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| Title: | 影響者自創品牌之行銷成效探討： 模仿慾望的調節角色
Examining the Effectiveness of Influencer Marketing on Their Own Brand: The Moderating Role of Mimicry Desire |
| Authors: | 李雯祺
Li, Wen-Chi |
| Contributors: | 陳冠儒
李雯祺
Li, Wen-Chi |
| Keywords: | 影響者行銷
消費者行為
自創品牌
吸引力
互動性
產品一致性
消費者參與
模仿慾望
Influencer Marketing
Own Brand
Attractiveness
Interactivity
Product Congruence
Trust In Branded Content
Purchase Intention |
| Date: | 2022 |
| Issue Date: | 2023-08-02 13:30:35 (UTC+8) |
| Abstract: | 隨著數位與社群行銷市場的擴大，與影響者合作已是許多企業在行銷策略上的重點之一。除了常見的合作形式，如:業配、團購及產品聯名等，許多影響者也選擇與企業合作來成立自創品牌，將影響者與粉絲間的網路流量轉化為產品的銷售量。而隨其所帶來的經濟效益，不論是名人型網紅（Celebrity Influencer）、超級網紅（Mega Influence）甚至是奈米網紅（Nano Influencer）皆紛紛投入此市場。
綜觀過去的學術研究，大多將影響者行銷與品牌視為合作單位分開討論，主要探討影響者為品牌帶來的效益以及對於消費者購買意圖的影響，較少針對影響者自創品牌的商業模式進行探討。隨著影響者行銷的發展趨勢，自創品牌已逐漸成為市場常態，因此本研究將探討影響者行銷自創品牌之關鍵因素（吸引力、互動性、產品一致性）對於消費者行為（品牌內容信任、購買意圖）會產生何種影響，並深入探討過程中消費者參與的中介效力以及模仿慾望在此中介關係上可能產生的調節效果。
透過個人社群網站以及網路社團發放問卷的樣本蒐集方式，將蒐集到227份有效問卷加以分析，研究結果顯示消費者參與在影響者行銷之關鍵因素：吸引力、互動性、產品一致性對與消費者行為皆產生正向且顯著的完全或部分中介效果。更發現消費者的模仿慾望在上述之中介關係會產生顯著的調節效果。本研究於學術理論上的貢獻為釐清影響者自創品牌的行銷成效及影響因素；實務上可對企業及影響者在自創品牌的行銷策略上提供有效的建議及執行方向。
With the expansion of influencer marketing, collaborating with influencers is regarded as an imperative marketing strategy by many companies nowadays. In addition to the common forms of collaboration, such as sponsored posts, group buying, and co-branding strategies, influencers choose to work with companies to create their own brand, which converts the online traffic into product sales. As such, this study examines the mediating effect of consumer engagement in the relationships between consumers’ perceptions, including attractiveness, interactivity, and product congruence, and their behavior, including trust in branded content and purchase intention. This study further explores the moderating effect of mimicry desire in the process.
Adopting the survey research method with an online questionnaire (N = 227) for data collection, the results showed that consumers’ perceptions, including attractiveness interactivity, product congruence, regarding influencers’ own brand had significant and positive effects on their trust in branded content and purchase intentions. Moreover, consumer engagement fully or partially mediated these relationships. Most importantly, mimicry desire played a moderating role in the above mentioned mediating relationships. Theoretically, this study contributes to the application of influencer marketing on influencers’ own brand. Managerially, it also provides useful suggestions for influencers and companies to develop effective branding strategies via social media. |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
109363113 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109363113 |
| Data Type: | thesis |
| Appears in Collections: | [MBA Program] Theses
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