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| Title: | 網路酸民評論對消費者行為的影響：探究網紅推出之品牌
The Impact of Online Trolling on Consumer Behavior: Examining Influencer Launched Brands |
| Authors: | 黃子益
Huang, Tzu-Yi |
| Contributors: | 蔡葵希
Christine Cook
黃子益
Huang, Tzu-Yi |
| Keywords: | 網路酸民
網紅品牌
網紅行銷
購買意願
品牌真實性
粉絲認同
Online Trolling
Influencer Brands
Influencer Marketing
Purchase Intention
Brand Authenticity
Fan Identity |
| Date: | 2025 |
| Issue Date: | 2025-08-04 15:03:42 (UTC+8) |
| Abstract: | 隨著網紅逐漸從品牌代言轉型為品牌創立者，其事業變得容易受到網路酸民的攻擊，然而，由此產生的消費者行為仍有待探討。本研究以社會認同理論（Social Identity Theory）和計畫行為理論（Theory of Planned Behavior）為基礎，探討施虐型與道德型酸民言論如何影響消費者對網紅推出之品牌（ILBs）的購買意願。本研究透過一項線上實驗，讓 195 名參與者觀看一則由網紅發布的虛構產品貼文及底下的酸民留言，以評估其對消費者態度與購買意願的影響。結果顯示，兩種酸民言論類型均未對購買意願或態度產生顯著影響。然而，消費者態度是購買意願的強力預測指標，且前測證實兩種酸民言論均會降低網紅推出之品牌被感知到的真實性。
研究結果顯示，消費者可能將針對網紅推出之品牌的酸民言論視為對其商業行為的評論，而非人身攻擊，因此未能觸發防衛身分認同的購買行為。本研究結論為，對網紅推出之品牌而言，培養品牌真實性與建立正面的消費者態度，比針對不同類型的網路酸民言論調整回應更能有效促進銷售。
As influencers increasingly transition from endorsers to brand creators, their ventures become susceptible to online trolling, yet the resulting consumer behavior remains underexplored. This study, drawing from Social Identity Theory and the Theory of Planned Behavior, investigates how sadistic vs. moral trolling impacts purchase intentions for Influencer Launched Brands (ILBs). An online experiment was conducted with 195 participants who were exposed to trolling comments on a fictional product launch post by an influencer to assess the effects on consumer attitude and purchase intention. Results showed that neither trolling type significantly influenced purchase intentions or attitudes. However, consumer attitude strongly predicted purchase intention, and a pretest confirmed that both trolling types diminished the ILB’s perceived authenticity.
Findings suggest consumers may view trolling of ILBs as commercial criticism, not a personal attack, failing to trigger identity-defensive purchasing. This study concludes that for ILBs, fostering authenticity and positive attitudes is more critical for driving sales than tailoring responses to specific types of online trolling. |
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| Description: | 碩士
國立政治大學
全球傳播與創新科技碩士學位學程
112ZM1013 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0112ZM1013 |
| Data Type: | thesis |
| Appears in Collections: | [全球傳播與創新科技碩士學位學程] 學位論文
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