科技進步與網路的發達,各種社交媒體(如:Facebook、Instagram、Line、YouTube等)以驚人的速度成長,吸引著企業各種資源的投入,尤其是臉書全面開放使用Live線上直播功能後,將過去非同步的文字、照片或圖片的形式,變成了同步的影片且可以快速的分享,人與人之間的訊息流通更加快速,在這樣的機會與環境下造就了許多的網路紅人,而網紅本身所具備的特質,可能會影響電商平台及消費者對於網紅直播商品廣告的接受態度,進而影響消費者的購買意願。 本研究使用的研究工具為 Power Choice 這套電腦輔助軟體,來支援層級分析法(AHP)的複雜數學運算,透過制定經營模式時會考量的要素,並且知道多重的影響要素的權重,讓決策者在制定策略時有一個資源分配的參考依據。瞭解不同角色間想法的差異,找出相關的建議,達到更完整衡量經營模式的價值。
With the advancement of network infrastructure and popularity of the Internet, various social media (such as Facebook, Instagram, Line, YouTube, etc.) that were received plenty of investments are growing sharply. Especially when Facebook starts live stream function which is an innovative communication turns text and pictures into a synchronized video that can be spread quickly, which means people could deliver information faster. Under the circumstances, many KOLs (key opinion leader) pop up. Consumer behavior would be affected by the attitude from e-commerce platform and image from consumers because of characteristics of KOLs. The research tool used in this study is Power Choice, a computer-aided software that supports the complex mathematical operations of the Analytic Hierarchy Process (AHP). There is a reference for resource allocation when formulating strategies for understanding the differences in thought among individuals, finding relevant suggestions, and achieving a comprehensive measurement for value of business model.