题名

整合層級分析法及灰色關聯度於奈米網紅合作人評選模式之建構

并列篇名

Applying a Combined Analytic Hierarchy Process and Grey Relational Analysis to the Selection Model of Nano Influencers

作者

許碧芳(Pi-Fang Hsu)；江怡穎(Yi-Ying Jiang)

关键词

奈米網紅 ； 修正式德菲法 ； 層級分析法 ； 灰色關聯分析 ； 評選模式 ； Nano influencer ； Modified Delphi model ； Analytic hierarchy process ； Grey relational analysis ； Selection model

期刊名称

計量管理期刊

卷期/出版年月

20卷2期（2023 / 11 / 01）

页次

57 - 72

内容语文

繁體中文;英文
中文摘要

本文主要從品牌商的角度，發展一個系統化的奈米網紅合作人的決策模式。首先透過修正式德菲法彙整文獻及專家意見，得出評選奈米網紅合作人選之準則，接著應用層級分析法決定各項評選準則之權重，最後應用灰色關聯分析將各候選人排序，評選出最佳方案人選，本文以台灣某知名美妝保養品牌評選奈米網紅為例，應用所提出的模式進行驗證。研究結果顯示，國內美妝保養品牌在評選合作之奈米網紅時，主準則重要程度依序為：個人條件、可信度、品牌關聯度及社群經營能力。本文目的在建立一套量化之評選模式，以協助品牌商在進行奈米網紅合作的決策時，能客觀有效的評選出最適合的合作人選。
英文摘要

The present study, which is based on branded business' perspective, aims to develop a systematic decision model for selecting nano influencers. Selection criteria are firstly generated through referring to the modified Delphi model, collecting related literature and soliciting expert opinions. Next, analytic hierarchy process is applied to determine the respective weight of each selection criterion. Finally, grey relational analysis is implemented to sort all candidates, whereby the best choice is obtained. The research subjects are nano influencer chosen by a famous local cosmetic branded company. They are subject to model assessment. The criteria, in descending order of importance, are personal qualification, reliability, brand relation and community management ability. The purpose of this study is establishing a quantitative selection model whereby a branded company can objectively and effectively select suitable nano influencers for business cooperation.
主题分类 工程學 > 工程學綜合
社會科學 > 管理學
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