粉絲與網紅的擬社會互動對衝動性購買的影響

The Influence of the Para- Social Interaction between Fans and Internet Celebrities on Urge to Buy Impulsively

伴隨著社群媒體的蓬勃發展，出現了新型態的網路創作者（又稱網紅）。大多數人會使用社群媒體看直播打發時間、購物等，促進擬社會互動，把直播主當成朋友。此外，網紅也利用相關的業配來吸引粉絲購買服務或產品，從而創造利潤。然而，目前的研究還沒有研究依賴性、認知信任和情感信任等中介因素和其他後續的因素。
因此，為了改進架構，本研究將社會吸引力、外表吸引力、同質性、專業性為網紅特質，探討粉絲與主播之間的擬社會互動和依賴性是否可以促進信任和衝動性購買。結果發現，依賴性的前面因素都是顯著的，但外表吸引力除外。擬社會互動對認知信任和情感信任有正向影響，對衝動性購買有正向影響。本研究成果提供一些建議給各大行銷業者制定有效行銷策略，以及為日後研究提供一個更完善的架構。

With the vigorous development of social media, new types of online creators (also known as online celebrities) have emerged. Most people will use social media to watch the live stream to kill time, shop, etc., promote para-social interaction, and regard live streamers as friends. In addition, Internet celebrities also use related advertorial to attract fans to purchase the services or products to create profits. However, the current research has not studied the intermediate factors and subsequent factors like dependence, cognitive trust, and emotional trust.
Therefore, to improve the structure, this study combines social attractiveness, physical attractiveness, similarity, and expertise as the characteristics of internet celebrities, and explores whether the para-social interaction and dependency between fans and live streamers can promote trust and urge to buy impulsively. In this research, the relationship between these variables and the effect were indicated. The result found that the antecedents of the dependency are all significant except physical attractiveness. The Para-social interaction has a positive impact on cognitive trust and affective trust which have a positive impact on impulse buying. The result of the R-square showed over the recommended value. The expected results of this research can provide major marketers formulation of effective marketing strategies and provide a more complete structure for future research.