臺灣博碩士論文加值系統

本研究探討Instagram KOL的可信度對消費者觀感以及奢侈化妝品的購買意願的影響。一共對506名受訪者進行調查。使用探索性因素分析（EFA）和驗證性因素分析（CFA）進行數據分析並透過結構方程模型（SEM）驗證相關變量之間的關係。研究結果顯示，KOL的可信度對於提升品牌態度，自我品牌聯結，第三人感知和品牌關係品質的重要。
這項研究的成果可以加速品牌在網絡環境中製定營銷策略和提高品牌營銷傳播的有效性。此外，該研究還有助於更好地了解Instagram KOL可信度對奢侈化妝品的影響。該研究有助於擴展特定研究領域的現有知識，並可幫助奢侈化妝品和其他相關行業營銷人員了解消費者的觀點以及能夠以更高效的方式引導其購買意願的因素。此外，本研究還評估了社交媒體平台上在線人際關係具體運作的現有知識。

The current study develops from the previous studies by examining the consequence of Instagram key opinion leader credibility on their followers’ perspective and purchasing intention toward the luxury cosmetic product. This conceptual model is developed and survey on a sample of 506 respondents. The developed model aims to better understand the effects of the credibility of Instagram key opinion leader has on the consumer perspective and the impact on consumer purchase intention. Data analysis was performed using exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). For examination, the substantive hypotheses and discriminated a model interrelated Structural equation modeling (SEM) was applied to relationships among the relevant variables. The model demonstrates an acceptable fit to the data. Overall, this study indicates that the credibility of key opinion leader as an important in enhancing brand attitude, self-brand connection, third-person perception, and brand relationship quality.
The outcome of this study can expedite brands in developing marketing strategies and improve the effectiveness of brand marketing communication in an online context. In addition, the research also helps to better understand the impact of Instagram key opinion leader credibility, with regarding to luxury cosmetic. This study contributes to expanding the existing knowledge in the given area of studies and can help luxury cosmetic and other relate industry marketer to perceive consumers’ perspective and the factors that can lead their purchase intention in a more productive way. Moreover, this study also evaluates to the existing knowledge on the specific workings of interpersonal relations online in a social media platform.

Table of Contents
ACKNOWLEDGEMENT ............................................................................................. ii
ABSTRACT iii
中文摘要 iv
TABLE OF CONTENTS v
LIST OF TABLES viii
LIST OF FIGURES ix
CHAPTER I. INTRODUCTION 1
1.1. Introduction 1
1.2. Research objective 2
1.3. Disposition 2
CHAPTER II. LITERATURE REVIEW 4
2.1. Key Opinion Leader (KOL) 4
2.2. Luxury Cosmetic 5
2.3. Self –Brand Connection 7
2.4. Brand Relationship Quality 8
2.5. Purchase Intention 9
2.6. Source Credibility 10
2.7. Third-Person Perception 11
2.8. Attitude Toward Brand 12
CHAPTER III. METHODOLOGY 13
3.1. Qualitative Method 13



3.2. Quantitative Method 13
3.2.1. Variables 13
3.2.1.1. Independent variables 13
3.2.1.2. Dependent variables 13
3.3. Instagram 13
3.4. Participant Recruitment 14
3.5. Research Hypothesis 16
3.6. Conceptual Framework 19
3.7. Data Analysis 19
3.8. Research Instrument 19
3.9. Research Instrument Validation 27
3.9.1. Sampling and data collection 27
3.10. Dimensionality, Reliability, and Validity Testing 27
3.10.1. Research instrument reliability 27
3.11. Research Instrument Validity 29
3.12. Confirmatory Factor Analysis (CFA) and Convergent Validity 29
CHAPTER IV. RESEARCH RESULTS AND ANALYSIS 41
4.1. Sample Demography 41
4.2. Instagram KOL’s Source of Credibility 44
4.3. Structural Equation Model Analyses 44
4.4. Hypotheses Testing for Proposed Models 45
4.5. Simple Discussion 49



CHAPTER V. CONCLUSION 50
5.1. Conclusion 50
5.2. Theoretical Implication 51
5.3. Practical Implication 54
5.4. Limitations and future research suggestion 56
REFERENCE 58
APPENDIX I 69
The questionnaire of Examining the Consequences of Instagram KOL Credibility on Luxury Cosmetic Purchase Intention 69
APPENDIX II 78
The Reference Photo of 5 Specific KOLs Instagram’ Instagram Post From Their Account 78

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