擬社會互動之前置變數探討與對廣告效果之影響：以YouTuber為例

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题名:	擬社會互動之前置變數探討與對廣告效果之影響：以YouTuber為例
其它题名:	The antecedents of parasocial interaction toward advertising effect : An example of YouTuber
作者:	陳瑜 CHEN, YU
贡献者:	莊旻潔 ZHUANG, MIN-JIE 企業管理學系碩士班
关键词:	社群媒體;擬社會互動;廣告效果;YouTube;YouTuber social media;parasocial interaction;advertising effect;YouTube
日期:	2019
上传时间:	2019-12-16T03:17:42Z (UTC)
摘要:	隨著時代變遷，社群網站可以使人們拉近彼此之間的距離，由YouTube影音社群網站興起的YouTuber職業在全球蓬勃發展，且影響力與日俱增。本研究以YouTube為社群媒體為主要研究平台，以擬社會互動理論為基礎，探討關於YouTuber的個人特質與粉絲特質分別影響擬社會互動的因素和YouTuber對於產品介紹影片的廣告效果程度，結合SOR理論框架檢視整體產品介紹影片對於觀看者的影響程度。本研究參與對象以243名曾看過產品介紹影片之社群網站使用者，並且使用線上問卷調查法，從各大網路社群平台收集到的樣本以IBM SPSS Statistics 20統計軟體與Smart PLS 3.0進行資料分析探討。研究結果顯示社交吸引力、聲音吸引力、相似性對擬社會互動會具有正向影響；外表吸引力與專業度對擬社會互動沒有顯著相關。擬社會互動對廣告產品態度具有正向影響。廣告產品態度對購買意圖有正向影響。透過本研究結果期望對於社群網站以及相關產業作為參考。 As the times change, social networking sites can bring people closer to each other. The YouTuber career that has emerged from the YouTube audio-visual community website is booming around the world, and its influence is getting stronger. This study uses YouTube as the main research platform for social media. Based on the theory of parasocial interaction (PSI), this paper explores the factors that affect the social interaction between YouTuber's personal traits and fan traits, and the effectiveness of YouTuber's advertising effects on product introduction videos. Using SOR theory as a theoretical framework examines the extent to which the overall product introduction film affects viewers. 243 community website users who had seen the product introduction video participated in the study, and the online questionnaire survey method was used to collect samples from major online community platforms. IBM SPSS Statistics 20 statistical software and Smart PLS 3.0. were used to analyze and discuss. The results show that social appeal, sound appeal, and similarity positively affect the proposed social interaction. Appearance appeal and professionalism do not significantly relate to the proposed social interaction. The proposed social interaction positively affects the attitude of advertising products. Advertising product attitudes positively affects purchase intentions. Through the results of this study, it is expected to use as a reference for social networking sites and related industry.
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