社群影響者個人品牌之雙元路徑影響

Unleashing the Power of Social Media Influencers on Direct-to-Consumer Brands

本研究從認知型信任與情感型信任的角度，探討社群媒體影響者品牌與其追隨者之間的關係機制。透過引用來源可信度理論、準社會關係理論及說服知識模型，本研究鑑別了該機制的關鍵前因，並探討這些前因如何影響品牌信任與資訊診斷性，進而影響對影響者品牌的購買意圖。此外，本研究進一步檢視了感知自利動機的調節作用，提供有價值的見解。本研究採用PLS-SEM方法，分析402份有效樣本以驗證研究假設。研究結果顯示，吸引力對於建立影響者品牌與追隨者關係並不顯著。感知自利動機強化了專業性對情感型信任（即品牌信任）的影響，但削弱了電子口碑(eWOM)對認知型信任（即資訊診斷性）的影響。本文提出理論與實務上的啟示，為行銷人員及專業人士提供實用的見解，並對現有文獻做出貢獻。

This study investigates the relationship mechanism between social media influencers’brands and their followers from the perspective of cognition-based and affect-based trust. By identifying the critical antecedents of the mechanism, drawing upon source credibility theory, parasocial relationship theory, and the persuasion knowledge model, we explore how these antecedents influence brand trust and information diagnosticity and, subsequently, purchase intentions toward influencer brands. The moderating effect of perceived self-serving motives is further examined to provide insightful implications. Employing PLS-SEM, this study analyzes 402 valid samples to test the hypotheses. The findings indicate that attractiveness is not prominent in developing influencer brand–follower relationships. Perceived self-serving motives strengthen the effect of expertise on affect-based trust (i.e., brand trust) but weaken the effect of eWOM on cognition-based trust (i.e., information diagnosticity). Theoretical and practical implications are presented, equipping marketers and professionals with actionable insights and contributing to existing literature.