臉書私密社團關鍵意見消費者廣告效果之研究

A Study on The Advertising Effectiveness of Key Opinion Consumer of Facebook Private Community Groups.

楊欲奇(Yu-Chi Yang)

指導教授 ： 鄭健雄

共同指導教授 ： 施信佑(Hsin-Yu Shih)

國立暨南國際大學/管理學院/新興產業策略與發展博士學位學程/博士(2023年)

https://doi.org/10.6837/ncnu202300045

摘要

2020年因突然的Covid-19 新冠疫情衝擊全球，疫情的管控和實體店面實施的社交距離控管，造成消費市場與購物交易習慣產生巨大轉變，在消費者減少外出或無法去實體店面消費下，數位經濟和宅經濟加速發展，形成線上品牌和實體線下品牌的線上銷售量急遽增加，而線上公域流量平台，在品牌商大幅增加數位廣告投資下，也帶動其營收大幅成長；在此公域流量平台品牌商不斷投入廣告預算的趨勢下，卻造成廣告成效效益的減緩，因此在Facebook、IG或Line等公域流量平台上出現私域流量私密社團的崛起。

本研究即針對最近兩年興起的私域流量臉書(FB)私密社團開團廣告效果此一議題，針對FB私密社團團購主，此一關鍵意見消費者(Key opinion Consumer，簡稱KOC)，探討FB私密社團KOC，透過其本身可信度與產品適配度，在其FB私密社團中對其所開團產品廣告效果進行研究。本研究透過多重個案研究，以立意抽樣方法，選定「發現茶」為研究個案，並從其過去合作過的80多位以上KOC之中，抽樣3位KOC，針對此3位KOC其FB私密社團會員進行線上問卷調查，並進一步針對這3名KOC及「發現茶」品牌電商2名高階主管進行質化深度訪談，以探討實際開團合作銷售成效和其原因，並了解發現茶產品在和不同FB私密社團KOC合作的產品廣告效果的差異關係。

本研究依據3個發現茶合作過開團的FB私密社團會員共計455份問卷、3名KOC及2名研究個案高階主管深度訪談質性資料分析，分析研究結果顯示：(1)FB私密社團KOC可信度高者(可靠性、吸引力、專業性、好感度)對其會員廣告效果購買行為有顯著影響。(2)FB私密社團KOC產品適配度高者對其會員廣告效果購買行為有顯著影響。(3) FB私密社團KOC可信度與產品適配度高，對廣告效果(高涉入度)有顯著影響。(4) 「從眾行為」在對FB私密社團KOC產品適配度和廣告效果之間具有調節影響。(5)「從眾行為」在FB私密社團KOC可信度和廣告效果之間具有調節影響。

關鍵字

臉書私密社團 ； 可信度 ； 產品適配度 ； 關鍵意見消費者KOC ； 廣告效果 AISAS ； 團購購買行為

並列摘要

In 2020, due to the sudden Covid-19 epidemic hitting the world, the control of the epidemic and the social distance control implemented by physical stores have caused a huge change in the consumer market and shopping transaction habits. When consumers cannot go to physical stores to consume, The accelerated development of the digital economy and the home economy has resulted has resulted in sharp increased investment in online sales for both online and offline brands. Online advertising public domain traffic platforms such as Facebook, Google, Youtube, etc., have driven many brands to increase their digital advertising budget investment, which has also driven their revenue to grow significantly. under the trend of this public domain traffic platform brand company constantly investing in advertising budgets, this has slowed down the effectiveness of advertising. therefore, in the public domain traffic platform such as Facebook, IG or Line, the rise of private communities with private domain traffic appeared on the Internet.

This research focuses on the issue of the advertising effect of private community of private domain traffic that have emerged in the past two years. For the group purchasers of FB private community host , the Key Opinion Consumer (KOC), to explore the advertising effectiveness of KOC in its FB private community , through its own credibility and product match-up to study the advertising effect of its products. Through multiple case study methods and purposive sampling method, this research selects "Teascovery" brand as the research case, and selects the most important 3 KOCs from the KOCs they have cooperated with in the past, and conducts online questionnaires for their FB private community members Investigate, and further conduct qualitative in-depth interviews with these 3 KOCs and 2 senior executives of the "Teascovery" brand e-commerce business, in order to explore the actual the Advertising Effectiveness of key opinion consumer of Facebook private community group buyers,and to understand the “Teascovery” products in cooperation with different FB private communities KOC. Differences in product advertising effectiveness performance.

This study is based on the quantitative data analysis of 455 questionnaires from 3 FB private community members of FB Private community group-buying, has cooperated with “Teascovery”. The qualitative data analysis of 3 KOCs and 2 senior executives of the “Teascovery” research cases. The analysis and research results show that: (1) FB private community KOC with high Credibility (trustworthy, attractiveness, expertise, likeability) have a significant impact on the purchase behavior of their members' advertising effects. (2) The high degree of procuct match-up with FB private community KOC have a significant impact on the purchase behavior of their members' advertising effects. (3) FB private community KOC has high credibility and product match-up, which has a significant impact on the high involvement of advertising effects. (4) "Conformity behavior" has a moderating effect on the product match-up of FB private community KOC and advertising effect. (5) "Conformity behavior" has a moderating effect between the FB private community KOC credibility and advertising effect.

並列關鍵字

Facebook private community ； recommender credibility ； product match-up ； key opinion consumer KOC ； AISAS ； KOC group buying

參考文獻

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