網紅推薦對追隨者採納意願之探討：雙路徑心理機制模型

How Does Internet Celebrity Recommendation Affect Followers’Recommendation Adoption Willingness: A Dual-Path Psychological Processing Model

網紅行銷在近年來已成為行銷者必要的能耐。而快速發展的網紅研究仍缺乏一個可以解釋追隨者如何感知、思考、行動以對應網紅企圖的首要通盤機制。為此，本研究從社群媒體使用者觀點出發，提出一雙路徑心理機制模型，以整合探討網紅之推薦的可信度及推薦的吸引力，是否且又如何直接、間接地透過消費者對推薦的信心與好奇心，而增進對推薦產品的採納意願。結果顯示，追隨者的採納決策決定於兩條重要路徑:認知路徑和情感路徑。除了推薦可信度對採納意願的直接效果外，推薦可信度顯著影響消費者對推薦的信心，其又能驅動採納意願。而推薦吸引力則顯著影響消費者對推薦的好奇心，進一步驅動採納意願。再者，在所有的影響因素中，推薦好奇心對推薦採納意願的影響最大。本研究是第一個開發雙路徑心理機制模型以闡釋消費者採納網紅所推薦產品之決定因素的研究。

Recently, the competence of marketers and brands to utilize influencer marketing has become increasingly essential. However, the rapidly-expanding Internet celebrity literature is still in its infancy, and lacks a comprehensive framework that clarifies how followers perceive, think, and behave in response to influencers’attempts. This study proposes a dualpath psychological processing model from the perspective of social media users to examine whether, and indeed how, Internet celebrities’recommendation credibility (RCD) and recommendation attractiveness (RAT) lead followers to adopt their recommendations directly or indirectly through recommendation confidence (RCF) or recommendation curiosity (RCO). The results show that both cognitive and affective perceptional paths determine followers’adoption decisions. In addition to the direct effects of RCD on recommendation adoption willingness (RAW), followers’perception of a recommendation’s credibility has a significant impact on RCF, which in turn drives RAW. Meanwhile, RAT has a significant impact on the perceived RCO, which also, in turn, contributes to RAW. Moreover, RCO has the greatest impact on RAW among all the determining factors. This study is the first to develop a dual-path psychological processing model examining the factors which influence followers’RAW.