吸引消費者關注網紅之關鍵因素

近年網紅行銷逐漸取代社群上品牌廣告的功能，以類似名人代言的方式，結合口碑行銷的特性，請網紅介紹和推薦品牌與產品，融入自身的創作內容向消費者分享自己的觀點。網紅行銷已成為社群媒體上的行銷趨勢，因此本研究將從企業角度出發探討影響消費者關注網紅並產生購買行為的影響因素。首先透過文獻進行資料蒐集與彙整，建構本研究之雛型架構。再以德爾菲法詢問並收斂專家意見確定正式研究架構後，利用網路調查方式向消費者蒐集問卷，並使用決策實驗室法進行分析。由研究結果可知，吸引消費者關注網紅的關鍵因素為「信賴度」、「吸引力」、「粉絲互動度」、「關鍵意見影響力程度」、「品牌形象契合度」、「人氣指標」、「網紅口碑」、「資訊實用性」。最後，透過研究結果給予網紅行銷相關的具體策略與建議以供企業與網紅參考。

關鍵字

決策實驗室法；網紅行銷；影響力行銷；網紅

並列摘要

In recent years, influencer marketing has gradually replaced the function of brand advertising on the social community. In a similar approach to celebrity endorsement, combined with the characteristics of word-of-mouth marketing, internet celebrities are invited to introduce and recommend the brand and their product, and integrate their creative content to share their views with consumers. Influencer marketing has become a marketing trend on social media, so this study will explore the influencing factors of attracting consumers’ attention to internet celebrity and purchase behavior from the perspective of enterprises. Firstly, data collection and compilation are carried out through the literature to construct the prototype structure of this research. Then, the Delphi method is used to ask and gather expert opinions to determine the formal research structure. Afterward, the questionnaires are collected from consumers through online surveys and analyzed using the Decision Making Trial and Evaluation Laboratory method (DEMATEL). From the research results, it can be seen that the key factors that attracting consumers to follow the internet celebrity are“Reliability”, “Attractiveness”, “Fan Interaction”, “Key Opinion Influence”, “Brand Image Fit”, “Popularity Index”, “Internet Celebrity’s Word-of-Mouth”, “Information Practicality”. Finally, through the research results, specific strategies and suggestions related to influencer marketing are given for the reference of enterprises and internet celebrities.