Exploring the Influence of Internet Celebrity Credibility with Theory of Reasoned Action : Taking 「Li Ke Tai Tai」 as an Example

• Main Authors: PAN, HUNG-NING, 潘虹寧
• Other Authors: HSU, LI-LING
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/ez63s2

碩士 === 國立高雄科技大學 === 資訊管理系 === 107 === Today’s media, from the very beginning, the Internet Celebrity who specialize in writing articles on Yahoo Blog, E-sport player who specialize in E-sport live broadcasts, recording different types video to share lifestyle of YouTuber, the live broadcasts master interacting with the audience and those Tik TOKER just pop up in this two years. In this fascinating generation of internet celebrity , the charm of the internet celebrity and their image will influence whether the user continues to believe the information released by them. This study considers internet celebrity as a website that disseminates information, using “rational behavior theory” to understand whether the readers have an impact on the various information, video and post published by the internet celebrity. Exploring the readers will further affect user loyalty and continued use intentions cause the credibility of the internet celebrity. This study is taking “ Li Ke Tai Tai” the top one in 「2018 fastest growing publisher」 published by YouTube as a study subject, this internet celebrity’s channel only take one year to achieved 1 million subscriber, higher then other popular-science internet celebrity those who take many years. This study using SmartPLS3.2.8 analyze software system to statistical analysis with a total 600 valid surveys was collected and the results show that each hypothesis has a positive and significant impact.