- 期刊
- OpenAccess
短視頻“種草”下KOL特征對用戶購買行為的影響研究——以抖音女裝為例
Study on the impact of Key Opinion Leader Characteristics on users' purchasing Behavior in the context of short video"Planting Grass".--Take Tiktok Women's Wear as an Example
摘要
隨著社交網絡平臺和在線社區的出現，自媒體意見領袖成為新興產業。其借助短視頻等形式，有效地利用用戶碎片化的時間，為用戶在購物決策等過程中提供有益的指導與幫助。盡管關鍵意見領袖（KOL）的作用已被廣泛認知，但在選擇相應的網絡KOL時，眾多商家、品牌方、企業仍然缺乏一套明確且系統的策略。因此，本文通過實證研究，依托SOR模型，根據以往學者對於KOL對用戶購買行為的研究，將KOL特征作為自變量，感知價值和感知信任作為中介變量，用戶購買意願作為因變量構建模型，並基於此提出相關的假設，根據已有的成熟量表設計相關測量量表和調查問卷，通過SPSS、SPSSPRO對收集的數據進行信效度檢驗、結構方程模型檢驗、假設檢驗路徑分析，並用Bootstrap法對中介效應的顯著性水平進行檢驗。發現KOL的知名度、專業度和交互性對用戶的感知價值、感知信任和購買意願有正向影響作用，感知價值感知信任具有中介作用且正向影響用戶購買意願。
並列摘要
With the emergence of social network platforms and online communities, we-media opinion leaders have become an emerging industry, helping users make shopping decisions in fragmented time through short videos. However, despite the widespread recognition of the significance of Key Opinion Leaders, many businesses and enterprises still lack a coherent strategy in selecting online opinion leaders. Therefore, through empirical research and relying on SOR model, this paper selects KOL's own characteristics (popularity, professionalism, interactivity), perceived value, perceived trust, and purchase intention as factors based on previous scholars' studies on Kols' purchase behaviors. A model was developed with KOL characteristics as independent variables, perceived value and perceived trust as intermediary variables, and user purchase intention as the dependent variable, along with the proposal of relevant hypotheses. Relevant measurement scales and questionnaires were designed according to existing mature scales, and sufficient questionnaires were collected by means of online distribution. Reliability and validity testing, structural equation model testing, hypothesis testing path analysis and mediation effect analysis were conducted on the collected data, and the study revealed that the popularity, professionalism, and interactivity of KOLs all exerted a positive influence on users' perception of value, trustworthiness, and purchase intention and perceived value and perceived trust played an intermediary role and positively affected users' purchase intention.