個人社交媒體支持意願之探討

Investigation of Viewers' Intention to Support Social Media Celebrities

鍾君宇(Jun-Yu Zhong)；蔡顯童(Hsien-Tung Tsai)；林國清(Kuo-Ching Lin)

社交媒體 ； 社會影響力 ； 網路名人 ； 經驗開放性 ； 支持意願 ； 推敲可能性模型 ； social media ； social influences ； social media celebrities ； openness to experience ； support intention ； elaboration likelihood model (ELM)

資訊管理學報

26卷1期（2019 / 01 / 31）

25 - 69

繁體中文

個人在網路上藉由社交媒體的經營與操作，其所帶動的經濟效益愈來愈受到企業與消費者所重視。本研究以社會影響理論與推敲可能性模型的相關文獻，探討影響網路使用者對網路名人支持意願的形成過程，包括前置因子、中介機制、與干擾效果。在資料收集的部分，受測者透過網路問卷平台觀賞網路名人影片後進行問卷填答，最後分析了446份有效樣本。實證結果發現：本研究模型中網路名人相關的前置因子，會藉由網路使用者的決策制定機制，來影響其支持網路名人的意願；其中，「可信賴性」、「啟發性」、與「其他關注者正向回應的強度」，對於支持意願的形成有較大的影響效果。該結果意謂可信賴的個人特質與具啟發性的影片內容，更能驅動網路使用者的「身份評估」機制，進而影響支持意願；關注者回應的強度能顯著地提升個體對所接收資訊的正向評估，進而影響支持意願。此外，具經驗開放性特質的個體能夠在決策制定的過程（身份評估與資訊評估），正向顯著地轉成為支持意願；該結果亦釐清過去相關研究不一致的發現。本研究的結果，除了延伸與深化過去社交媒體的相關研究之外，亦提供若干管理實務之建議。

Purpose-This study investigated the effects of social media celebrities' thoughts and shared content as well as responses from viewers on online users' intention to support these celebrities. This study also explored the process of users' psychological formation by considering social influence theory and the moderating role of users' personalities in the constructed model. Design/methodology/approach - Random online users were administered questionnaires through an online survey platform. All analyses, namely confirmatory factor analysis, structural model evaluation, and moderating effects evaluation, were performed on LISREL 8.80. Findings-All study hypotheses are were supported, except for the effect of content innovativeness on users' identity appraisal. Among the six antecedents examined in this study, the celebrity's credibility, content inspiration, and the valence of other viewers' positive responses had strong positive effects on identity appraisal and information appraisal, which in turn positively affected users' support intention. Research limitations/implications-The findings enhance our understanding of the impact of social media celebrities and highlight the social influence process in users' intentions to support such celebrities. The findings raise issues that address the necessity for attributes of sharing contents and further distinguish the norms from other viewers into responses valence and volume to discuss external factors. The study survey adopted single-period data collection from a single respondent, which makes it difficult to verify causal relationships of the hypotheses while also increasing the common method bias. Practical implications - This paper provides social media practitioners and marketers with suggestions and guidelines to strengthen viewers' positive perceptions and their psychological evaluation of social media celebrities, thus indirectly increasing the efficiency of celebrity endorsements. Originality/values-By investigating concepts and relationships in a relevant conceptual model, the study makes academic and practical contributions to the literature on social media celebrities.

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