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研究生:沈彥辛
研究生(外文):SHEN, YAN-SHIN
論文名稱:KOL和KOC對消費者購買決策影響之研究與比較
論文名稱(外文):A Study and Comparison of the Influence of KOL and KOC on Consumer Behavior Intention
指導教授:黃種傑黃種傑引用關係
指導教授(外文):HUANG, CHUNG-CHIEH
口試委員:曹修源林慶昌
口試委員(外文):TSAO, HSIU-YUANLIN, CHING-CHANG
口試日期:2024-05-02
學位類別:碩士
校院名稱:臺北城市科技大學
系所名稱:電子商務研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2024
畢業學年度:112
語文別:中文
論文頁數:116
中文關鍵詞:KOLKOC廣告效果購買意願購買決策
外文關鍵詞:KOLsKOCsadvertisingeffectivenesspurchase intentpurchasing decisions
相關次數:
  • 被引用被引用:0
  • 點閱點閱:17
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  • 下載下載:3
  • 收藏至我的研究室書目清單書目收藏:0
隨著互聯網技術的飛速發展和廣泛普及,越來越多企業以社群媒體為平台,透過KOL(Key Opinion Leader,關鍵意見領袖)和KOC(Key Opinion Consumer,關鍵意見消費者)的影響力向消費者推廣產品或服務,提高產品曝光率和知名度,已成為很多企業網路行銷的主要方式。
相較於傳統廣告,企業利用大數據分析結果區隔目標客群,挑選對目標客群具有一定影響力的KOL或KOC作為產品代言人,透過社群媒體平台增加閱聽者黏著度和消費者轉化率,借助社群媒體後台追蹤數據策劃廣告推廣活動,既提高了廣告投放的精準度和有效性,也有助於及時有效調整行銷策略。
本研究以消費者為調查對象,通過分析比較KOL、KOC可信度和忠誠度對廣告效果和購買意願的影響,以及KOL和KOC代言不同產品對廣告效果和購買意願影響的差異,歸納整理出KOL、KOC對消費者購買決策的影響機制和關鍵因素。
此研究成果以期能夠幫助企業了解KOL和KOC在網路行銷中的作用和價值,為企業調整和制定網路行銷策略和相關學術研究提供參考。
With the rapid development and widespread adoption of internet technology, an increasing number of businesses are utilizing social media platforms as a means to promote their products or services to consumers through the influence of Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs). This strategy aims to enhance product exposure and brand awareness, making it a primary avenue for many companies' online marketing efforts.
Compared to traditional advertising, businesses leverage big data analysis to segment target audiences, selecting influential KOLs or KOCs who have an impact on these target groups to serve as product endorsers. Through social media platforms, they boost audience engagement and consumer conversion rates. Backed by data tracking capabilities, advertising campaigns are strategically devised to not only increase advertising precision and effectiveness but also allow for timely adjustments to marketing strategies.
This study focuses on consumers as survey subjects, analyzing and comparing the credibility and loyalty of KOLs and KOCs in relation to their influence on advertising effectiveness and purchase intent. Additionally, it examines how the endorsement of various product categories by KOLs and KOCs affects advertising outcomes and purchase intentions. The research aims to synthesize and identify the mechanisms and key factors through which KOLs and KOCs impact consumers' purchasing decisions.
The outcomes of this study are expected to assist businesses in understanding the roles and value of KOLs and KOCs in online marketing, thereby providing insights for refining and formulating internet marketing strategies. Furthermore, these findings can contribute to the realm of academic research in this field.
摘 要 i
ABSTRACT ii
誌 謝 iv
目 次 v
表 次 viii
圖 次 x
第一章 緒論 1
1.1 背景與動機 1
1.2 研究目的 2
1.3 研究範圍與限制 2
第二章 文獻探討 4
2.1 消費者購買決策 4
2.1.1 問題覺察 4
2.1.2 資訊搜集 4
2.1.3 方案評估 5
2.1.4 購買行爲 6
2.1.5 購後行為 6
2.2 KOL關鍵意見領袖 7
2.2.1 KOL的定義 8
2.2.2 KOL的發展 8
2.2.3 KOL與消費者的關係 9
2.3 KOC關鍵意見消費者 11
2.3.1 KOC的定義 12
2.3.2 KOC的發展 13
2.3.3 KOC與消費者的關係 13
2.4 可信度(Credibility) 16
2.4.1 專業性(Expertness) 16
2.4.2 可靠性(Reliability) 16
2.4.3 吸引力(Attractiveness) 17
2.5 忠誠度(Loyalty) 19
2.5.1 重複性(Repeatability) 19
2.5.2 持續性(Sustainability) 20
2.5.3 轉換關注(Conversion of Interest) 21
2.5.4 正面口碑(Positive Word of Mouth) 22
2.6 廣告效果 25
2.6.1 認知面 25
2.6.2 情感面 26
2.6.3 溝通效果 27
2.7 購買意願 29
2.7.1 資訊感知與購買意願 29
2.7.2 情感認同與購買意願 30
2.7.3 氛圍感染與購買意願 30
2.7.4 廣告效果與購買意願 31
2.8 產品類別 34
2.8.1 產品適配性 34
2.8.2 消費用途與產品類別 35
2.8.3 消費經驗與產品分類 36
第三章 研究方法 40
3.1 研究步驟 40
3.2 研究架構 41
3.3 研究假設 42
3.4 研究變數操作定義與衡量 42
第四章 研究結果與分析 49
4.1 統計分析 49
4.1.1問卷資料 49
4.1.1.1受訪者基本資料 49
4.1.1.2 上網目的統計分析 51
4.1.1.3 網紅類型統計分析 52
4.1.1.4 產品類別統計分析 53
4.1.2 Opview資料 56
4.1.2.1 產品概況 56
4.1.2.2 查詢範圍 57
4.2 信度分析 59
4.3 相關性分析 60
4.3.1 構面相關性分析 60
4.3.2 廣告效果與購買意願相關性分析 63
4.4 回歸分析 64
4.4.1 可信度對廣告效果影響分析 65
4.4.2 忠誠度對廣告效果影響分析 68
4.4.3 廣告效果對購買意願影響分析 70
4.5 OPVIEW 資料分析 74
4.5.1 聲量趨勢分析 74
4.5.2 聲量分佈 75
4.5.3 聲量解析 77
第五章 結論與建議 90
5.1 結論 90
5.2 研究限制與建議 92
參考文獻 93
附錄 研究問卷 110

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