| 摘要: | 現今社群媒體已成為必不可少的存在，其中社群媒體影響者（以下稱為網紅）在社群媒體上具有很大的影響力。本研究探討網紅的個人特質及創作內容是否能夠從龐大的群眾中吸引觀眾的注意，並且促使人們訂閱、分享或口碑推薦。本文從自我一致性理論的角度出發，提出自我一致性、吸引力兩種個人特質及可信度、娛樂性兩種創作內容，探討它們是否能吸引觀眾的注意，並且產生情感依戀，進而促進顧客契合行為。
本研究採用問卷調查的方式進行，總共蒐集了354份有效問卷，並使SmartPLS進行結構方程模型分析與假說檢定。研究結果顯示，網紅的自我一致性、吸引力、可信度與娛樂性均顯著正面影響情感依戀，而情感依戀顯著正面影響顧客契合行為。
根據研究結果，當觀眾認為網紅的個性及價值觀與自我一致時，網紅通過展示自身的外貌、社交吸引力以及提供有價值、可信或娛樂性的創作內容，能夠激發出觀眾與網紅的情感依戀，從而更有可能參與網紅的活動、分享其內容或進行口碑推薦。
In today's world, social media has become indispensable, with social media influencers (hereafter referred to as influencers) wielding significant influence on these platforms. This study explores whether the personal characteristics and content of influencers can capture the attention of audiences from a vast crowd, leading to subscriptions, shares, or word-of-mouth recommendations. Based on the self-congruity theory, this paper proposes two personal characteristics—self-congruity and attractiveness—and two content features—credibility and entertainment value—to investigate their potential to attract audience attention, foster emotional attachment, and subsequently promote customer engagement behaviors.
The study was conducted through a questionnaire survey, collecting a total of 354 valid responses. Structural equation modeling analysis and hypothesis testing were performed using SmartPLS. The results show that influencers' self-congruity, attractiveness, credibility, and entertainment value all have a significant positive impact on emotional attachment, which in turn significantly positively affects customer engagement behaviors.
According to the research findings, when audiences perceive an influencer's personality and values as congruent with their own, the influencer's demonstration of authenticity, social attractiveness, and provision of valuable, credible, or entertaining content can evoke emotional attachment. Consequently, this makes audiences more likely to participate in the influencer's activities, share their content, or give word-of-mouth recommendations. |
