| 摘要: | 品牌商尋找具有鮮明特質的網紅，並運用影片為產品進行代言已成為顯著的行銷方式。本研究旨於探討在不同的影片類型環境下，網紅知名度與網紅特質對品牌態度及忠誠度之影響。本研究採用創意趣味型與親子育兒型兩種不同類型影片，並分成兩個問卷對受試者施測。研究結果表明，在不同的影片類型環境下，網紅知名度與網紅特質皆對於品牌態度產生正向影響，以及品牌態度亦對品牌忠誠度呈現正向影響。初步結論可得知，追蹤者不會因為不同的影片類型，而對認知中的網紅知名度與網紅特質產生變化，亦不會影響對網紅的品牌態度與忠誠度。本研究結果期望對行銷人員、網紅與平台提供者產生幫助，並促進以影片行銷為基礎的平台進行優化，與提升追蹤者的黏著度。
Searching for influencers with distinctive traits and using videos to endorse products has become a significant marketing approach for brand advertisers. This study aims to investigate the impact of influencer popularity and characteristics on brand attitude and loyalty across different video types. Two distinct types of videos, creative and entertaining, and parenting-focused, were utilized in this study, with separate questionnaires administered to participants for each type.
The research results indicate that across different video types, both influencer popularity and characteristics have a positive impact on participants' brand attitudes, and brand attitudes also positively influence brand loyalty. The preliminary conclusion indicates that followers maintain consistent perceptions of influencer popularity and characteristics regardless of video types, and this does not impact their brand attitudes or loyalty towards influencers. This study hopes that the findings will be beneficial for marketers, influencers, and platform providers, encouraging optimization of video-based marketing platforms and enhancing follower loyalty. |
