information, as well as their willingness to engage further with those policies. This study also considers the moderating effects of respondents’ political interest and policy involvement levels. Using experimental methods, this study created six scenarios involving endorsements by three different endorsers (high credibility influencer/ low credibility influencer/ government) and two kinds of policies (highly controversial policy/ low controversy policy). This study distributed questionnaires online, and a total of 389 valid samples were collected. Analysis of survey data through multilevel regression revealed that endorsements by the less credible influencer and endorsements of the controversial policy significantly reduced participants' evaluation of the posted information and their willingness to take action on the policies. Additionally, the study found that differences in endorsement effects among various influencers and policy proposals were not significantly influenced by participants' political interest or policy involvement levels.