| 摘要: | 本研究旨在探討領導意見、追隨者信任以及追隨者投入(熱情參與、情感、主動關注及社交連結)之關係。本研究採用匿名線上問卷收集資料，以18-40歲並持續使用Instagram或YouTube追蹤影響者之成年人為研究對象，總計有效回收350份問卷。研究結果顯示：(1)領導意見正向影響追隨者信任；(2)追隨者信任正向影響追隨者投入；(3)領導意見正向影響追隨者投入；(4)領導意見經由追隨者信任之中介正向影響追隨者投入(熱情參與、情感、主動關注及社交連結)。最後本研究討論研究結果在學術理論和管理實踐上之涵義。
The purpose of this study is to investigate the relationship among opinion leadership, follower trust, and follower engagement (enthused participation, affection, Conscious attention and social connection). This study administered anonymous surveys via the internet to collect data from adults aged 18-40 who had been following an influencer on Instagram or YouTube. Total of 350 effective questionnaires were collected. The results demonstrate: (1) opinion leadership positively affects follower trust; (2) follower trust positively affects follower engagement; (3) opinion leadership positively affects follower engagement; (4) The positive effect of opinion leadership on follower engagement (passionate engagement, emotion, active attention, and social connection) is mediated though follower's trust. Finally, this study discusses the implications of our findings in academic theory and management practice. |
