網紅行銷是否影響Z世代閱聽眾消費習慣之研究

ASIA unversity > 資訊學院 > 資訊傳播學系 > 博碩士論文 > Item 310904400/113715

Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/113715

Title:	網紅行銷是否影響Z世代閱聽眾消費習慣之研究 Research on Whether Celebrity Marketing Affects the Consumption Habits of Gen-Z Readers
Authors:	張旭里 CHANG, HSU-LI
Contributors:	資訊傳播學系
Keywords:	網紅;Z世代;網紅行銷;消費習慣 Internet celebrity;Gen-Z;Internet celebrity marketing;Consumption habits
Date:	2022-07-28
Issue Date:	2022-10-31 04:04:30 (UTC+0)
Publisher:	亞洲大學
Abstract:	網際網路越來越盛行，透過積極經營社群平台提升自身知名度的網紅越來越多，其中許多網紅也是以此為業，透過廠商邀約廣告來賺取收益。透過社群平台、網紅作為行銷媒介已經成為近年來企業經營策略不可忽視的一環。根據台灣網路資訊中心的《2020台灣網路報告》，現今社群平台的使用率為80.1%，網路服務使用率較高的前五項項目中，社群平台僅低於通訊服務的95.3%以及網路新聞的80.3%，顯示民眾使用網路瀏覽社群平台的比例非常高;在社群平台的使用率上以Z世代(12-24歲)的民眾以及Y世代(25-39歲)的民眾最高，皆高達九成以上，分別為95.6%以及92.5%，這也指出目前具有高度消費影響力的族群都在這裡面，也建議企業、店家要經營自己的平台，接下來為40-55歲的79.5%，以及56歲以上的54.4%，所以本研究將12-39歲的年輕族群作為重點研究對象的年齡層。經過問卷調查分析，網紅行銷對消費者產生影響為能夠有效的讓消費者接觸到業配內容、讓更消費者認識到更多曝光度不高的品牌或者商品，不會因為網紅的知名度而提高消費意願，反而折扣活動和高實用性的產品才能提高消費意願。本研究的目的是為了探討網紅行銷對於消費者消費行為的影響，以12-39歲的年輕族群消費者最為研究對象，探討相關文獻，歸納出消費者心理因素、社交平台的差異、消費者的消費習慣、態度與社群平台行銷成效之調查研究。 Internet is becoming more and more popular, and there are more and more Internet celebrities who are actively operating social platforms to increase their popularity. Many of these Internet celebrities also do this and earn money through manufacturers' invitation to advertise. The use of social media platforms and internet celebrities as marketing media has become an integral part of corporate business strategies in recent years.According to the "2020 Taiwan Internet Report" by the Taiwan Internet Information Center, the current utilization rate of social platforms is 80.1%. Among the top five items with high Internet service utilization rates, social platforms are only lower than 95.3% of communication services. % and 80.3% of online news, showing that the proportion of people using the Internet to browse social platforms is very high; in terms of the usage rate of social platforms, people aged 12-24 and people aged 25-39 are the highest, both as high as nine 95.6% and 92.5% respectively. This also points out that the ethnic groups with high consumption influence are all in it. It is also recommended that companies and stores operate their own platforms, followed by 79.5% of the 40-55-year-olds, and 54.4% over the age of 56, so this study will focus on the age group of young people aged 12-39.After the questionnaire survey and analysis, the influence of Internet celebrity marketing on consumers is to effectively allow consumers to contact the content of the industry, and let more consumers know more brands or products with low exposure. It will not be because of the popularity of Internet celebrities. In order to increase the willingness to consume, discount activities and highly practical products can increase the willingness to consume.The purpose of this study is to explore the influence of online celebrity marketing on consumer behavior, with young consumers aged 12-39 as the most research objects, discuss relevant literature, and summarize consumer psychological factors, differences in social platforms, consumer A survey of consumer habits, attitudes and social platform marketing effectiveness.
Appears in Collections:	[資訊傳播學系] 博碩士論文

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