Global ETD Search

1	How Chinese internet celebrity influences consumers’ attitude to purchase on E-commerce. : In the case of internet fashion celebrity Dayi Zhang Li, Ying, Cai, Qian January 2019 (has links) Problem/Purpose: Internet celebrities have shown huge commercial value by operating their E-commerce in the Chinese market. This article aims to research How Chinese internet celebrity influences consumers’ attitude to purchase on E-commerce. Method: The Primary data is collected by semi-structured interviews with consumers who followed the internet celebrity and bought products from her online stores. Meanwhile, word frequency analysis of posted context and comments on the internet is proceeded to conduct secondary data to support findings. Findings: Our findings show that the traditional source attractiveness, expertise, and involvement of celebrity are important to impact on the consumers’ attitude and drive to purchase behavior. However, source trustworthiness is not essential, and the perceived trustworthiness is limited in specialized fields (e.g. fashion) and is hard extend to other areas (e.g. cosmetics). Furthermore, perceived authenticity will reinforce trustworthiness and intimacy, and perceived interconnectedness will result in frequent and regular buying habit. Implementation: This research can serve to internet celebrities who are running or intend to start their E-commerce in China. Moreover, it is hoped this study of internet celebrity Ecommerce in China can serve for future comparative studies of internet celebrity globally. Internet celebrity Source credibility Consumer attitude Purchase intention Business Administration Företagsekonomi
2	"Vi är vanliga människor" : En studie av hur YouTube-kändisar framställer sig själva för att lyckas med sitt kändisskap Stiglund, Sara January 2017 (has links) I det samhälle vi idag lever i ses offentlighet som statussymbol och värdemätare vilket gjort att människor, för att lyckas, måste skapa personliga varumärken. Internet har förenklat skapandet och spridandet av dessa personliga varumärken eftersom det på sociala medier finns verktyg att använda för att skapa en publik personlighet. Den här uppsatsen handlar om hur skapandet av den publika personligheten gett upphov till ett nytt slags kändisskap med primärt fokus på det kändisskap som är sprunget ur arbetet med personliga YouTube-kanaler och marknadsföring i sociala medier. Uppsatsens syfte är att undersöka det kändisskap som kan uppstå genom användandet av personliga YouTube-kanaler utifrån tre frågeställningar vilka är vad karakteriserar YouTube-kändisskapet, hur framställer YouTubers sig själva samt hur ser relationen mellan YouTuber och följare ut. Genom observationer av två av Sveriges största YouTube-kanaler kan denna studie visa hur YouTube-profilerna skapat en publik personlighet för andra att konsumera och hur de använder sig av intrycksstyrning och självpresentation för att lyckas med det. Det visar sig också att den publika personligheten ska vara en äkta och autentisk bild av deras vanliga jag. YouTubers använder sig av intrycksstyrning för att uppfattas som vanliga människor som utan ansträngning fått en stor publik men i studien framgår också hur medveten marknadsföring är en del av kändisskapet. Vidare kan studien också visa hur YouTuberns relation till sina följare är viktig för kändisskapet i stort eftersom den utgör kändisskapets vara eller icke-vara. Slutligen har studien kunnat beskriva hur YouTubers genom sitt kändisskap uppnått unika livsmöjligheter tack vare sin offentlighet. YouTube YouTube celebrities internet celebrity impression management micro-celebrity YouTube YouTube-kändisar internetkändisskap intrycksstyrning mikrokändisskap Social Sciences Samhällsvetenskap
3	網路名人蛻變過程—從互動性到媒介特性 / The Process of Becoming Internet Celebrity in Taiwan-from interactivity to media properties 顏婕妤, Chieh, Yu Yen Unknown Date (has links) 本文宗旨在於闡析、幫助網路創作者深入調查，除了創作之外，如何從精準運用媒體特性、持續與閱讀者互動裡，一步步蛻變為網路名人。線上社群網絡提供了虛擬世界，讓個人得以紓發思想、意見或創作，也讓一些網路創作者，在持續的深耕作品與他人的互動關係下，逐漸累積出一定規模的粉絲數及網路能見度。本文也探討在台灣現況的社會、文化脈絡下，網路創作者如何慢慢累積、獲得不同的社會資本、進而成為網路名人。這篇研究採取半結構式面談，汲取六個成功經營的網路名人親身經驗，希望能全面且完整的提供台灣網路名人的蛻變面向。 / The present research aims to investigate how to positively help online content creators become Internet celebrities besides from continuously produce contents---by appropriately utilizing different characteristics of social medium and constantly interacting with the audience in Taiwan. Online social networks have provided a cyber space for everyone to express thoughts/opinion/creation, some content creators have gained loads of followers, fans and visibility due to continuously developing and cultivating the content and relationships. This study examines the process of how online content creators acquire social capital through practical performance to the path of becoming Internet celebrities with a strong focus on the social and cultural contexts in Taiwan. To fulfill the purpose, this study conducts face-to-face semi-structure interviews with six successful online content creators, in the hope to develop comprehensive understanding of the process and factors of becoming Internet celebrities in Taiwan. 網路名人互動性社會資本社群媒體 Internet celebrity Interactivity Social capital Social media
4	Influencer marketing: What if everything revolves around the consumer’s self-esteem : A study about the purchasing behaviour of Swedish women in relation to influencer marketing Egertz, Linnea, Almström, Jonathan, Truong, Benny January 2019 (has links) This thesis examines how female consumers’ self-esteem may impact an influencer’s ability to create a purchase through suggesting and testing a developed conceptual model. The Source credibility model, Similarity and Tie-strength were utilized as underlying theoretical frameworks. Five different independent variables were identified; Source- Attractiveness, Trustworthiness, Expertise, Similarity, and Tie-strength, which were evaluated in relation to the dependent variable; Purchase intention. Lastly, Self-esteem was introduced as a moderating variable. The goal with the conceptual model was to gain a deeper understanding of how a consumer’s self-esteem may affect their purchasing behavior, as well as which factors that may influence their purchase intention. A quantitative research method was used, and ten hypotheses were developed from the conceptual model. To test the hypotheses and answer the research questions, a questionnaire was distributed with the use of snowball sampling. Overall, 1029 Swedish females who followed an influencer on a social media participated in the survey. It was stated in the results and the analysis that all five independent variables had a significant positive relation on the consumer’s purchase intention. However, data shows that a consumer’s self-esteem solely had a relation on two of the five independent variables; Trustworthiness & Tie-strength. Trustworthiness was found to have a negative relation to the purchase intention, while Tie-strength was found to have a positive relation. A content analysis was conducted in order to identify other factors that the participants in the survey felt had a significant impact on why they followed their favorite influencer. The result of the content analysis identified two more factors that may impact the ability of an influencer to create a purchase. These were the Entertainment value and the Core values of the influencer. Word of mouth marketing internet celebrity influencer influencer marketing endorser followers social media source credibility source credibility model self-esteem tie strength similarity purchase intention Business Administration Företagsekonomi
5	時尚設計之著作權保護-以服裝設計為中心游皓婷, Yu, Haw Tyng Unknown Date (has links) 時尚設計師出面控訴快時尚品牌抄襲的新聞層出不窮，不乏設計師出面指稱現行法規對其保護不足，而時尚設計、服裝設計領域近期不斷以新穎之技術、手法融入設計當中，呈現出更多以往不可能呈現的造型，使得服裝設計越來越像藝術品，並不單單只是為了使人穿著，進而引發是否有必要將服裝設計與傳統藝術作品區別保護之爭辯。根據美國國會2016年的報告顯示，全球時尚產業每年產值約1.75兆美金，過去曾有紡織王國美稱的台灣，也開始從過去的委託製造（OEM）致力轉型於委託設計製造（ODM），至今努力發展自有品牌（OBM），如何成功打入國際為本土品牌未來應努力之方向。歐盟地區有歐盟共同體設計規定，予以服裝設計周全之設計權保護；美國則長期受制於實用性物品原則之可分離性判斷，而長期無法提供服裝設計之著作權保護；我國雖未明文不予服裝設計著作權保護，但也長期處於不明確之狀態。對設計師而言，不明確之保護即為一不確定風險，將阻礙具創意的新設計之出現，此為台灣推行文化創意產業、將本土品牌推向國際、培育新一代設計師所需解決之問題。本研究主要分為五章，除第一章為緒論外，第二章為時尚設計產業與國際保護現況之概述，第三章主要論述美國著作權法基本結構且以服裝設計為重心，並就前述基礎由實務案例加以歸納評析美國實務對於服裝設計著作權保護之態度，第四章主要論述我國著作權法基本結構且以服裝設計為重心，並就前述基礎藉由實務案例加以歸納評析我國實務對於服裝設計著作權保護之態度，第五章提出本研究之結論與建議。經研究發現著作權法並非全然對於服裝設計不予以保護，僅係因立法政策與解釋論上之不穩定見解，導致保護的不確定性，希望透過此篇論文能夠提供我國主管機關解釋上之建議。 / Nowadays, copycat, knock-off accusements appear frequently within fashion design industry. Some of the scholars, industrial representors comment that fashion design is not copyrightable and shall not be protected. However, it is indisputable that fashion is an innovative and orginal form of art. Furthermore, fahion design consists of artisic expression and other unique features. Thus fashion designers and other kind of artists shall not be treated unfairly. This study focuses on copyright protection both in Taiwan and United States. And discuss to what extent shall we protect garment design and how we can seafeguard talented fashion desingers’s creative works. The study is divided into five parts. The first part is the introduction part. The second part is talking about the featues of fashion design industry and international rules which are related to fashion design. The third part focuses on copright law, domestic theoretical legal analysis and cases on garment design infringement lawsuits in the United States. The fourth part focuses on copright law, domestic theoretical legal analysis and cases on garment design infringement lawsuits in Taiwan. In the end, this study provides several suggestions for the Taiwanese adminstrtion agencies and juditial authorities. 時尚產業時尚設計服裝設計著作權法設計專利網紅 DPPA IDPPPA IDPA 仿製原創性實質近似 TRIPS協定伯恩公約歐盟共同體設計指令歐盟共同體設計規則可分離性判斷美術工藝品應用美術著作 Fashion industry Fashion design Garment design Copyright Design patent Internet celebrity DPPA IDPPPA IDPA Knock-off Originality Substantial similarity TRIPS agreement Berne Convention Separability Artistic handicraft Applied art

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