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姓名 李 珊(LE NGOC BICH THUY ) 電子郵件信箱 E-mail 資料不公開
畢業系所 人力資源管理全英語碩士學位學程(Global Human Resource Management English MBA Program)
畢業學位 碩士(Master) 畢業時期 109學年第2學期
論文名稱(中) 社交媒體上的自戀和品牌自拍行
論文名稱(英) Narcissism and Brand-selfie Behaviors on Social Media: The Mediating Role of Belongingness
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    紙本論文:3 年後公開 (2024-09-27 公開)

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    論文語文/頁數 英文/49
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    摘要(中) 隨著技術的快速發展和廣泛應用,越來越多的人在社交媒體上拍攝和分享照片。因此,這一現象正吸引著眾多營銷專家和學術學者。儘管最近的研究調查了自戀作為發布自拍的預測因素,但缺乏關於自戀與品牌自拍行為不同向度之間關係的經驗證據,以及這種關係背後的中介因素。因此,本研究使用回歸和相關分析來檢驗自戀對品牌自拍行為的實證影響,以及這種關係的潛在中介一歸屬感。研究結果顯示,自戀與社交媒體上品牌自拍行為的所有向度都呈現正向相關。此外,歸屬感在自戀與品牌自拍行為之間具有仲介作用。本研究的結果有助於理解品牌自拍行為的預測因素,並做為未來研究的參考。
    摘要(英) With the rapid development and widespread availability of technology, an increasing number of individuals are taking and sharing photos on social media. Thus, this phenomenon is attracting many marketing experts, and academic scholars. Although recent studies have investigated narcissism as predictor of posting selfies, there is a scarcity of empirical evidence linking narcissism to different dimensions of brand-selfie behaviors, and as well as the mediating mechanism underlying this relation. As a result, this study uses simple linear regression and correlation analysis to examine the empirical impacts of narcissism on brand-selfie behaviors, and a potential mediator of this relation – belongingness. The results indicated that narcissism is positively associated with all dimensions of brand-selfie behaviors on social media. In addition, belongingness mediates the link between narcissism and brand-selfie behaviors. Findings of this study adds to a better understanding of the predictors of brand-selfie behaviors and lay the foundation for the future research.
    關鍵字(中)
  • 品牌自拍
  • 自拍
  • 自戀
  • 歸屬感
  • 社交媒體
  • 關鍵字(英)
  • Brand-selfie
  • Selfies
  • Narcissism
  • Belongingness
  • Social Media
  • 論文目次 Table of Contents
    Thesis Validation Letter i
    Acknowledgement ii
    摘要: iii
    Abstract iv
    Table of Contents v
    Table of Figures vii
    Table of Tables viii
    Introduction 1
    Scope of Study 3
    Research Questions 4
    Research Structure 5
    Theoretical Background and Hypothesis Development 7
    Theoretical Background 7
    Selfie as a form of self-presentation on social media 7
    Brand-selfie 9
    Narcissism 12
    Belongingness 14
    Hypotheses Development and Model 15
    Research Question and Hypotheses Development 15
    Conceptual model 20
    Methods 21
    Participants 21
    Measures 22
    Procedure 24
    Results 25
    Validity and Reliability 25
    Preliminary Analysis 26
    Testing for Main Effect 28
    Testing for Mediation Effect 29
    Conclusions 30
    Theoretical Implications 30
    Practical Implication 31
    Limitations and Future Research 31
    References 33
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    口試委員
  • 安大衛 - 召集委員
  • 雷英瑞 - 委員
  • 金志衍 - 指導教授
  • 口試日期 2021-08-09 繳交日期 2021-09-27

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