網紅與粉絲關係品質、信任轉移與自我監控對品牌推薦影響之研究

A Study of the Impact of Relationship Quality between Social Media Influencer and Fans, Trust Transfer, and Self-monitoring on the Effect of Brand Recommendation

10.3966/181666012021041701004

陳婉綾(Wan-Ling Chen)；郭宗賢(Tsung-Hsien Kuo)；田寒光(Han-Kuang Tien)

關係品質 ； 信任轉移 ； 品牌態度 ； 自我監控 ； relationship quality ； trust transfer ； brand attitude ； self-monitoring

行銷科學學報

17卷1期（2021 / 04 / 01）

67 - 88

繁體中文

網紅的時代來臨，經過長時間的自我展示與經營，網紅得藉此建立號召力，累積大量粉絲，兩者在展現與追隨的過程中達成穩定的關係。網紅以個人魅力做為行銷訴求，配合與廠商合作向追蹤者推薦產品（業配）。本研究欲探討網紅與粉絲間擁有關係品質的同時，粉絲是否得以將對網紅的喜愛轉移至推薦產品品牌的態度上，並從中獲利的經濟模式。但不是所有粉絲都能接受，故本研究也探討個人自我監控程度是否會影響粉絲的信任轉移程度。透過網路問卷的發放，本研究共計回收251份有效問卷，並以SPSS、AMOS 20軟體針對各變項進行結構方程模式分析，研究結果如下：（1）網紅與粉絲間的關係品質會正向影響粉絲對網紅的信任轉移至對推薦品牌的信任；（2）兩者間的關係品質越高，對品牌態度越有正面影響；（3）低自我監控者會干擾信任轉移的效果。

Nowadays, there is getting more and more Internet Inferences coming cause the progress of social media and technology. The research is about whether the relationship quality between Internet Inferences and their fans can lead fans to transfer fans' trust from Internet Inferences to the brand they recommend. That trust transfer will turn popularity to profit. The research also believes that not all kinds of product's recommendation could be accepted by fans, therefore, this article tries to find if the self-monitoring personality could bring the trust of recommended product, and affect the final purchase intention. Through the internet questionnaire was used, the researchers got 251 effective samples. SPSS and AMOS were used to verify the model. The results have shown that: (1) relationship quality is positive effects on trust transferring to the brand attitude; (2) the higher the relationship quality, the more positive effect toward brand attitude; (3) self-monitoring personality has effect on the relationship quality transferring the trust from Internet Inferences to the recommendation brand.

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