摘要
網紅行銷具有低成本、高擴散效率與病毒式行銷的特徵，近年來隨著網路自媒體平台的蓬勃發展，越來越多企業藉由網紅的高知名度，透過社群網路平臺，以創意廣告代言或直播等方式匯集目標客群，並進行某特定產品的推廣或提升其既有之品牌形象。本研究以現有之品牌管理及行銷理論為基礎，分析產品既有品牌形象、網紅形象與網紅廣告創意，如何決定消費者對於某產品之認同感，以增進後續的消費意願，並藉由台灣地區與中國大陸之跨文化樣本，探討不同的網路媒體市場及網路觀眾，對於網紅的熟悉程度，是否影響網紅行銷的效果。本研究採問卷調查法，問卷發放以台灣及中國地區各年齡層之消費者為對象，共計有效之問卷為319份(台灣205份、中國114份)，並以驗證性因素分析及結構方程模式做為分析工具。研究結果顯示，商品既有之品牌形象、網紅形象、行銷內容創意程度，皆會正向影響消費者對於產品之認同，並進而正向影響購買意圖。本研究的發現具有實務價值，能幫助企業有效利用網紅行銷之手段，提升品牌形象與產品認同度。此外，亦可幫助自媒體工作者了解如何建立具話題性之網路形象，並有效辨識自媒體市場之區隔，從而能在難以數計的網紅市場中脫穎而出，獲得企業的廣告邀約及資金挹注。
關鍵詞：網紅行銷、網紅形象、品牌形象、廣告創意程度、產品認同度、購買意願Abstract
With the rise of self–media, the culture of YouTubers has become a vibrant social phenomenon. YouTuber marketing has been widely used by companies of consumer goods as a marketing endeavor. Compared to the traditional marketing activities, YouTuber marketing, as a new form of viral marketing, is characterized by low cost and high efficiency in market penetration. Through the various multimedia platforms on the Internet, companies can effectively capitalize on YouTubers’ popularity and social influences on a specific group of audience, thereby enhancing their exposure and brand image as well as promoting a certain product. However, marketing research which focuses on YouTuber marketing is still rare. Drawing upon the theories of marketing and brand management, this study investigates how a company’s inherent brand image, YouTubers’ image, and the creativity of YouTubers can jointly influence consumers’ perceived identification and purchase intention. This study furthermore investigates whether the difference in media culture and consumer markets has shown impact on the effectiveness of YouTuber marketing. Through a questionnaire survey, we collected the data from both Taiwan (n=205) and China (n=114), resulting in a sample with 319 participants. Based on structural equation modeling, the results showed that brand image, YouTuber image, and ad creativity can have positive effects on consumers’ purchase intention by means of increasing their perceived brand identification. This study further sheds light on the phenomenon of YouTuber marketing and offers an instruction for companies on how to enhance sales performance and market share by strategically using YouTuber marketing.
Keywords: YouTuber Marketing, YouTuber Image, Brand Image, Ad Creativity, Brand Identification, Purchase Intention