探討KOL與KOC短影音行銷之購買意願－以美妝為例

隨著自媒體的蓬勃發展，大眾能夠在一夕間成為網路紅人，在手機上即可輕易的在網路上發佈影片、圖片等內容，破除傳統媒體的資訊傳播限制，並在短時間內創造龐大的流量。行銷商近幾年也積極投入短影音廣告的趨勢，利用關鍵意見領袖（KOL）在各大社群平台進行宣傳，其中Instagram作為主要熱門的傳播平台。在2019年網路上出現同樣具影響力的角色——關鍵意見消費者（KOC），而KOC並非公眾人物且同為消費者，兩者在不同面向的影響力上展現獨特價值，社群媒體上的宣傳策略變得更加多元。本研究以Instagram為研究場域，聚焦於台灣地區Z世代用戶，探討KOL與KOC短影音行銷對消費者購買意願的影響，本研究目的為以下：（一）探討KOL與KOC之代言人可信度、社群參與、廣告態度及購買意願之相互關係；（二）比較短影音行銷中KOL與KOC對於消費者購買意願的影響；（三）根據研究結果，提供品牌或行銷商選擇KOL與KOC廣告策略之建議。本研究採用網路問卷調查法，總共收集343份有效問卷，設計以代言人可信度（吸引力、可靠度、專業性）、社群參與、廣告態度作為影響購買意願之三個構面。問卷經過SPSS統計分析，結果顯示：（一）KOL與KOC短影音行銷的代言人可信度正向影響社群參與，而社群參與正向影響消費者的廣告態度，進而廣告態度正向影響購買意願；（二）KOL的吸引力與KOC的專業性對社群參與的正向影響最大；（三）相比KOL與KOC，代言人可信度及廣告態度存在顯著差異，則社群參與及購買意願並無顯著差異；（四）在代言人可信度中，KOL的吸引力與專業性高於KOC，而KOC的可靠性則高於KOL；（五）相較於KOL，觀看KOC短影音能讓消費者產生更積極的廣告態度。透過探討KOL與KOC的短影音行銷相關結果，以此提供未來短影音研究者的參考方向，並給予美妝品牌及行銷商尋找代言人的實務建議。

關鍵字

關鍵意見領袖；關鍵意見消費者；短影音；購買意願

並列摘要

With the booming development of self-media, people can become internet celebrities overnight, easily posting videos, pictures, and other content on their mobile phones, breaking the limitations of information dissemination in traditional media and creating a huge amount of traffic in a short period of time. In recent years, marketers have also been actively involved in the trend of short-form video advertisements, utilizing key opinion leaders (KOLs) to promote their products on various social media platforms, with Instagram being the most popular platform. In 2019, there is an equally influential character on the internet, the Key Opinion Consumer (KOC), who is not a public figure but also a consumer, and both of them show unique value in terms of their influence in different directions, making the promotion strategy on social media more diversified. This study uses Instagram as the research field and focuses on Generation Z users in Taiwan to investigate the impact of KOL and KOC short-form marketing on consumers' purchase intention. The objectives of this study are as follows: (a) To investigate the interrelationships between KOL and KOC in terms of spokesperson trustworthiness, community participation, advertising attitude, and purchase intention. (b) To compare the effects of KOLs and KOCs on consumers' purchase intention in short-form video marketing. (c) To provide recommendations for brands or marketers to choose KOL and KOC advertising strategies based on the results of the study.In this study, a total of 343 questionnaires were collected using the Internet questionnaire survey method, and the design was based on the three dimensions of spokesperson credibility (attractiveness, reliability, and professionalism), community participation, and advertising attitude as the three dimensions affecting purchase intention. The questionnaires were statistically analyzed by SPSS, and the results showed that: (a) the credibility of KOL and KOC spokespersons positively affects community participation, and community participation positively affects consumers' attitude toward advertising, which in turn positively affects purchase intention. (b) The attractiveness of KOL and the professionalism of KOC have the greatest positive effect on community participation. (c) Compared with KOL and KOC, there are significant differences in endorser credibility and advertising attitude, while there are no significant differences in community involvement and purchase intention; (d) In endorser credibility, KOL's attractiveness and professionalism are higher than that of KOC, while KOC's reliability is higher than that of KOL; (e) Compared with KOL, watching KOC's short videos and videos can generate more positive advertising attitudes among consumers. By exploring the results related to KOLs and KOCs in short-form marketing, this study will provide a reference direction for future short-form researchers and give practical advice to cosmetic brands and distributors in their search for spokespersons.