- 學位論文
3C科技類KOL對消費者行為之影響-以涉入程度為調節變項
The Impact of 3C Key Opinion Leaders on Consumer Behavior - by Involvement as a Moderator
摘要
隨著網路的快速發展，人們不再受限於單方面接收資訊，而是可以利用網路平台，進行雙向溝通、相互交流意見。而關鍵意見領袖（Key Opinion Leader,縮寫 KOL）這個新稱號，逐漸出現在人們的視野中。業者發現KOL與消費者之間的關係密不可分，因而從網紅代言轉為找一些黏著度較高的KOL。在此動機下，本研究探討3C科技類KOL的吸引力、專業性、可靠性以及產品涉入程度，對於消費者購買行為之影響。本研究結果顯示，3C科技類KOL的吸引力、專業性、產品涉入程度對購買意圖達到顯著正向影響，涉入程度對購買行為達到顯著正向影響，也就是說涉入程度越高的消費者更容易會購買產品。購買意圖對購買行為達到顯著正向影響。另外，涉入程度愈高的消費者對3C科技類KOL在其吸引力上具有較弱的購買行為，且涉入程度愈高的消費者會對3C科技類KOL在其可靠性上具有較弱的購買意圖，反之亦然。
並列摘要
The expansion of internet has liberated public from the constraints of one-way product information, enabling interactive communication through online platforms, where Key Opinion Leaders (KOLs) play a pivotal role on the market. The symbiotic relationship between KOLs and consumers has been acknowledged and recognized by several industry experts with prompting businesses to seek engaging individuals for product promotion and transcending mere influencers. Motivated by this shift, this study investigates the effectiveness, professionalism, and reliability of KOLs in promoting electronic products, and exploring the influencers of consumer purchasing behavior with product involvement. The research findings reveal that the attractiveness and expertness of KOLs’ 3C technology and the level of product involvement significantly impact the purchase intentions positively. Additionally, the degree of involvement also has a significant positive effect on purchasing behavior and demonstrating that consumers with higher involvement are more inclined to make purchases. Resulting these buying intentions significantly influence purchase behaviors. Moreover, consumers with higher intention of purchasing behavior toward 3C technologies that illustrated KOLs’ concerning in its attractiveness and reliability. This study highlights a weak relationship between purchase intentions and involvement, including the weakening the importance of KOLs on impacting consumer behaviors.