從娛樂到背書－網紅職能、信任與網路口碑之ELM模型驗證－以分裂的數位政治市場為例

Entertainment to Endorsement How Influencer Competencies Shape e WOM through Trust An ELM Test in a Divided Digital Political Marketplace

在數位政治傳播日益兩極化的背景下，本研究旨在探討政治網紅（Political Social Media Influencers, PSMIs）的說服機制。本研究整合了推敲可能性模型（ELM）與信任移轉理論，檢驗網紅的「內容規劃能力」（對應中央路徑）與「互動能力」（對應邊陲路徑）如何透過「網紅可信度」與「政黨信任」的連續中介，最終影響「網路口碑」（e-WOM）行為。

本研究採用量化問卷調查法，針對台灣861位有效選民進行資料蒐集，並採用PLS-SEM進行多群組分析（MGA），比較「傳統政黨支持者」、「民眾黨支持者」與「無政黨好感者」三群體之路徑差異。

研究發現，將所有選民視為同質群體的「整體模型」結果具有誤導性。MGA分析顯示了截然不同的三種說服路徑：(1)「傳統政黨支持者」主要依循中央路徑，其信任顯著受「內容規劃能力」驅動；(2)「民眾黨支持者」則依循邊陲路徑，其信任顯著由「互動能力」驅動；(3)「無政黨好感者」展現了「信任防火牆」效應，其「網紅可信度」無法成功轉移為「政黨信任」，導致說服鏈中斷。

本研究證實，政治傾向不僅決定選民偏好哪條ELM路徑，更決定了說服模型「是否成立」。研究結果對政治傳播的「分眾溝通」策略具有重要實務意涵，揭示了在分裂的市場中，採用「一體適用」的說服策略將導致無效。

 

Against the backdrop of increasing polarization in digital political communication, this study investigates the persuasion mechanisms of Political Social Media Influencers (PSMIs). Integrating the Elaboration Likelihood Model (ELM) and Trust Transfer Theory, we examine how influencer competencies-conceptualized as "Content Planning" (Central Route) and "Interaction" (Peripheral Route)-shape electronic word-of-mouth (e-WOM) via a serial mediation of "Influencer Trust" and "Political Party Trust."

The study employs a quantitative survey (n=861) in Taiwan and utilizes PLS-SEM with Multi-Group Analysis (MGA). We compare the persuasion paths across three distinct voter segments: "Traditional Party Supporters," "TPP (Taiwan People’s Party) Supporters," and the "Politically Alienated."

Results demonstrate that the aggregate model (treating all voters as homogenous) is misleading. The MGA reveals three distinct persuasion models: (1) Traditional Party Supporters follow a Central Route; their trust is significantly driven by "Content Planning." (2) TPP Supporters follow a Peripheral Route; their trust is exclusively driven by "Interaction." (3) The Politically Alienated exhibit a "Trust Firewall"; the critical trust transfer path (Influencer Trust → Party Trust) is non-existent, causing the entire persuasion chain to fail.

This study contributes to ELM by demonstrating that political tendency, as a proxy for motivation, not only determines which persuasion path is preferred but whether the persuasion model holds at all. Findings highlight the futility of "one-size-fits-all" political communication, providing critical insights for segmented strategies in a polarized era.