消費者購買網紅團購之因素探討

隨著網際網路的蓬勃發展，人們的生活當中已無法缺少網路。研究指出，台灣目前的社群使用率將進九成，大多民眾會透過社群平台上展現自我，其中有些人會因為自身吸引力或是某些特質，吸引許多粉絲關注，逐漸在社群網路上的產生一定的影響力，我們將這種人稱之為「網紅」。近年來因疫情影響，許多企業改以網紅作為代言人的行銷手法，藉由網紅在社群媒體的吸引力及知名度發起團購活動，建立團購新的商業模式。有許多研究顯示種種因素皆會影響消費者對於團購的購買意願，而Instagram網紅團購是在疫情下崛起的行銷模式，相關研究較少，因此本研究目的是希望瞭解消費者會因為哪些因素影響網紅團購的購買意願，透過網路進行問卷調查，以網紅可信度構面之「吸引力」、「可靠性」、「專業性」以及「自我一致性」、「從眾行為」、「知覺風險」、「產品吸引力」來探討消費者之「IG網紅團購購買意願」，並探討各因素的影響是否會因為「個人創新特質」而有所差異。本研究共收回276份有效問卷，並使用SPSS及SmartPLS進行分析，研究結果如下: 1.消費者對網紅的「自我一致性」、「從眾行為」、「知覺風險」、「產品吸引力」對「IG網紅團購購買意願」有正向影響 2.「個人創新特質」會正向影響IG網紅「吸引力」、「可靠性」、「專業性」、「自我一致性」及「從眾行為」、「知覺風險」、「產品吸引力」。期望本研究之貢獻能提供企業及廠商更具價值的市場洞察，並作為未來在規劃網紅團購活動時的參考依據。

關鍵字

產品吸引力；可信度；團購；網紅；個人創新特質

並列摘要

With the flourishing development of the Internet, people's lives are now inseparable from the online world. Some individuals attract a significant number of followers due to their attractiveness or certain characteristics, gradually gaining influence on social media. We refer to these individuals as "influencers" or "internet celebrities." In recent years, many businesses have shifted their marketing strategies to using influencers as spokespersons, especially due to the impact of COVID-19. Leveraging the influencers' attractiveness and popularity on social media, these businesses have initiated group-buying activities to establish a new business model in the form of influencer-led group purchasing. Numerous studies have shown that various factors can influence consumers' purchasing intentions in group buying. However, there is limited research specifically focused on Instagram influencer-led group buying. Therefore, the purpose of this study is to investigate the factors that influence consumers' purchasing intentions in Instagram influencer-led group buying. The factors examined include the credibility dimensions of the influencer, namely attractiveness, trustworthiness, and expertness, as well as consumer factors such as self-consistency, conformity behavior, perceived risk, and product attractiveness. Additionally, the study explores whether these factors' effects differ based on individuals' innovative characteristics. A total of 276 valid questionnaires were collected for this study, and data analysis was conducted using SPSS and SmartPLS. The research findings are as follows: 1."Self-consistency," "conformity behavior," "perceived risk," and "product attractiveness" have a positive impact on "purchase intention in Instagram influencer-led group buying." 2."Personal innovative traits" will positively influence the attractiveness, reliability, professionalism, self-consistency, conformity, perceived risk, and product appeal of an Instagram influencer. The expected contribution of this research is to provide valuable market insights for businesses and companies, serving as a reference for future planning of influencer-led group buying activities.