| Summary: | 博士 === 國立臺北大學 === 企業管理學系 === 106 === The purpose of this paper is to investigate the impacts of an online celebrity’s thoughts, sharing contents, and responses from other viewers on online users’ intentions to support this cyberstar. The paper also aims to explore the process of users’ pshchological formation through the social influences theory and the moderating role of users’ personality in the model. Questionnaires from an online survey platform were completed by random online users. LISREL 8.80 was performed to examine the related analysises (i.e. confirmatory factor analysis, structual model evaluation, and moderating effects evalution) of this conceptual model. All the hypotheses are supported expcept for the effect of contents innovativeness on user’s identity appraisal. Among the six antecedents, cyberstar’s credibility, contents inspiration, and the valence of other viewers’ positive responses have the stronger positive effects on identity appraisal and inforamtion appraisal, which in turn positively affect user’s support intentions. The results enhance the understandings in the impact of online celebrities and consequently indicate the importance of social influences process to users’ intentions to support online celebrities. Specifically, the results raise issues that address the necessity for attributes of sharing contents and further distinguish the norms from other viewers into responses valence and volume to extently discuss exteral factors. The research survey adopted single priod data collection from single respondent, which may restrict causal relaionships verification of the hypothesises and increase common method bias. This article provides social media practitioners and marketers with some suggestions and guidelines to strengthen viewers’ positive perceptions and psychological evaluations toward online celebrities to facilitate the efficiency of endorsements indirectly. Through investigating the concepts and relationships in this conceptual model, the study makes some contributions to academy and practice related to online celebrity literature.
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