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    Title: 探討社會比較、錯失恐懼、創新接受程度對網紅線上課程購買意願與EWOM之影響:以模仿慾望為中介、自我效能為調節
    Exploring the Effects of Social Comparison, Fear of Missing Out, and Innovation Acceptance on Purchase Intention and eWOM towards Influencers' Online Courses: The Mediating Role of Mimicry Desire and the Moderating Role of Self-efficacy
    Authors: 許與安
    Hsu, Yu-An
    Contributors: 陳冠儒
    Chen, Kuan-Ju
    許與安
    Hsu, Yu-An
    Keywords: 網紅
    線上課程
    社會比較
    錯失恐懼
    創新接受程度
    模仿慾望
    自我效能
    購買意願
    eWOM
    Influencers
    Online Courses
    Social Comparison
    Fear of Missing Out
    Innovation Acceptance
    Mimicry Desire
    Self-Efficacy
    Purchase Intention
    eWOM
    Date: 2023
    Issue Date: 2024-02-01 11:34:54 (UTC+8)
    Abstract: 隨著線上學習風潮的興起,線上課程也成為網紅流量變現、內容變現的重要管道之一,而在眾多學習管道以及線上課程類型中,網紅課程如何從中以自己特殊的定位跟優勢殺出血路,是平台端或網紅端都在面對的課題。故本研究以有在關注網紅或是曾經有在關注網紅的族群為對象,探討社會比較、錯失恐懼、創新接受程度對於網紅線上課程的購買意願與eWOM的影響,亦會針對模仿慾望的中介效果及自我效能的調節效果進行探究。

    本研究採用線上發放問卷的方式進行,最終回收323份有效問卷。研究結果顯示,錯失恐懼、創新接受程度對於網紅線上課程的eWOM具顯著影響,且模仿慾望在社會比較、錯失恐懼、創新接受程度對於網紅線上課程的購買意願與eWOM之影響上存在中介效果,而自我效能則會調節社會比較、錯失恐懼、創新接受程度經由模仿慾望對網紅線上課程的購買意願產生的間接效果。

    本研究成果的貢獻在於,平台或網紅在行銷課程時,可以鎖定具有較高創新接受程度的族群或是塑造錯失恐懼的心理情境,便有機會在eWOM層面達到更好的效果,而網紅若欲推課程,除了以自身專業打造高品質課程外,也可以善用人們模仿慾望的心理情境,形塑讓人憧憬且易被複製的成功形象或模式,並多分享學員的成功案例與經驗,使成功可期以刺激模仿慾望,有望提升購買意願與eWOM。
    With the rise of online learning trends, online courses have also become one of the diverse channels for influencers to make profits. Among the many learning channels and types of online courses, how can influencers leverage their unique positioning and advantages to win the game of online courses? This is a problem that both the platform end and the influencers end are facing. This research focuses on consumers who are following influencers, and explores the effects of social comparison, fear of missing out, and innovation acceptance on their purchase intention and eWOM towards influencers' online courses. In addition, the mediating role of mimicry desire and the moderating role of self-efficacy are also explored.

    The research collected a total of 323 valid responses through an online survey. The research results show that fear of missing out and innovation acceptance have significant impact on the eWOM of influencers’ online courses. The mimicry desire has a mediating effect on the influence of social comparison, fear of missing out, and innovation acceptance on the purchase intention and eWOM of influencers’ online courses. At the same time, self-efficacy moderates the effects of social comparison, fear of missing out, and innovation acceptance on purchase intention of influencers’ online courses through mimicry desire.

    The contribution of this study lies in the fact that when marketing courses, both platforms and influencers can target groups with a high degree of innovation acceptance or create a psychological situation of fear of missing out, which will have the opportunity to achieve better results at the eWOM level. If influencers want to promote online courses, in addition to creating high-quality courses based on their own specialties, they can also make good use of the psychological situation of consumers’ mimicry desire by shaping a successful image or model, which is aspirational and easy to be copied, and sharing more successful cases and experiences. By doing so, success can be expected by stimulating consumers’ mimicry desire to increase their purchase intention and eWOM.
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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)
    110363007
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0110363007
    Data Type: thesis
    Appears in Collections:[企業管理研究所(MBA學位學程)] 學位論文

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