2022-06-012024-05-13https://scholars.lib.ntu.edu.tw/handle/123456789/651999社群媒體影響者所帶來的影響力近來在學術與實務上都是受到高度關注的議題，然而，面對新興科技的不斷出現與外在環境的不斷更迭，想要衡量社群媒體者對於行銷所帶來的影響確實已變得相對困難。本計畫試圖將消費者對於社群媒體影響者愛恨交織的關鍵要素與前因後果劃分為「社群媒體影響者圈粉與顧粉之關鍵要素」和「社群媒體影響者失寵與再造之關鍵要素」兩年期的計畫來進行探索，並納入混合研究取徑來汲取多元而豐富的研究發現。本研究之待解議題包含：(1) 消費者對社群媒體影響者產生正向感受及其內心衍生的心理機制和反應為何？(2) 社群媒體影響者在發生負面事件時，消費者會如何面對和產生相對應的心理評估、情緒反應、以及衍生相對的因應策略？(3) 不同類型的社群媒體影響者，是否會對於消費者帶來不同的影響？待研究完成時，本計畫無論是在理論、方法及實務面向上，均希冀可為社群媒體影響者與影響力行銷的研究領域帶來更多元、有意義且可應用之發現。 Recently, the persuasive power of social media influencers is a popular topic for scholars and practitioners. However, with the emerging new technologies and the changing external environment, it has become relatively difficult to measure the impact of social media influencers on marketing. Via mixed-method approaches, this project attempts to explore the key elements, antecedents and consequences of consumers` love-hate intertwined with social media influencers by designing a two-year project: "Key Elements of Social Media Influencers` Recruiting and Retaining their Fans" and "Key Elements of Social Media Influencers` Disapproval and Reinvention." The major research questions to be solved include: (1) What are the psychological mechanisms and internally derived reactions of consumers that generate positive feelings towards social media influencers? (2) In case of social media influencers’ negative events, how consumers assess and generate corresponding psychological and emotional reactions, and strategies to cope with them? (3) Do different types of social media influencers have different effects on consumers? Upon the completion of this study, I hope to bring more diverse, meaningful, and applicable findings to the field of social media influencers and influencer marketing research, in terms of theory, methodology, and practice.社群媒體影響者影響力行銷刺激–個體心理變化–回應理論使用與滿足理論心流過程評估理論混合研究取徑文字探勘情感分析社群聆聽深度訪談量表建構Social Media InfluencersInfluencer MarketingStimulus-Organism-Response TheoryUses & Gratification TheoryFlow ProcessAppraisal TheoryMixed-Method ApproachesText MiningSentiment AnalysisSocial ListeningIn-depth InterviewsScale Development