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研究生(外文):SHEN, YAN-SHIN
論文名稱(外文):A Study and Comparison of the Influence of KOL and KOC on Consumer Behavior Intention
外文關鍵詞:KOLsKOCsadvertisingeffectivenesspurchase intentpurchasing decisions
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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。
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
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受訪者基本資料 49 上網目的統計分析 51 網紅類型統計分析 52 產品類別統計分析 53
4.1.2 Opview資料 56 產品概況 56 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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