請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/94395完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 劉好迪 | zh_TW |
| dc.contributor.advisor | Adrian Rauchfleisch | en |
| dc.contributor.author | 吳玲臻 | zh_TW |
| dc.contributor.author | Ling-Chen Wu | en |
| dc.date.accessioned | 2024-08-15T17:15:34Z | - |
| dc.date.available | 2024-08-22 | - |
| dc.date.copyright | 2024-08-15 | - |
| dc.date.issued | 2024 | - |
| dc.date.submitted | 2024-08-07 | - |
| dc.identifier.citation | 中文資料
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A Source Effect Theory Perspective on How Opinion Leadership, Parasocial Relationship, and Credibility Influencers Affect Purchase Intention. Journal of Theoretical and Applied Management (Jurnal Manajemen Teori Dan Terapan), 16(2), 241-253. https://doi.org/10.20473/jmtt.v16i2.48099 | - |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/94395 | - |
| dc.description.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。 | zh_TW |
| dc.description.abstract | 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. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2024-08-15T17:15:34Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2024-08-15T17:15:34Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | 口試委員會審定書 I
謝辭 II 中文摘要 III 英文摘要 IV 第一章 緒論 1 第一節 研究背景 1 第二節 問題意識 4 第二章 文獻回顧 7 第一節 網紅作為線上意見領袖 7 第二節 社群媒體政治性使用與成效評估 12 第三節 名人政治背書 16 第四節 文獻小結與研究架構 25 第三章 研究方法 27 第一節 研究設計 27 第二節 變數與資料分析 35 第四章 研究分析結果 42 第一節 基本資料描述 42 第二節 信度分析 47 第三節 變數操弄檢驗 48 第四節 假設驗證 49 第五章 結論與研究限制 58 第一節 研究結論與貢獻 58 第二節 研究限制與建議 61 參考資料 62 附錄 問卷題目與選項 76 | - |
| dc.language.iso | zh_TW | - |
| dc.title | 政治中的網紅魅力：網紅可信度如何影響政策背書效果？ | zh_TW |
| dc.title | The Charm of Influencers in Politics: How Does Influencer Credibility Affect Policy Endorsement Effectiveness? | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 112-2 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.coadvisor | 許詩嫺 | zh_TW |
| dc.contributor.coadvisor | Shih-Hsien Hsu | en |
| dc.contributor.oralexamcommittee | 謝吉隆;劉嘉薇 | zh_TW |
| dc.contributor.oralexamcommittee | Ji-Lung Hsieh;Jia-Wei Liu | en |
| dc.subject.keyword | 網紅,政治背書,政策宣傳,名人背書,網紅政治, | zh_TW |
| dc.subject.keyword | Influencers,political endorsement,policy campaigns,celebrity endorsement,influencer politics, | en |
| dc.relation.page | 90 | - |
| dc.identifier.doi | 10.6342/NTU202403743 | - |
| dc.rights.note | 同意授權(全球公開) | - |
| dc.date.accepted | 2024-08-11 | - |
| dc.contributor.author-college | 社會科學院 | - |
| dc.contributor.author-dept | 新聞研究所 | - |
| 顯示於系所單位： | 新聞研究所 | |
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