以AISAS模式探討直播網紅說服策略 -以台灣美妝業為例

文化大學機構典藏 CCUR > 國際暨外語學院 > 全球商務學位學程 > 博碩士論文 > Item 987654321/40406

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题名:	以AISAS模式探討直播網紅說服策略 -以台灣美妝業為例 An AISAS Based Study of Internet Celebrity’s Persuasion Strategy - An Example from Beauty Industry in Taiwan
作者:	梁鈺雨
贡献者:	全球品牌與行銷碩士在職學位學程
关键词:	網紅網紅經濟 AISAS模式說服策略美妝產業 Internet celebrity Internet celebrity economy AISAS mode Persuasion strategy Beauty industr
日期:	2018
上传时间:	2018-07-31 13:49:07 (UTC+8)
摘要:	隨者網際網路發達，也讓許多素人靠著網路作為傳播媒介，拍攝有趣的影片等等，迅速成為網路紅人。並也因為現在多數人改變消費習慣，由傳統零售百貨改至網路店商平台，更多消費者上網選購商品時，會因為喜愛的網紅所推薦的商品而購買，許多廣告業者也相中這一點，找網紅代言推薦商品提高銷售量。而本研究所探討的美妝產業，將以日本電通廣告公司（dentsu）提出的 AISAS 為藍本的網路消費模式－注意（Attention）興趣（Interest）搜索(Search) 行動（Action）分享（ Share）並結合亞里斯多德（Aristotle）溝通三要素—人格（ethos）、情感（pathos）、邏輯（logos）來分析知名網紅的說服策略。根據研究結果顯示，網紅主要靠本身人格特質而吸引觀眾注意，接者因邏輯清晰度而引發觀眾興趣，並也因為邏輯說服策略使觀眾產生搜尋-行動-分享之模式。 The phenomenon of social media has provided many with a platform for reaching a wider audience - allowing individuals with the entrepreneurial spirit to create their own brand and fan following. These days, many people find themselves relying on the expert recommendations from these online personalities when they need to make an informed decision when purchasing a product. In fact, this trend has become so prevalent that advertising companies are actively seeking partnerships with these online celebrities in order to increase their product sales and revenue. In this paper, we will apply the online consumer spending model (AISAS), developed by the Japanese marketing agency (Dentsu), and attempt to look at its effectiveness on the cosmetic industry. Specifically, we will analyze how the model's emphasis on (attention), (search), (action), (sharing) in conjunction with Aristotle's (ethos), (pathos), (logos) - the three keys to effective communication; contribute to the effectiveness of an online personality's engagement with his audience and how they trigger a potential customer's desire to purchase. From our study, we've concluded that the formula for success begins with the ability to attract attention through their personality and amicability. In addition to these prerequisites, they must utilize their expert knowledge in the field in order to evoke and maintain the viewers' interest, which subsequently should encourage the viewers to act on their buyer's impulse. What follows next is a natural progression based on people's inclination for sharing and exchanging ideas on social media, which ultimately result in an increase in potential customers.
显示于类别:	[全球商務學位學程] 博碩士論文

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