政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/152432

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/152432

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | 全文笔数/总笔数 : 113822/144841 (79%)
造访人次 : 51770087 在线人数 : 519

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

搜寻范围

查询小技巧：

您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果

若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据

进阶搜寻

主页 ‧ 登入 ‧ 上传 ‧ 说明 ‧ 关于政大典藏 ‧ 管理

到手机版

政大機構典藏 > 商學院 > 企業管理研究所（MBA學位學程） > 學位論文 > Item 140.119/152432

请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/152432

题名:	影響者行銷：探討 Instagram 美妝 KOC 與消費者關係管理 Influencer Marketing: Exploring the Relationship Management between Beauty KOCs and Consumers on Instagram
作者:	林玟汝 Lin, Wen-Ju
贡献者:	陳冠儒 Chen, Kuan-Ju 林玟汝 Lin, Wen-Ju
关键词:	美妝產業美妝保養品影響者行銷關鍵意見消費者 Instagram Instagram Beauty Industry Beauty and Skincare Products Influencer Marketing Key Opinion Consumer (KOC)
日期:	2024
上传时间:	2024-08-05 12:11:21 (UTC+8)
摘要:	近年來，國人對於美妝保養品的需求逐年上升，35% 的國人每月會夠買美妝保養品，且將近五成的消費者每月平均花費 3,000 元以下臺幣購買相關產品。因此，可以看見我國消費者對於美妝產品的需求龐大。該產業營業額於疫情後逐漸復甦，預計 2026 年臺灣美妝市場年收益將突破 6 億美元。不僅如此，美妝產業中的美妝影響者也是逐年增加，其中最多影響者使用的社群平台為 Instagram。在眾多影響者中，本研究將粉絲人數小於 1 萬名的奈米影響者定義為 Key Opinion Consumer（關鍵意見消費者，KOC），並在後續的研究中探討美妝產業中的 KOC 如何與粉絲進行互動進而鞏固與粉絲之間的關係。本研究以 RACE 模型作為基礎，透過半結構式的訪談了解粉絲購買美妝保養品的消費旅程，並在購買旅程中加入美妝 KOC 的角色，探討美妝 KOC 在不同階段如何影響粉絲的購買決策。本研究旨在了解美妝 KOC 與粉絲之間的關係，並將粉絲的訪談結果以 RACE 行銷漏斗作為收斂，而美妝 KOC 的訪談結果則收斂為三大策略。本研究為美妝 KOC 提出可以提高粉絲忠誠度的策略，幫助美妝 KOC 更有效地經營和管理與粉絲之間的互動關係。同時也可以作為品牌方挑選美妝 KOC 進行合作的依據，幫助品牌方找到較能與粉絲建立長遠關係的影響者。 In recent years, the demand for beauty and skincare products among Taiwanese consumers has been steadily increasing, with 35% of the population purchasing such products monthly. Nearly 50% of consumers spend an average of less than NT$3,000 on these products each month, indicating a substantial demand within this market. The industry’s revenue has gradually recovered post-pandemic, and it is predicted that the annual revenue of the Taiwanese beauty market will exceed USD 600 million by 2026. Additionally, the number of beauty influencers within the industry has been increasing yearly, with Instagram being the most widely used social platform among them. This study defines nano-influencers with fewer than 10,000 followers as Key Opinion Consumers (KOCs). This research aims to explore how KOCs in the beauty industry interact with their followers to strengthen these relationships. This study utilizes the RACE model as a foundation, employing semi-structured interviews to understand the consumer journey of purchasing beauty and skincare products. It incorporates the role of beauty KOCs into the purchase journey to understand how they influence followers' purchasing decisions at different stages. The goal is to comprehend the relationship between beauty KOCs and their followers, synthesize interview results into the RACE marketing funnel, and develop three key strategies for beauty KOCs. The study proposes strategies for beauty KOCs to enhance follower loyalty, assisting them in effectively managing and cultivating their interactions with followers. Additionally, it can serve as a reference for brands in selecting beauty KOCs for collaborations, helping them identify influencers who can establish long-term relationships with their followers.
參考文獻:	一、中文文獻田哲榮、司徒懿譯，Silverman, D. 著，2010，解析質性研究法與資料，新北：韋伯文化國際出版有限公司。李昱緯（2023），口罩令鬆綁，國人生活恢復正軌，助攻藥粧零售業營收創新高，經濟部統計處，https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=12448，擷取日期：2023 年 12 月 2 日。林金定、嚴嘉楓、陳美花（2005），質性研究方法：訪談模式與實施步驟分析，身心障礙研究季刊，第3卷第2期，頁122-136，https://doi.org/10.30072/JDR.200506.0005。食品藥物管理署，2017，修正化粧品及種類表，106.02.03 部授食字第1061600210 號。創市際（2023），美容保養篇與時尚潮流媒體類型網站使用概況，創市際雙週刊第 220 期，https://www.ixresearch.com/reports/%E5%89%B5%E5%B8%82%E9%9A%9B%E9%9B%99%E9%80%B1%E5%88%8A%E7%AC%AC%E4%BA%8C%E4%BA%8C%EF%BC%AF%E6%9C%9F-20230417#more-15721，擷取日期：2024 年 5 月 13 日。萬文隆（2004），深度訪談在質性研究中的應用，生活科技教育月刊，第 37 卷第 4 期，頁 17-23 賴高見（2022），KOL 跌落神壇? KOC 個人特質與購買意願之影響-以權力距離為調節因子，未出版碩士論文，國立成功大學企業管理研究所，臺灣臺南。 KANTAR (2024)，2024台灣美妝市場趨勢報告，https://www4.kantar.com/TW_Beauty_Market_2024，擷取日期：2024 年 5 月 13 日。 KOL Radar (2023)，2023 年美妝網紅行銷趨勢報告書，https://www.kolradar.com/reports/2023-beauty-report?utm_source=blog，擷取日期：2024 年 5 月 12 日。 KOL Radar (2024)，2024 年台灣網紅行銷與社群趨勢洞察報告書，https://www.kolradar.com/reports/2024-influencer-marketing-trend，擷取日期：2024 年 5 月 12 日。 LnData (2023)，2023 美妝產業分析報告，https://www.lndata.com/explore/trend-report/cosmetics-market-2023，擷取日期：2024 年 6 月 13 日。 Yang, Y., & Chen, C. (2023)，2023 ELLE BEAUTY STAR美妝之星「美妝購買行為大調查」公開！近千名網友熱烈參與，一探有趣的消費觀念，跟上這波風潮吧！ELLE，https://www.elle.com/tw/beauty/news/a44412347/2023-elle-beauty-star- surveyresults/，擷取日期：2023 年 12 月 2 日。二、英文文獻 Amalia, S. I., Mohammad, W., Putri, A., Thalita, D., & Himawari, W. (2023). Optimizing Online Presence for Ayam Bakar Berkah Jakarta: A RACE Framework Approach. Himeka: Journal of Interdisciplinary Social Sciences, 1(1), 59-67. Arslan, I. K. (2020). The importance of creating customer loyalty in achieving sustainable competitive advantage. Eurasian Journal of Business and Management, 8(1), 11-20. Brewster, M. L., & Lyu, J. (2020). Exploring the parasocial impact of nano, micro and macro influencers. Paper presented at the International Textile and Apparel Association Annual Conference Proceedings, Iowa State University Digital Press, 77(1). Burnkrant, R. E., & Cousineau, A. (1975). Informational and normative social influence in buyer behavior. Journal of Consumer Research, 2(3), 206-215. https://doi.org/10.1086/208633 Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469-479. https://doi.org/10.1016/j.bushor.2020.03.003 Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510-519. https://doi.org/10.1016/j.jbusres.2018.07.005 Chaffey, D. (2023). RACE marketing model. Dr Dave Chaffey: Digital Insights, Retrieved from https://www.davechaffey.com/digital-marketing-glossary/race-marketing-planning-model/ on May 16, 2024. Chartrand, T. L., & Bargh, J. A. (1999). The chameleon effect: The perception–behavior link and social interaction. Journal of Personality and Social Psychology, 76(6), 893. https://doi.org/10.1037/0022-3514.76.6.893 Chartrand, T. L., & Dalton, A. N. (2009). Mimicry: Its ubiquity, importance, and functionality. Oxford handbook of human action, 458-483. De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035 De Veirman, M., Hudders, L., & Nelson, M. R. (2019). What is influencer marketing and how does it target children? A review and direction for future research. Frontiers in psychology, 10, 498106. Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92. https://doi.org/10.1016/j.pubrev.2010.11.001 Fransen, M. L., Verlegh, P. W., Kirmani, A., & Smit, E. G. (2015). A typology of consumer strategies for resisting advertising, and a review of mechanisms for countering them. International Journal of Advertising, 34(1), 6-16. https://doi.org/10.1080/02650487.2014.995284 Geyser, W. (2024). The State of Influencer Marketing 2024: Benchmark Report. Influencer Marketing Hub, Retrieved from https://influencermarketinghub.com/influencer-marketing-benchmark-report/ on May 12, 2024 Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5-25. https://doi.org/10.1177/0008125620958166 He, W., & Jin, C. (2022). A study on the influence of the characteristics of key opinion leaders on consumers’ purchase intention in live streaming commerce: based on dual-systems theory. Electronic Commerce Research, 1-31. Horton, D., & Wohl, R. R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229. https://doi.org/10.1080/00332747.1956.11023049 Joshi, Y., Lim, W. M., Jagani, K., & Kumar, S. (2023). Social media influencer marketing: foundations, trends, and ways forward. Electronic Commerce Research, 1-55. https://doi.org/10.1007/s10660-023-09719-z Jun, S., & Yi, J. (2020). What makes followers loyal? The role of influencer interactivity in building influencer brand equity. Journal of Product & Brand Management, 29(6), 803-814. https://doi.org/10.1108/JPBM-02-2019-2280 Kadekova, Z., & Holienčinová, M. (2018). Influencer marketing as a modern phenomenon creating a new frontier of virtual opportunities. Communication Today, 9(2), 90-105. Ki, C. W. C., & Kim, Y. K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychology & Marketing, 36(10), 905-922. https://doi.org/10.1002/mar.21244 Koo, D. M. (2016). Impact of tie strength and experience on the effectiveness of online service recommendations. Electronic Commerce Research and Applications, 15, 38-51. https://doi.org/10.1016/j.elerap.2015.12.002 Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022). Online influencer marketing. Journal of the Academy of Marketing Science, 50(2), 226-251. https://doi.org/10.1007/s11747-021-00829-4 Lin, H. C., Bruning, P. F., & Swarna, H. (2018). Using online opinion leaders to promote the hedonic and utilitarian value of products and services. Business horizons, 61(3), 431-442. https://doi.org/10.1016/j.bushor.2018.01.010 Li, Y., Ma, S., Zhang, Y., & Huang, R. (2013). An improved mix framework for opinion leader identification in online learning communities. Knowledge-Based Systems, 43, 43-51. https://doi.org/10.1016/j.knosys.2013.01.005 Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73. https://doi.org/10.1080/15252019.2018.1533501 Lou, C. (2022). Social media influencers and followers: Theorization of a trans-parasocial relation and explication of its implications for influencer advertising. Journal of Advertising, 51(1), 4-21. https://doi.org/10.1080/00913367.2021.1880345 Lovett, M. J., & Staelin, R. (2016). The Role of Paid, Earned, and Owned Media in Building Entertainment Brands: Reminding, Informing, and EnhancingEnjoyment. Marketing Science, 35(1), 142-157. https://doi.org/10.1287/mksc.2015.0961 Martínez-López, F. J., Anaya-Sánchez, R., Esteban-Millat, I., Torrez-Meruvia, H., D’Alessandro, S., & Miles, M. (2020). Influencer marketing: brand control, commercial orientation and post credibility. Journal of Marketing Management, 36(17-18), 1805-1831. https://doi.org/10.1080/0267257X.2020.1806906 Rautela, S. (2021). Social Media for New Product Launch: A Study of Social Media Platforms Across the RACE Planning Framework. International Journal of Interactive Mobile Technologies, 15(5). https://doi.org/10.3991/IJIM.V15I05.18147 Ruvio, A., Gavish, Y., & Shoham, A. (2013). Consumer's doppelganger: A role model perspective on intentional consumer mimicry. Journal of Consumer Behaviour, 12(1), 60-69. https://doi.org/10.1002/cb.1415 Statista. (2023). Revenue of the cosmetics market worldwide from 2015 to 2028 (in billion U.S. dollars). In Statista., Retrieved from https://www.statista.com/forecasts/1272313/worldwide-revenue-cosmetics-market-by-segment on December 2, 2023 Statista. (2023). Global Instagram influencer market size from 2021 to 2025 (in billion U.S. dollars). In Statista., Retrieved from https://www.statista.com/statistics/748630/global-instagram-influencer-market-value/ on May 12, 2024 Statista. (2024). Beauty & Personal Care. In Statista., Retrieved from https://www.statista.com/outlook/cmo/beauty-personal-care/taiwan on May 13, 2024 Statista. (2024). Share of marketing budgets spent on influencer marketing worldwide as of February 2024. In Statista., Retrieved from https://www.statista.com/statistics/268641/share-of-marketing-budgets-spent-on-digital-worldwide/ on May 12, 2024 Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703-708. https://doi.org/10.1016/j.bushor.2014.07.002 Wang, J., Ding, K., Zhu, Z., Zhang, Y., & Caverlee, J. (2020). Key opinion leaders in recommendation systems: Opinion elicitation and diffusion. Paper presented at the Proceedings of the 13th international conference on web search and data mining, Houston, TX, USA, 636-644.
描述:	碩士國立政治大學企業管理研究所(MBA學位學程) 111363040
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0111363040
数据类型:	thesis
显示于类别:	[企業管理研究所（MBA學位學程）] 學位論文

文件中的档案:

档案	描述	大小	格式	浏览次数
304001.pdf		2109Kb	Adobe PDF	0	检视/开启

在政大典藏中所有的数据项都受到原著作权保护.

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

DSpace Software Copyright © 2002-2004 MIT & Hewlett-Packard / Enhanced by NTU Library IR team Copyright © - 回馈