線下實體業者以及消費者都因疫情影響而受到了衝擊，基於資訊時代的發展，拓展了現代消費者的行銷空間，網紅行銷成為疫情背景下消費者與行銷產品的主要管道。而部分網紅面對利益無法恪守底線，誘導消費者消費以達到盈利目的，因此探討網紅行銷情境下消費者面對知覺風險時，其購買意願是否產生影響。
網紅行銷經常以限時限量促使消費者產生時間壓力並加速消費決策。消費者在購物時都會滿足其人格特質，而A/B人格特質主要顯示消費者的壓力特質，其已經被發現是一個顯著影響購買意願的區隔變數，因此本研究探討當消費者在網紅行銷情境時，在A/B人格特質的干擾下，其購買意願是否產生影響。
本研究共計發放245份問卷，回收245份，在剃除掉6份無效問卷後，有效問卷共239份，有效回收率為97.5%。研究結果顯示，受測者的主觀規範對於其購買意願有顯著正相關，知覺行為控制具有顯著正相關，在控制主觀規範及知覺行為控制的影響下，知覺網紅風險對其購買意願具有顯著的負相關。此外，A/B人格特質對於兩者間的關係具有顯著的正向干擾效果。最後依據研究結果提出管理意涵及未來研究建議。
Businesses and consumers have been affected by the COVID-19 pandemic and its ensuing impacts. The development of the Information Age has opened up a new marketing space for today’s consumers, turning influencer marketing as the primary channel that suits the needs of both consumers and marketers alike. However, some of these influencers and the businesses they partner with fail to adhere to ethical boundaries in the name of profit, swaying consumers in order to reap the most profits and benefits. It is, therefore, worth investigating and considering whether consumers’ purchase intentions are influenced by the risks they perceive to be facing in the context of influencer marketing.
Influencer marketing employs both time- and quantity-limited tactics to induce a sense of pressure on consumers. Consumers, on their part, aim to satisfy their respective personalities when shopping and A/B personality traits are primarily indicative of their qualities under stress and pressure. This has already been found to be a differentiating variable of significant influence on purchase intentions. As such, the study at hand investigates whether consumers’ purchase intentions are influenced when they are faced with influencer marketing tactics and how their A/B personalities moderates this said influence.
A total number of 245 questionnaires were given out with the same number being returned. After discarding 6 invalid questionnaires, a total of 239 valid questionnaires representing 97.5% of the total questionnaires were used for this study. The results of the research showed that respondents’ subjective norms and their perceived behavioral control both had positive relationships with their purchasing behavior. Conversely, under the influence of controlled subjective norm and perceived behavioral control, there exists a negative relationship between consumers’ perceived influencer risk and their purchase intentions. Apart from these, A/B personality is found to have a positive intervening effect with the two latter variables. Finally, managerial implications and future research recommendations are proposed based on the results of this study.
