網紅業配文的說服效果：懷疑人格、熟悉度及專業性的影響

The Influence of Skepticism, Familiarity and Expertise on the Persuasion of Internet Celebrities' Sponsored Posts

楊運秀(Yolande Yun-Hsiou Yang)；郭芳伃(Fang Yu Kuo)

網路紅人 ； 業配文態度 ； 懷疑人格 ； 熟悉度 ； 專業性 ； 購買意圖 ； internet celebrity ； sponsored posts attitude ； skepticism ； familiarity ； expertise ； purchase intention

行銷評論

14卷2期（2017 / 06 / 01）

163 - 189

繁體中文

網際網路的普及與上網速度快加上收費降低，讓使用者上網觀看影片與上傳自我錄製影片都變得容易許多，進而使得媒體環境也變得跟以往不同，而廣告中常使用的名人代言及網路盛行的部落格推薦文也隨之改變，「網路紅人」接續著部落格行銷的概念，向追隨者推薦產品，而由網紅或部落客代言推薦產品以換取報酬的文章，也被稱之為業配文。本研究係針對業配文之說服效果進行研究，探討消費者的懷疑人格、閱聽人與代言人之熟悉度、及網路紅人的專業性等變數，對於業配文的態度、及業配文推薦商品之購買意願的影響。本研究以問卷調查進行研究，共回收352份有效樣本。研究結果顯示：(1)閱聽人與代言人的熟悉程度、代言人的專業性會影響說服效果，熟悉度及專業性愈高，會正向影響其對業配的態度及推薦商品之購買意願，(2)具有懷疑特質的消費者對於業配文的態度和業配文推薦商品之購買意願都有顯著的影響，相較於低懷疑人格之消費者，高懷疑人格之消費者較對業配文抱持較負面的態度，及較低的購買意願，(3)消費者對於業配文的態度會正向影響其對於業配文推薦商品之購買意願。

As the popularity of Internet grows and connection speed keeps increasing while the price drops, users can upload video clips or watch them much easier than ever, the net has become a whole new media for marketing messages. Traditional celebrity endorsement has been replaced by blogs and videos by Internet celebrities. Those contents are often sponsored by the product or service providers. Whether sponsored contents can be accepted by the consumers, is an important topic for Internet marketers. In this study we investigate the persuasion effect of sponsored contents, with the skepticism of the consumer, the audience's familiarity with the endorser, and the expertise of the Internet celebrity's expertise as independent variables and the attitude to the sponsored contents and the purchase intention as dependent variables. The result from 352 valid responses of a questionnaire shows that (1) both the familiarity with the celebrity and the expertise of the celebrity are positively related to the attitude to the sponsored contents and the purchase intention, (2) skepticism of the consumer negatively affects the attitude towards the sponsored contents and purchase intention, and (3) consumers' attitude towards the sponsored contents is positively related to the purchase intention.

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