當網紅過度曝光：解釋水平與敘事基調如何緩解消費者抗拒？

When Influencers Are Overexposed: How Construal Level and Narrative Tone Alleviate Consumer Resistance?

研究目的：探討解釋水平與敘事基調如何緩解網紅過度曝光的心理抗拒。
研究設計／方法：三個實驗操弄過度曝光與訊息策略，檢驗心理抗拒的中介效應及自我效能感的調節作用。
研究結果：過度曝光引發抗拒並降低追蹤意願；高解釋水平訊息可減少心理抗拒；且低自我效能者對負能量訊息抗拒較低。
研究限制／啟發：本研究以靜態情境模擬，未涵蓋多元曝光來源與動態互動情境，影響生態效度，且情境限於消費者不感興趣之訊息。
理論／實務／社會意涵：過度曝光時，宜採高解釋水平訊息降低抗拒，並依產品屬性調整策略，例如娛樂、美食用負能量吸引共鳴，健康、教育則用正能量激勵行動。
創見／價值：本研究為首次結合解釋水平與敘事基調探討網紅過度曝光議題，並提出自我效能之調節角色。

Purpose–This study investigates how construal level and narrative tone can mitigate psychological resistance triggered by influencer overexposure.
Design/methodology/approach–Three experiments manipulated levels of overexposure and message strategies to examine the mediating role of psychological resistance and the moderating effect of self-efficacy.
Findings–Overexposure increases psychological resistance, reducing followership intention. High-construal level messages mitigate resistance, while low self-efficacy individuals are less resistant to negatively framed messages.
Research limitations/implications–The study employed static scenario-based simulations and did not account for dynamic interaction contexts or multiple exposure sources, which may limit ecological validity. In addition, the scenarios focused on messages presumed to be of low consumer interest.
Practical implications/Social implications–Influencers should use high-construal level messaging to reduce resistance. Message strategies should align with product type–negative messages for entertainment and food, positive messages for health and education.
Originality/value–This study is the first to integrate construal level and narrative tone theories in the context of influencer overexposure, and to propose self-efficacy as a boundary condition in resistance reduction.