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研究生: 蔡勝宇
Tsai, Sheng-Yu
論文名稱: 探討虛擬網紅作為品牌代言人之擬人化程度、Instagram貼文設計之視覺複雜度與消費者之獨特性需求對消費者行為之影響
Explore the Effect of Virtual Influencers’ Anthropomorphism as Brand Endorser, the Visual Complexity of Instagram Post Design and Consumers’ Need for Uniqueness on Consumer Behavior
指導教授: 林慧斐
Lin, Hui-Fei
口試委員: 林慧斐
Lin, Hui-Fei
蔣旭政
Chiang, Hsu-Cheng
陳聖智
Chen, Sheng-Chih
口試日期: 2024/06/13
學位類別: 碩士
Master
系所名稱: 大眾傳播研究所
Graduate Institute of Mass Communication
論文出版年: 2024
畢業學年度: 112
語文別: 中文
論文頁數: 250
中文關鍵詞: 虛擬網紅Instagram恐怖谷理論擬人化程度視覺複雜度獨特性需求社會臨場感
英文關鍵詞: Virtual influencers, Instagram, Uncanny Valley theory, Anthropomorphism, Visual complexity, Consumers’ need for uniqueness, Social presence
研究方法: 實驗設計法
DOI URL: http://doi.org/10.6345/NTNU202401516
論文種類: 學術論文
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  • 近年來,隨著網紅行銷的市場規模逐漸攀升,加上電腦圖像生成技術與人工智慧技術的方興未艾,促使虛擬網紅的興起。許多品牌與行銷公司看準此種現象,爭相與虛擬網紅進行合作,根據市場調查顯示,目前已經有六成的品牌與行銷公司使用虛擬網紅作為行銷策略,因此有必要進一步去尋找虛擬網紅代言的最佳廣告策略。故本研究目的在於探討消費者對於虛擬網紅代言的反應,透過不同擬人化程度的虛擬網紅、不同視覺複雜度的Instagram貼文設計與不同獨特性需求的人格特質對消費者行為之影響,探究虛擬網紅代言的最佳廣告策略。本研究以Instagram作為研究背景,並以恐怖谷理論作為理論依據,探討2虛擬網紅之擬人化程度(高擬人化程度VS.低擬人化程度)× 2 Instagram貼文設計之視覺複雜度(高視覺複雜度VS.低視覺複雜度)× 2獨特性需求之人格特質(高獨特性需求VS.低獨特性需求)之三因子組間實驗設計,檢驗三者對消費者行為之影響,並將中介變項(社會臨場感)納入研究架構中並進行討論,探討社會臨場感在擬人化程度與依變項(品牌態度、購買意願與分享意願)之間的中介效果。本研究結果實證(1)相較於低擬人化程度的虛擬網紅,高擬人化程度的虛擬網紅會導致消費者產生較佳的品牌態度、購買意願與分享意願;(2)相較於低視覺複雜度的Instagram貼文設計,高視覺複雜度的Instagram貼文設計會引發消費者產生較佳的購買意願與分享意願;(3)相較於低獨特性需求的消費者,高獨特性需求的消費者對於虛擬網紅代言會產生較佳的品牌態度、購買意願與分享意願;(4)對於高獨特性需求的消費者而言,在瀏覽高擬人化程度的虛擬網紅其貼文時,會產生較佳的品牌態度與分享意願;對於低獨特性需求的消費者而言,不論在瀏覽高或低擬人化程度的虛擬網紅其貼文之消費者行為皆不會產生差異;(5)對於高獨特性需求的消費者而言,在瀏覽高視覺複雜度的Instagram貼文設計,會產生較佳的品牌態度、購買意願與分享意願;對於低獨特性需求的消費者而言,在瀏覽低視覺複雜度的Instagram貼文設計,會產生較佳的品牌態度;(6)社會臨場感在擬人化程度與品牌態度、購買意願與分享意願之間存在中介效果。

    In recent years, the gradual expansion of the influencer marketing market and the unfolding of computer-generated imagery and artificial intelligence have led to the emergence of virtual influencers. This phenomenon has been seized upon by many brands and marketing agencies, and they are eagerly collaborating with virtual influencers. According to market research, currently, sixty percent of brands and marketing agencies utilize virtual influencers as part of their marketing strategies. Hence, there is a need to further explore the optimal advertising strategies for virtual influencer endorsements. Therefore, the aim of this study is to investigate consumer responses to virtual influencer endorsements. It examines the impact of different levels of anthropomorphism in virtual influencers, varying visual complexity in Instagram post designs, and diverse personality traits related to consumers’ need for uniqueness on consumer behavior. The study utilized Instagram as the research background and the Uncanny Valley theory to investigate the Anthropomorphic degree of virtual influencers (high degree of anthropomorphism vs. low degree of anthropomorphism) × 2 Visual complexity of Instagram post design (high visual complexity vs. low visual complexity) × 2 individual varieties with Need for Uniqueness (high need for uniqueness vs. low need for uniqueness). An intergroup experimental design was employed to examine the impact of these three factors on consumer behavior, with social presence variables included in the research framework to explore their internal effects on brand attitudes, purchase intentions, and electronic word-of-mouth. The study finds that: (1) Compared to virtual influencers with low anthropomorphism, those with high anthropomorphism lead to better brand attitudes, purchase intentions, and electronic word-of-mouth among consumers; (2) Compared to Instagram post designs with low visual complexity, those with high visual complexity elicit better purchase intentions and electronic word-of-mouth among consumers; (3) Compared to low consumers’ need for uniqueness, those with high consumers’ need for uniqueness exhibit better brand attitudes, purchase intentions, and electronic word-of-mouth regarding virtual influencer endorsements; (4) For consumers with high need for uniqueness, browsing posts of virtual influencers with high anthropomorphism leads to better brand attitudes and electronic word-of-mouth; for consumers with low need for uniqueness, there is no difference in consumer behavior regardless of whether they are browsing posts of virtual influencers with high or low anthropomorphism; (5) For consumers with high need for uniqueness, browsing Instagram posts with high visual complexity results in better brand attitudes, purchase intentions, and electronic word-of-mouth; for consumers with low need for uniqueness, browsing posts with low visual complexity leads to better brand attitudes; (6) Social presence serves as a mediating factor between anthropomorphism and brand attitude, purchase intention, and electronic word-of-mouth.

    第一章、 緒論 1 第一節、 研究背景 1 第二節、 研究動機與目的 9 第三節、 研究問題 19 第二章、 文獻探討 20 第一節、 虛擬網紅(Virtual Influencer) 20 一、 虛擬網紅之定義與演變 20 二、 虛擬網紅相關研究之整理 23 第二節、 擬人化(Anthropomophism) 25 一、 擬人化之定義 25 二、 擬人化與虛擬網紅相關研究之整理 26 三、 小結 32 第三節、 恐怖谷理論(Uncanny Valley) 33 一、 恐怖谷理論之定義與發展 34 二、 恐怖谷理論與虛擬網紅相關文獻之整理 36 三、 小結 40 第四節、 視覺複雜度(Visual complexity) 41 一、 視覺複雜度之定義 41 二、 視覺複雜度之相關研究整理 42 (一) 網頁視覺複雜度 42 (二) 廣告視覺複雜度 45 (三) 社群媒體視覺複雜度 46 三、 小結 48 第五節、 消費者獨特性需求之人格特質 49 一、 獨特性需求之定義 49 二、 獨特性需求與其他人格特質之相關性與其行為表現 50 三、 獨特性需求之相關研究整理 52 四、 小結 54 第六節、 社會臨場感(Social presence) 56 一、 社會臨場感之定義與發展 56 二、 社會臨場感相關研究之整理 56 三、 小結 58 第七節、 假設推導 59 一、 虛擬網紅之「擬人化程度」與品牌態度、購買意願、分享意願的關係 59 二、 Instagram貼文設計之「視覺複雜度」與品牌態度、購買意願、分享意願的關係 61 三、 「獨特性需求」之人格特質與品牌態度、購買意願與分享意願的關係 62 四、 虛擬網紅之「擬人化程度」與Instagram貼文設計之「視覺複雜度」之交互關係 65 五、 虛擬網紅「擬人化程度」與消費者「獨特性需求」之交互關係 67 六、 「視覺複雜度」之Instagram貼文設計與「獨特性需求」人格特質之交互關係 69 七、 虛擬網紅之「擬人化程度」、Instagram貼文設計之「視覺複雜度」與「獨特性需求」人格特質之交互關係 72 八、 社會臨場感之中介效果 73 九、 假設推導總結 76 第三章、 研究方法 79 第一節、 研究架構 79 第二節、 實驗設計 80 第三節、 前測 82 一、 前測一:虛擬網紅知名度之調查 82 二、 前測二:高與低擬人化程度虛擬網紅之確認 88 三、 前測三:高與低視覺複雜度Instagram貼文設計之確認 90 第四節、 變項衡量 95 一、 自變項 95 (一) 虛擬網紅之擬人化程度 95 (二) Instagram貼文設計之視覺複雜度 96 (三) 消費者獨特性需求之人格特質 97 二、 依變項 99 (一) 品牌態度 99 (二) 購買意願 99 (三) 分享意願 101 三、 中介變項:社會臨場感 101 第五節、 主實驗刺激物呈現與實驗程序 103 一、 主實驗刺激物呈現 103 二、 實驗程序 105 第四章、 研究結果 107 第一節、 樣本結構分析與敘述性統計 107 第二節、 信度分析 111 第三節、 主實驗操弄性檢定 113 一、 擬人化程度操弄檢定結果 113 二、 視覺複雜度操弄檢定結果 114 第四節、 研究假設之驗證 116 一、 虛擬網紅擬人化程度對消費者行為之影響 119 二、 Instagram貼文視覺複雜度對消費者行為之影響 120 三、 獨特性需求人格特質對消費者行為之影響 121 四、 擬人化程度與視覺複雜度對消費者行為之影響 123 五、 擬人化程度與獨特性需求對消費者行為之影響 123 六、 視覺複雜度與獨特性需求對消費者行為之影響 126 七、 擬人化程度、視覺複雜度與獨特性需求對消費者行為之影響 129 八、 中介效果 130 第五節、 其他問題之回應與分析 137 一、 台灣民眾對於虛擬網紅相關問題之描述性統計 137 二、 虛擬網紅相關問題對於消費者行為之檢定 138 第六節、 研究假設檢定結果彙整 145 第五章、 結論與建議 151 第一節、 研究發現與討論 151 一、 「高擬人化程度」的虛擬網紅對消費者行為有較正面的影響 151 二、 「高視覺複雜度」的Instagram貼文設計能夠引發較佳的購買意願與分享意願 153 三、 「高獨特性需求」的消費者對於虛擬網紅代言會產生較佳的品牌態度、購買意願與分享意願 154 四、 不論哪種「擬人化程度」的虛擬網紅,搭配高與低「視覺複雜度」的Instagram貼文設計,對消費者行為皆不會產生影響 156 五、 對於「高獨特性需求」的消費者而言,在瀏覽「高擬人化程度」的虛擬網紅其貼文時,會產生較佳的品牌態度與分享意願 157 六、 對於「高獨特性需求」的消費者而言,在瀏覽「高視覺複雜度」的Instagram貼文設計,會產生較佳的消費者行為 159 七、 「擬人化程度」、「視覺複雜度」與「獨特性需求」三者交互作用對於消費者行為皆不會產生顯著之影響 160 八、 「社會臨場感」中介「擬人化程度」與消費者行為 162 第二節、 研究貢獻 163 一、 學術貢獻 163 二、 實務建議 165 第三節、 研究限制 166 一、 虛擬網紅的設計 166 二、 研究變項的限制 166 三、 實驗過程的限制 167 第四節、 未來研究方向與建議 168 一、 比較不同社群媒體平台的差異 168 二、 比較真人網紅與虛擬網紅的差異 168 三、 比較古典美學與表現性美學的差異 169 四、 比較不同人格特質對於虛擬網紅的消費者行為 169 五、 探討虛擬網紅與不同產品類別之間的關係    170 參考文獻 171 中文文獻 171 英文文獻 173 附錄一:前測一問卷 225 附錄二:前測二問卷 233 附錄三:前測三問卷 237 附錄四:主實驗問卷 241 附錄五:虛擬網紅貼文內容 250

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