影響力贊助揭露與訴求策略之多重動機推理：消費者說服知識、物質主義、抑或自戀？

社群媒體影響者於近幾年迅速成長，許多品牌會與影響者進行贊助合作進行影響力行銷，而影響者發布內容中，贊助揭露的有無以及內容訴求不同，往往會影響到消費者對於產品及影響者的態度及反應，在面對現今法規要求必須揭露贊助的情況下，擬定更好的行銷方案是行銷業者及影響者的重要課題。
本研究將以S-O-R及S-R理論為架構，探討刺激物(S)訊息揭露型態（有無揭露）以及訊息訴求策略（情感訴求及資訊訴求），經過有機體(O)多重動機推理（情感型動機推理以及計算型動機推理），對反應(R)線上參與、產品態度、影響者忠誠度及購買意圖之影響，並加入說服知識（代理知識、主題知識）及個人特質（自戀、物質主義）為調節變數。針對訊息揭露型態以及訊息訴求策略操弄設計2x5共十種實驗情境，並完成搜集416份有效問卷，使用多變量變異數分析(MANOVA)以及偏最小平方法-結構方程模式(PLS-SEM)分析結果。
結果顯示，無揭露以及情感訴求較易引起消費者之情感型動機推理，揭露以及資訊訴求貼文較易引起消費者之計算型動機推理；情感型動機推理對於線上參與以及產品態度具有正向影響，計算型動機推理對於線上參與、影響者忠誠度購買意圖均有負向影響，資訊訴求對消費者線上參與、產品態度、影響者忠誠度、購買意圖皆為正向影響，消費者線上參與對產品態度、影響者忠誠度以及購買意圖有正向影響，代理知識及主題知識分別對訊息揭露型態及訊息訴求策略(S)至多重動機推理(O)有調節效果，自戀及物質主義分別對情感型及計算型動機推理(O)至反應變數(R)有調節效果。期望本研究結果能提供相關業者擬訂影響力行銷策略之參考。

Social media influencers have rapidly grown in recent years, leading to brand sponsorships for influencer marketing. The disclosure of sponsorships and message appeals in influencers' posts greatly affect consumers' attitudes and responses. Compliance with disclosure regulations poses a significant challenge for marketers and influencers.
This study uses the S-O-R and S-R theories as frameworks to examine the impact of stimulus as sponsorship disclosure (disclosed vs. undisclosed) and message appeal strategies (emotional appeal vs. informational appeal) on online engagement, product attitudes, influencer loyalty, and purchase intentions. It also considers the role of organism as multiple motive inference (affective and caculative), and includes persuasion knowledge (agent knowledge, topic knowledge) and personal traits (narcissism, materialism) as moderators. Through 2x5 experimental scenarios, 416 valid questionnaires were analyzed using MANOVA and PLS-SEM.
The findings indicate that non-disclosure posts and emotional appeals tend to evoke affective motive inference, while disclosure posts and informational appeals trigger calculative motive inference. Affective motive inference positively influences online engagement and product attitude, while calculative motive inference negatively impacts online engagement, influencer loyalty, and purchase intention. Informational appeals positively influences online engagement, product attitude, influencer loyalty, and purchase intention. Besides, consumer online engagement has a positive effect on product attitude, influencer loyalty, and purchase intention.
This study provides valuable insights for marketers in developing effective influencer marketing strategies to navigate disclosure requirements and optimize consumer responses