English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 109950/140901 (78%)
Visitors : 46000306      Online Users : 847
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/149632

    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
    Hsu, Yu-An
    Keywords: 網紅
    Online Courses
    Social Comparison
    Fear of Missing Out
    Innovation Acceptance
    Mimicry Desire
    Purchase Intention
    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。


    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.
    Reference: 英文文獻

    Abidin, C. (2018). Internet celebrity: Understanding fame online. UK: Emerald.
    Andrew K. Przybylski, Kou Murayama, Cody R. DeHaan, Valerie Gladwell, Motivational, emotional, and behavioral correlates of fear of missing out, Computers in Human Behavior, 29(4), 2013, Pages 1841-1848.
    Bandura, A. (1997). Self-efficacy: The exercise of control. New York: W. H. Freeman and Company.
    Baturay, M. H. (2015). An Overview of the World of MOOCs. Procedia - Social and Behavioral Sciences, 174, 427–433.
    Baumeister, R. F., & Leary, M. R. (1995). The need to belong: Desire for interpersonal attachments as a fundamental human motivation. Psychological Bulletin, 117(3), 497– 529.
    Cantallops, A. S., & Salvi, F. (2014). New consumer behavior: A review of research on eWOM and hotels. International Journal of Hospitality Management, 36, 41-51.
    Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230.
    Buunk, B. P., Collins, R. L., Taylor, S. E., VanYperen, N. W., & Dakof, G. A. (1990). The affective consequences of social comparison: either direction has its ups and downs. Journal of personality and social psychology, 59(6), 1238.
    Das, G. (2014). Linkages of retailer personality, perceived quality and purchase intention with retailer loyalty: A study of Indian non-food retailing. Journal of Retailing and Consumer Services, 21(3), 407-414.
    Dinh, T.C.T. and Lee, Y. (2022), "“I want to be as trendy as influencers” – how “fear of missing out” leads to buying intention for products endorsed by social media influencers", Journal of Research in Interactive Marketing, Vol. 16 No. 3, pp. 346- 364. 67
    Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook ‘‘friends’’: Social capital and college students’ use of online social network sites. Journal of Computer-Mediated Communication, 12, 1143–1168.
    Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47-55.
    Festinger, L. (1954). A theory of social comparison processes. Human relations, 7(2), 117-140.
    Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public relations review, 37(1), 90-92.
    Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e‐WOM Scale: word‐of‐ mouth measurement scale for e‐services context. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 27(1), 5-23.
    Gueguen, N., Jacob, C., & Martin, A. (2009). Mimicry in social interaction: Its effect on human judgment and behavior. European Journal of Social Sciences, 8(2), 253–259.
    Hogg, M. K., Bruce, M., & Hough, K. (1999). Female images in advertising: the implications of social comparison for marketing. International Journal of Advertising, 18(4), 445–473. doi:10.1080/02650487.1999.11104
    Hurt, H. T., Joseph, K. & Cook, C. D. (1997). Scale for the measurement of innovativeness, Human Communication Research, 4(1), 58-65.
    Johns, N. (2021, Mar 22). They’re small but mighty: Why the nano-influencer is the surest bet for brands in 2021. Footwear News : FN (Online).
    JWT (2011). Fear of Missing Out (FOMO).
JWT (2012). Fear of Missing Out (FOMO), March 2012. 68
    Ki, C-W‘C’, Kim, Y-K. The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychol Mark. 2019; 36: 905– 922
    Landsverk, K. H. (2014). The Instagram Handbook: 2014 Edition. PrimeHead Limited.
    Libai, B., Bolton, R., Bügel, M. S., De Ruyter, K., Götz, O., Risselada, H., & Stephen, A. T. (2010). Customerto-customer interactions: Broadening the scope of word of mouth research. Journal of Service Research, 13(3), 267–282.
    Markus, H. R., & Kitayama, S. (1991). Culture and the self: Implications for cognition, emotion, and motivation. Psychological Review, 98(2), 224–253. https://doi.org/10.1037/0033-295X.98.2.224
    McGinnis, P. J. (2004). Social theory at HBS: McGinnis’ two FOs., Harbus.
    Mcleod, S. (2020, December 29). Maslow's Hierarchy of Needs. Simply Psychology.
    Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.
    Pajares, F. (1996). Self-efficacy beliefs in academic settings. Review of Educational Research, 66, 543-578.
    Park, D. H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement, International Journal of Electronic Commerce , 11, 125-148.
    Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. (2013).
    Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848
    Rogers, E. M. (1962). Diffusion of innovativeness, New York: The Free Press of Glencoe.
    Rogers, E. M. (1983). Diffusions of innovations, (3rd ed.). NewYork: The Free Press.69
    Ruvio, A., Gavish, Y., & Shoham, A. (2013). Consumer’s doppelganger: A role model perspective on intentional consumer mimicry. Journal of Consumer Behaviour, 12(1), 60–69.
    Schiffman, L .G. & L. L. Kanuk, (2000).“Consumer Behavior”, Upper Saddle River. Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product- Endorser fit. International Journal of Advertising, 39(2), 258–281.
    Schwarze, R., & Born, A. (1997). Optimistic Self-Beliefs: Assessment of General Perceived Self-Efficacy in Thirteen Cultures. World Psychology, 3(1–2), 190.
    Valkenburg P. M., Peter J., Walther J. Media Effects: Theory and Research [J]. Annual Review of Psychology, 2015, 67(1): 315 – 338.
    Vodák, J., Novysedlák, M., Čakanová, L., & Pekár, M. (2019). Who is influencer and how to choose the right one to improve brand reputation? Managing Global Transitions, 17(2), 149-162,190.
    Wang, P., Huang, Q., & Davison, R. M. (2021). How do digital influencers affect social commerce intention? the roles of social power and satisfaction. Information Technology & People, 34(3), 1065-1086.
    Wood, J. V. (1989). Theory and research concerning social comparisons of personal attributes. Psychological Bulletin, 106(2), 231.
    Woolfolk, A. E., & Hoy, W. K. (1990). Prospective teacher’s sense of efficacy and beliefs about control. Journal of Educational Psychology, 82, 81-91.
    Wortham, J. (2011). How Social Media Can Induce Feelings of ‘Missing Out’. 70



    郭子菱 譯(2019)。《那個為什麼會熱賣:商品與資訊氾濫的時代, 如何利用「框架攻略法」讓消費者「衝動購買」》。遠流出版
    陳映璇(2021). 未來教育大變革?線上教學席捲全球,大學校時代來了!
    黃希庭(民 87)。人格心理學。台北市,東華。
楊運秀、郭芳伃 (2017)。網紅業配文的說服效果: 懷疑人格,熟悉 度及專業性 的影響。行銷管理評論, 14(2),163-189。
    Description: 碩士
    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

    Files in This Item:

    File Description SizeFormat
    300701.pdf3252KbAdobe PDF0View/Open

    All items in 政大典藏 are protected by copyright, with all rights reserved.

    社群 sharing

    著作權政策宣告 Copyright Announcement
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback