影響力行銷對台灣消費者行為態度之分析

Analysis on Consumer’s Attitude and Behavior towards Influencer Marketing in Taiwan

連怡茹(I-ju Lien)

指導教授 ： 陳瑀屏

國立臺灣大學/管理學院/國際企業學研究所/碩士(2020年)

https://doi.org/10.6342/NTU202000446

摘要

隨著網路社群的蓬勃發展，「影響力行銷」也逐漸成為學術研究欲探討之主題。網路行銷在台灣擁有27.9％的增長率和330.97億新台幣的行銷預算，而這些大量的資源讓品牌商更想了解影響力行銷的運用以及意見領袖的重要性。本研究旨在確定消費者對影響力行銷和置入性業務配合廣告文的態度，探討意見領袖的信任度和可信度的關鍵因素，並分析影響力行銷是否會影響客戶的購買意願。
本研究以探索性和描述性研究方法進行，探索性研究包括對8位參與者的深度訪談，而描述性研究則基於定量研究方法（線上問卷調查）。藉由受訪者的探索性見解和問卷調查收集的數據，可以更好地了解消費者對影響力行銷的態度和行為。
總體而言，本研究表示台灣消費者對影響力行銷持積極正向態度。數據也顯示，消費者涉入與其購買意願之間存在正相關關係，儘管大多數消費者對置入性業務配合廣告文的持中立立場，但可信度和真實性是脫穎而出的主要因素。

關鍵字

影響力行銷 ； 意見領袖

並列摘要

As the marketing scene constantly develops, “Influencer Marketing” has been a relatively new academic context. With the soaring growth rate of 27.9% and 33.097 billion NTD advertising budget, this new digital marketing tool is vital for brands to understand the rise of influencer marketing and the other components. Therefore, this study aims to identify attitude towards influencer marketing and sponsored posts, determine the key factors of influencer trust and credibility, and analyze whether influencer marketing affect customer purchasing intentions.
The research was conducted in exploratory and descriptive research method. The exploratory research consisted of in-depth interviews with 8 participants while the descriptive research was based on quantitative research (online questionnaire survey). Combining the insights from the qualitative interviews and the collected data, a better understanding of the consumer attitude and behavior on influencer marketing is achieved.
The overall findings of this research indicate that Taiwanese consumer takes a positive stand towards influencer marketing. Data also show positive correlation between consumer involvement and their purchase intentions. Whereas, most consumer takes a neutral stand towards sponsored post, credibility and authenticity are the main factors for a sponsored post to stand out amongst the other.

並列關鍵字

Influencer Marketing ； Influencer ； Sponsored Post

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