網紅直播帶貨行銷理論模型研究：依戀理論觀點

NHUIR > College of Management > Department of Business Administration, Master/Ph.D Program in Management Sciences > Disserations and Theses(Master and Doctoral Program in Management Sciences) > Item 987654321/29739

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Title:	網紅直播帶貨行銷理論模型研究：依戀理論觀點
Other Titles:	A Comprehensive Model of Live Streaming Marketing Based on the Attachment Theory
Authors:	王姝 WANG, SHU
Contributors:	企業管理學系管理科學碩博士班林聰明;吳萬益 LIN, TSONG-MING;WU, WANN-YIH
Keywords:	情感激起;社會責任;購買意願;品牌依戀;網紅依戀 Corporate Social Responsibility(CSR);Purchase Intention;Brand Attachment;Celebrity Attachment;Emotional Arousal
Date:	2023
Issue Date:	2023-11-13 14:43:17 (UTC+8)
Abstract:	2020 年兩岸直播電商搶佔新經濟風口，更創造許多經濟奇蹟，電商企業把直播行銷視為刺激業務增長的新動力，網紅則是吸引消費者實現企業盈利的核心基礎，電商主播做為直播帶貨的主體角色是如何吸引消費者購買商品，如何透過個人特質及產品特色訊息來創造消費者之網紅依戀與品牌依戀，進而提升購買意願，是一個值得研究的課題。　　許多研究指出網紅個人特質、傳播的信息內容特色可以帶來有利的品牌權益評估，並可進一步促進口口相傳和回購意圖，在直播過程中網紅個人的影響力是促成購買意願的重要因素，粉絲對網紅的依戀行為亦會改變消費者認知與內在情緒，進而影響購買意向，然而過去的研究仍未能推導出完整的網紅行銷之理論模型，本研究因此整合兩極傳播理論、適配一致性假設及文化意義轉移理論等為網紅影響力來源，在依戀理論，提出網紅直播帶貨行銷之研究模型，並加以實證。本研究首先以焦點集體訪談及內容分析法來分析影響消費者在網紅直播線上購買之重要素，進而建立研究模型，接著以 530 位線上購買者為樣本，利用量化統計方法及結構方程模型探究個人特質、信息特色和購買意願間的關係，獲得如下結論:　　結論 1：粉絲依戀理論模型適用與網紅直播帶貨的消費行為　　結論 2：網紅個人特質主要為專業性和互動性　　結論 3：網紅的信息內容主要為功利價值信息　　結論 4：網紅影響力是粉絲依戀行為的形成因素　　結論 5：粉絲依戀行為中以網紅依戀為中心依次作用　　結論 6：依戀行為的中介效果部分成立　　結論 7：社會責任干擾效果部份成立　　結論 8：情感激起干擾效果部份成立　　由於過去學術界尚未針對網紅直播帶貨行銷建構較為完整之理論與實證模型，本研究結果可彌補過去直播帶貨研究面向的不足，並可做為直播帶貨實踐者的參考，也為網紅直播帶貨研究建構一個完整的行銷理論架構。　　In 2020, the live e-commerce of two side of the Taiwan Straits has captured the new economic windfall and created many economic miracles. E-commerce enterprises regard live-streaming marketing as a new impetus to stimulate business growth, and internet celebrity is the core foundation to attract consumers and realize corporate profitability. The main roles of e-commerce anchors as live-streamer including how to attract consumers to buy products, and how to create consumers’ of internet celebrity attachment and brand attachment through personal characteristics and informational content, and then enhance the purchase intention are the major topics which deserve further study.　　Many studies have shown that the personal characteristics and the informational content of internet celebrity can lead to favorable brand equity assessment and further promote word-of-mouth and repurchase intentions. The influence of an internet celebrity's personality during the live-streaming process is an important factor contributing to purchase intention, and the attachment behavior of fans (consumers) to an internet celebrity can also change their perceptions and internal emotions, thus affecting purchase intention. However, previous studies have failed to derive a complete theoretical model to provide a comprehensive explanation toward the phenomenon of live-streaming marketing. Therefore, this study adopted Two-Step Communication theory, the product match-up hypothesis , and the meaning transfer theory to propose a research model of live-streaming marketing, and to validate it. This study first analyzes the important factors influencing consumers' online purchases by using focus group interviews and content analysis, and then developed a research model and conducted a quantitative analysis with a sample of 530 online buyers. This study investigated the relationship between personal characteristics,internal emotions and purchase intention by using quantitative statistical methods and structural equation modeling, and the following conclusions were obtained:　　Conclusion 1: The attachment theory model is applicable to the consumption behavior of live-streaming marketing.　　Conclusion 2: The personal characteristics of Internet celebrities are mainly professional and interactive.　　Conclusion 3: Utilitarian value information is more important than entertainment value information.　　Conclusion 4: Internet celebrity influence is the forming factor of fans' attachment behavior.　　Conclusion 5: Internet celebrity attachment plays a central role in fan attachment behavior.　　Conclusion 6: Corporate Social Responsibility is valid in the part of interfering effect of attachment behavior on purchase intention.　　Conclusion 7: Emotional arousal is valid in the part of interfering effect of attachment behavior on purchase intention.　　Since previous studies still not developed a comprehensive academic and empirical research model of live streaming marketing for internet celebrity.The results of this study can make up for the shortcomings of past live streaming marketing research, serve as a reference for live streaming practitioners, and construct a complete marketing theory model for the study of live streaming by internet celebrity.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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