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題名:YouTuber如何影響觀看者資訊採用意願?-多元理論觀點之模型
作者:林佩儀
作者(外文):Lin, Payyi
校院名稱:國立臺北大學
系所名稱:企業管理學系
指導教授:謝錦堂
蔡顯童
學位類別:博士
出版日期:2022
主題關鍵詞:YouTuber推敲可能性模型社會影響社會認同創新行為趨同行為資訊採用意願YouTuberElaboration Likelihood Model ELMSocial InfluencesSocial IdentityInnovativenessFlock behaviorAdoption Intentions
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本研究整合多元理論探討YouTuber與觀看者之間的互動關係,具體而言,以「推敲可能性模型(Elaboration Likelihood Model, ELM)」、「社會影響理論(Social Influence Model)」與「社會認同理論(Social Identity Theory, SIT)」,建構YouTuber如何影響觀看者的資訊採用決策模型。本研究採用非隨機準實驗設計法(Quasi-Experiment Method)進行多元實證資料蒐集,以偏最小平方結構方程模型進行分析與假說驗證。透過620位曾使用社群媒體或YouTube的樣本分析結果顯示:YouTuber的「可信賴性(Trustworthiness)」、「專業性(Expertise)」與「相似性(Similarity)」,內容的「創新性(Innovativeness)」、「豐富性(Richness)」與「關鍵多數(Critical Mass)」會透過「來源吸引力(Source Attractiveness)」與「資訊可信度(Information Credibility)」中介機制進一步影響觀看者的資訊採用意願(Adoption Intention),涉及了「順從(Compliance)-關鍵多數」、「認同(Identification)-來源吸引力」與「內化(Internalization)-資訊可信度」三個社會影響過程。此外,本研究深化過去學理,發現YouTuber與觀看者間的「相似性」及內容的「創新性」,對於「來源吸引力」與「資訊可信度」的影響關係呈現非線性的現象。最後,本研究也延伸過去資訊採用決策的學理,發現YouTuber的「性別」與「年齡」會促進「YouTuber屬性特徵」對「來源吸引力」與「資訊可信度」之影響,觀看者的「性別」會促進「來源吸引力」與對「資訊採用意願」之影響;除了深化過去行銷傳播與社群媒體的文獻之外,也提供行銷經理人擬定行銷推廣方案之具體建議。
This study integrated multiple theories to explore the interactive relationship between YouTuber and viewers. Specifically used the theories of “Elaboration Likelihood Model(ELM)”, “Social inference model(SIM)” and “Social Identity Theory(SIT)” to propose a test model by conceptualizing how YouTuber influences consumer information decision behavior. This study used quasi-experiment method to collect multivariate data and structural equation model for analysis; the results showed that YouTuber's attributes(trustworthiness, expertise, similarity, innovativeness, richness and critical mass)affect viewers’ information adoption intentions through dual mediator(source attractiveness and information credibility)of the viewers’ attitudes. In addition, this study reinforced the past discovery of nonlinear U-sharp effect between “similarities of YouTubers and viewers”, “YouTuber's innovativeness” and “viewers’ attitudes”. Moreover, this study extended the research of information adoption decision-making and found that YouTuber's gender and age moderates the relationship between YouTuber's attributes and viewers’ attitudes, and viewers’ gender moderates the relationship between source attractiveness and information adoption intentions. Hopefully the result of this study can make positive contributions to later researches in marketing communication and social media, and also provides specific suggestions for marketing managers to formulate marketing promotion plans.
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