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論文名稱 Title |
社交媒體上的自戀和品牌自拍行 Narcissism and Brand-selfie Behaviors on Social Media: The Mediating Role of Belongingness |
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系所名稱 Department |
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畢業學年期 Year, semester |
語文別 Language |
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學位類別 Degree |
頁數 Number of pages |
49 |
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研究生 Author |
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指導教授 Advisor |
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召集委員 Convenor |
安大衛 Andersson David Emanuel |
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口試委員 Advisory Committee |
雷英瑞 Ryan Brading |
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口試日期 Date of Exam |
2021-08-09 |
繳交日期 Date of Submission |
2021-09-27 |
關鍵字 Keywords |
品牌自拍、自拍、自戀、歸屬感、社交媒體 Brand-selfie, Selfies, Narcissism, Belongingness, Social Media |
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統計 Statistics |
本論文已被瀏覽 117 次,被下載 0 次 The thesis/dissertation has been browsed 117 times, has been downloaded 0 times. |
中文摘要 |
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。 |
Abstract |
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. |
目次 Table of Contents |
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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