網紅類型與影片內容搭配策略對閱聽者回應之影響

文化大學機構典藏 CCUR > 商學院 > 全球品牌與行銷碩士在職學位學程 > 博碩士論文 > Item 987654321/53223

jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://irlib.pccu.edu.tw/handle/987654321/53223

题名:	網紅類型與影片內容搭配策略對閱聽者回應之影響 The Effects of Influencer Type and Video Content Matching Strategies on Audiences' Responses
作者:	黃姵瑜
贡献者:	全球品牌與行銷碩士在職學位學程
关键词:	網路紅人生動性互動性網路口碑廣告態度 Influencer Vividness Interactivity eWOM Advertising Attitude
日期:	2023
上传时间:	2024-03-14 11:45:04 (UTC+8)
摘要:	網際網路的便利，逐漸改變了人們的生活習慣及獲取資訊的方式，這些資訊不再僅限於自身朋友提供，而是透過社群平台得知，部分的消費者在購買商品時，會先搜尋其商品的相關資訊及口碑。也因此許多品牌企業發現了巨大的廣告商機，並善用YouTube平台進行行銷傳播與品牌曝光，其最重要的目的無非是希望自家的產品受到推廣，透過網紅的影響力與頻道的高點閱率，增加品牌曝光及銷售的機會。由於現今網紅眾多，品牌企業在考慮與網紅合作時，必須謹慎的評估網紅的形象以及其受眾是否與品牌產品的定位相符。其次，不僅網紅有類型之分，不同的網紅在內容創作與影片風格上也存在著差異。因此，何種類型的網紅搭配何種類型的影片風格，可以使消費者產生較好的回應為本研究重要探討課題。因此，本研究將網紅形象分為魅力型與知識型兩種類型，並將其歸類為訊息來源；而影片風格分為互動性與生動性兩種類型，並將其歸類為訊息內容，而網路口碑及廣告態度作為閱聽者的回應與態度進行觀察。本研究採實驗設計法配合並隨機分配參與者於2（訊息來源：魅力型網紅與知識型網紅）×2（訊息內容：互動性與生動性）實驗情境中。本研究所提之假說，研究結果顯示：訊息來源與訊息內容之交互作用會對網路口碑與廣告態度有顯著之影響，且魅力型網紅搭配互動性影片以及知識型網紅搭配生動性影片，在網路口碑與廣告態度效果的表現較為良好。最後，本研究結果可以提供予各企業品牌作為網路行銷策略之參考。 The convenience of the Internet has gradually changed people's habits and the way they acquire information. Information is no longer limited to what friends provide but is obtained through social media platforms. When purchasing products, some consum-ers tend to search for relevant information and reviews of the products. Consequently, many brands have identified significant advertising opportunities and utilized the YouTube platform for marketing, promotion, and brand exposure. The primary goal is to promote their products, increase brand exposure, and boost sales opportunities through the influence of influencers and high viewership on channels. As there is a plethora of influencers, brands must carefully assess the influencer's image and wheth-er their audience aligns with the brand's product positioning when considering collab-oration. Moreover, influencers vary not only in type but also in content creation and video style. Therefore, understanding which type of influencer matches with what type of video style can generate better responses from consumers is a crucial topic in this study. To address this, the study categorizes influencer images into two types: charis-matic and knowledgeable, classifying them as message sources. Video styles are cate-gorized into two types: interactive and vivid, classified as message content. Consumer responses and attitudes, observed through online word-of-mouth and advertising atti-tudes, are important aspects of the study. The research adopts an experimental design, randomly assigning participants to two experimental conditions: charismatic influenc-ers and knowledgeable influencers, each paired with interactive or vivid video content. The hypotheses presented in this study show that the interaction between message sources and message content significantly influences online word-of-mouth and adver-tising attitudes. The combination of charismatic influencers with interactive video content and knowledgeable influencers with vivid video content performs better in terms of online word-of-mouth and advertising attitude effects. Finally, the results of this study can serve as a reference for various brand enterprises in developing their online marketing strategies.
显示于类别:	[全球品牌與行銷碩士在職學位學程] 博碩士論文

文件中的档案:

档案	描述	大小	格式	浏览次数
index.html		0Kb	HTML	78	检视/开启

检视Licence

在CCUR中所有的数据项都受到原著作权保护.

数据加载中.....