- 學位論文
關鍵意見領袖推薦對代言商品網站消費者購買意願之影響
The Impact of Key Opinion Leaders’ Recommendation on Consumer’s Purchase Intention of Endorsement Product Website.
摘要
社群媒體和網路科技的價值和影響一直在發生改變。在這種情況下，KOL成為一種具影響力的族群，能夠在社群媒體上進行分享並將品牌推薦給消費者。本研究探討了KOL體驗產品後推薦給消費者對消費者購買意願的影響。研究採用問卷調查的方法，以瞭解消費者對於KOL影響品牌形象和品牌信任的看法。並採用SPSS軟體對資料進行分析。 本研究選擇了KOL互動性、KOL專業度和KOL可信度作為變數，以探討這三個變數是否會影響品牌形象和品牌信任，進而影響消費者的購買意願。並在社群媒體上發放問卷。共收回493份有效問卷。利用迴歸分析來分析以上變數之關聯性。研究結果顯示，KOL與消費者的互動對於品牌形象和品牌信任影響較小，且品牌形象和品牌信任都對消費者的購買意願有正面影響。消費者更願意購買他們信任的KOL推薦的商品。本研究結果可提供品牌方在制定行銷策略時參考，以提升消費者的購買意願，提高產品銷售。
並列摘要
The value and impact of social media and internet technology is changing all the time. In this context, KOLs become an influential group that can share on social media and recommend brands to consumers. This study explores the impact of KOLs' product recommendations to consumers after experiencing them on consumers' purchase intentions. The study used questionnaires to understand consumers' perceptions of KOLs' impact on brand image and brand trust. SPSS software is used to analyze the data. This study selected KOL interactivity, KOL credibility, and KOL expertise as variables to explore whether these three variables would affect brand image and brand trust, and thus affect consumers' willingness to purchase. A questionnaire was distributed on social media, and a total of 493 valid questionnaires were collected. Regression analysis was used to analyze the correlation between the above variables. The results showed that KOL interaction with consumers had a smaller impact on brand image and brand trust, and both brand image and brand trust had a positive impact on consumers' willingness to purchase. Consumers are more willing to purchase products recommended by KOLs they trust. The results of this study can provide reference for brands in formulating marketing strategies to enhance consumers' willingness to purchase and increase product sales.