網紅行銷中的自主性、勝任力、關聯性、自我提升與自我啟發：AI 網紅是否比人類網紅更能滿足心理需求？

Abstract

本研究探討 AI 影響者與人類影響者在滿足消費者心理需求方面的差異性影響，基於自我決定理論（Self-Determination Theory, SDT）、自我提升與自我啟發框架，並分析這些差異對消費者購買意圖的影響。研究整合了自主性、勝任力、關聯性、自我提升和自我啟發等核心心理構念，深入探索兩類影響者如何以不同方式滿足這些需求，以及這些差異如何塑造消費者的決策歷程。本研究採用受試者間實驗設計，計劃招募311名受訪者，參與者將隨機觀看包含AI或人類影響者的廣告內容，隨後完成問卷評估其對影響者類型的感知及購買意向。研究數據將透過SPSS進行統計分析，以識別消費者反應的顯著模式與差異。本研究填補了數位行銷領域中關於AI影響者效果的研究空白，不僅為學術文獻提供理論貢獻，也為品牌如何在影響者行銷策略中做出明智選擇提供實證基礎和實務指引。This study examines the comparative impact of AI and human influencers on fulfilling psychological needs, based on the Self-Determination Theory (SDT), Self-Enhancement and Self-Inspiration and their subsequent effect on consumer purchase intention. By integrating key psychological constructs of autonomy, competence, relatedness, self-enhancement, and self-inspiration. The research explores how these needs are satisfied differently by AI and human influencers, and how these variations influence consumer decision-making. Utilizing a between-subjects experimental design, the study involves 311 respondents, who will be exposed to advertisements featuring either AI or human influencers. Participants will then complete a survey evaluating their perceptions of the influencer type and their purchase intentions. The collected data will be analysed using SPSS statistical analysis to identify significant differences in consumer responses. By addressing a relatively unexplored area in digital marketing, this research contributes to both academic literature and practical marketing applications, offering valuable insights into how brands can effectively leverage influencer marketing strategies.