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系統識別號 U0026-1401202023565400
論文名稱(中文) The Behavioral Effect of Disclosing Influencer Sponsored Content to Instagram User
論文名稱(英文) The Behavioral Effect of Disclosing Influencer Sponsored Content to Instagram User
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所
系所名稱(英) Institute of International Management
學年度 108
學期 1
出版年 108
研究生(中文) 梁智恩
研究生(英文) Ji Eun Yang
學號 RA6077078
學位類別 碩士
語文別 英文
論文頁數 60頁
口試委員 指導教授-溫敏杰
口試委員-林彣珊
召集委員-李國榮
中文關鍵字 none 
英文關鍵字 Sponsorship disclosure  Influencer marketing  Cognitive resistance  Affective resistance 
學科別分類
中文摘要 none
英文摘要 With a rising number of Instagram users, Instagram has become a marketing tool of organizations. For influencer marketing, sponsorship disclosure is a critical issue to consider. This study investigates the effects of sponsorship disclosure on Instagram user’s brand attitude and purchase intention. In order to identify these effects, resistance theory and persuasion knowledge model were integrated. This research used an online experiment and found that activated persuasion knowledge of Instagram users had a positive response of cognitive (source of derogation) and negative response of affective (negative affect). Based on the results, theoretical and managerial contributions and as well as future research are discussed.
論文目次 ABSTRACT I
ACKNOWLEDGEMENTS II
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES VIII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.1.1 Social Media Influencer. 1
1.1.2 Influencer Marketing. 3
1.1.3 Sponsorship Disclosure. 4
1.2 Research Objectives and Research Gap. 5
CHAPTER TWO LITERATURE REVIEW 7
2.1 Persuasion Knowledge. 7
2.2 Resistance Toward Sponsored Instagram Influencer Post. 8
2.3 Cognitive Resistance. 9
2.4 Affective Resistance. 11
2.5 The effect of the attitude towards the brand and behavioral intentions 13
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 15
3.1 Research Framework. 15
3.2 Summary of Hypotheses. 16
3.3 Definition of Variables. 17
3.4 Experiment Design and Procedures. 17
3.4.1 Stimulus Material. 19
3.5 Measurement. 21
3.6 Control Variables. 23
3.7 Sampling Plan. 24
3.8 Methods of Analysis. 24
3.8.1 Descriptive Statistical Analysis. 24
3.8.2 Common Method Bias. 25
3.8.3 Confirmatory Factor Analysis (CFA). 25
3.8.4 Structural Equation Modeling (SEM). 25
CHAPTER FOUR RESEARCH RESULTS 27
4.1 Pilot Test Result. 27
4.2 Main Study Result. 30
4.2.1 Data Collection. 30
4.2.2 Respondents Demographics. 30
4.2.3 Descriptive Statistics. 33
4.2.4 Common Bias Method. 35
4.2.5 Sponsorship Disclosure CFA Model Result. 38
4.2.6 No Sponsorship Disclosure CFA Model Result. 39
4.2.7 Goodness of Fit Index SEM Result. 44
4.2.8 Summary of Hypotheses Testing Results. 46
4.2.9 Total effect of SEM Result (Comparable model). 49
4.2.10 Mediation Effect. 50
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 53
5.1 Research Discussion. 53
5.2 Theoretical and Managerial Contribution. 55
5.3 Research Limitations and Future Research. 56
REFERENCES 57
APPENDICES 60
Appendix 1: 60
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