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    題名: 微網紅行銷：影響消費者對社群平台開團產品購買因素之研究
    Micro-Influencer Marketing: Examining Factors Influencing Consumers’ Purchases of Group-Buying Products on Social Media Platforms
    作者: 王昱婷
    Wang, Yu-Ting
    貢獻者: 陳冠儒
    Chen, Kuan-Ju
    王昱婷
    Wang, Yu-Ting
    關鍵詞: 微網紅行銷
    線上團購
    品牌信任
    購買意願
    Micro-Influencer Marketing
    Online Group Buying
    Brand Trust
    Purchase Intention
    日期: 2024
    上傳時間: 2025-02-04 15:53:26 (UTC+8)
    摘要: 近年來，微網紅行銷（Micro-Influencer Marketing）越來越受歡迎。相比大型網紅，微網紅更具真實性，且能與消費者建立緊密連結，提升用戶參與度與信任度。品牌選擇價值觀相似的微網紅合作，能正面影響消費者對推薦產品的態度及購買決策。尤其在線上團購活動中，微網紅與消費者之間的互動和信任感是成功的關鍵，能提高購買意願，增加品牌收益。然而，過去研究中較少針對影響消費者在社群平台參與團購的因素進行探討，且尚無其他關於微網紅團購活動之深入探究。因此，本研究欲以社群平台上之微網紅行銷為主軸，藉由問卷調查方式，探討微網紅是如何透過線上團購以進一步影響消費者對於其合作品牌之信任及開團產品的購買意願。本研究收集251份有效問卷進行分析。
    結果顯示微網紅的真實性、自我一致性以及從眾行為對消費者品牌信任和購買意願都有顯著影響。除此之外，研究結果顯示，產品與微網紅的適配性在微網紅真實性以及品牌信任間與購買意願間產生部分中介效果。而在自我一致性與品牌信任之間，產品與微網紅的適配性同樣也有部分中介效果。另一方面，產品與微網紅的適配性在從眾行為對品牌信任的影響上，存在著完全中介效果；對於購買意願的影響上，則存在部分中介效果。至於用戶參與的中介角色，在微網紅真實性、從眾行為，以及品牌信任間與購買意願間產生部分中介效果。另外在自我一致性與購買意願間亦存有部分中介效果。
    整體而言，在實務應用上，品牌應選擇與品牌價值觀相符且真實性高的微網紅進行開團合作。藉由撰寫口碑文、展示銷售數據以及產品評價，或是舉辦社群活動並提供折扣優惠，以頻繁互動以建立信任，提升消費者購買意願。
    Micro-influencer marketing has become increasingly popular due to its authenticity and strong consumer connections, enhancing engagement and trust. Compared to macro-influencers, micro-influencers can establish closer ties with their audience. Brands collaborating with micro-influencers who share similar values can positively impact consumer attitudes and purchase decisions, particularly in online group-buying activities where interaction and trust are crucial.
    The study found that micro-influencer authenticity, self-consistency, and herd behavior significantly affect brand trust and purchase intentions. The fit between group-buying products and micro-influencers partially mediates the relationship between authenticity and both brand trust and purchase intentions, though it does not affect the relationship between self-consistency and purchase intentions. Endorser-product congruity fully mediates the impact of herd behavior on brand trust and partially mediates its impact on purchase intentions. Additionally, user engagement plays a mediating role in the relationships between authenticity, herd behavior, brand trust, and purchase intentions, though it does not mediate the relationship between self-consistency and brand trust.
    In practice, brands should choose micro-influencers with high authenticity and aligned values for group-buying activities. To attract consumers, brands can display sales data and product reviews on their websites, host community events on social media platforms, offer discounts, and frequently interact with consumers. These marketing strategies help build trust and increase consumers' willingness to purchase group-buying products, ultimately boosting brand revenue.
    參考文獻: 中文文獻
    江亭儀、劉芷均、許嘉文（2023）。素人開團推坑更有力?微網紅(Key Opinion Customer)網紅特質對團購購買意願之影響。國立台灣大學新聞研究所碩士論文。
    林佳蓉，2022。理想自我一致性、真實自我一致性及功能一致性對擬社會互動及購買意圖的影響：以 Podcast 為例。國立成功大學企業管理在職專班碩士論文。
    林亞筠，2021。知覺風險、從眾行為與顧客參與度對團購意圖影響之研究－以團購為例。私立嶺東科技大學行銷與流通管理系碩士論文。
    徐于婷，2023。消費者購買網紅團購之因素探討。私立中原大學資訊管理學系碩士學位論文。
    陳穎姿，2022。以信任移轉理論探討 KOC 微網紅行銷對於消費者持續追蹤意願與合作品牌購買意願之影響。私立輔仁大學企業管理研究所碩士論文。
    陳悅昕，2022。從眾行為、知覺風險對團購意願之影響－以個人背景、網路口碑為干擾變項。私立健行科技大學企業管理所碩士論文。
    陳思伶，2021。網紅為主購者對線上團購意願之影響。國立暨南國際大學國際企業學系碩士論文。
    黃鈺珍，2020。Instagram 廣告的互動性與自我品牌連結對網路口碑和廣告態度之影響：以 Instagram 使用頻率和錯失恐懼為中介。國立中央大學企業管理學系碩士論文。
    銀麗飛，2023。整形的網紅如何影響消費意願？以理想自我一致性為中介變數及以產品種類為調節變數。國立成功大學企業管理研究所碩士論文。
    鄭冠厚，2019。品牌經驗、品牌認同與品牌依附對品牌信任之影響：兼論自我一致性之調節效果。私立銘傳大學企業管理學系碩士論文。
    謝宜玟，2022。廣告訴求類型對行銷成效之影響：探究廣告價值與人格特質之角色。國立政治大學企業管理研究所碩士論文。

    英文文獻
    Allen, V. L. (1965). Situational factors in conformity. Advances in Experimental Social Psychology, 2, 133-175.
    Aysegul E., Ozlem C., & Sezer K. (2014). Examining the Effect of Endorser Credibility on the Consumers' Buying Intentions: An Empirical Study in Turkey. International Review of Management and Marketing, 4(1), 66-77.
    Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252-271.
    Bowden, J. L. H. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63-74.
    Burnkrant, R. E., & Cousineau, A. (1975). Informational and normative social influence in buyer behavior. Journal of Consumer Research, 2(3), 206-215.
    Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
    Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61(2), 35-51.
    Lascu, D. N., & Zinkhan, G. M. (1999). Consumer conformity: Review and applications for marketing theory and practice. Journal of Marketing Theory and Practice, 7(3), 1-12.
    Huajing Y., Huanhuan J., Xiaoran S., & Xinyue W. (2022). A trust model for consumer conversion in community-based group buying: the dual roles of group leaders. Modern Supply Chain Research and Applications, 4(2), 122-136.
    Jiayi, Wang. (2021).The Persuasiveness of Celebrity versus Social Media Influencer Endorsements as a Function of Product Type and the Mediating Role of Endorser-Product Perceived Fit.
    Lascu, D. N., & Zinkhan, G. M. (1999). Consumer conformity: Review and applications for marketing theory and practice. Journal of Marketing Theory and Practice, 7(3), 1-12.
    Lee, S. S., Chen, H., & Lee, Y. H. 2021. How endorser-product congruity and self-expressiveness affect Instagram micro-celebrities’ native advertising effectiveness. Journal of Product and Brand Management, 31(1), 149-162.
    Moorman, C., Deshpandé, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of Marketing, 57(1), 81-101.
    Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
    Rahmah, S. (2020). The Impact of Micro-Influencer Marketing on Millennials Purchasing Decisions.
    Rice, R. E., & Aydin, C. (1991). Attitudes toward new organizational technology: Network proximity as a mechanism for social information processing. Administrative Science Quarterly, 36(2), 219-244.
    Sahin, A., Zehir, C., & Kitapci, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands. Procedia-Social and Behavioral Sciences, 24, 1288-1301.
    Smith, J. A., & Johnson, L. M. (2023). The impact of micro-influencer marketing on millennials' purchasing decisions. SKEMA Business School.

    中文網路資料
    AsiaKOL，2023。 2023年帶貨KOL排行 團購效益關鍵大公開！https://www.asiakol.com/article/403。搜尋日期：2024年6月9日。
    OOSGA，2023。台灣社群媒體現況：2023年社群平台發展趨勢、用戶分佈數據。https://zh.oosga.com/social-media/twn/。搜尋日期：2024年6月9日。
    非凡新聞，2022。“人人團購主”時代來臨!年交易額上看1800億。 https://news.ustv.com.tw/newsdetail/20221012A108。搜尋日期：2024年6月9日。

    英文網路資料
    Built In. (2024). What is influencer marketing? Retrieved from https://builtin.com/marketing/influencer-marketing
    Dash. (2024). Influencer marketing statistics to know in 2024. Dash. Retrieved June 18, 2024, from https://www.dash.app/blog/influencer-marketing-statistics
    Forbes. (2024). Micro-Influencer Power: Building Brand Trust And Driving Conversions. Retrieved from https://www.forbes.com/sites/forbesagencycouncil/2023/08/25/the-power-of-micro-influencers-building-brand-trust-and-driving-conversions/
    Influencer Marketing Hub. (2024). What is a micro-influencer? Retrieved from https://influencermarketinghub.com/what-is-a-micro-influencer/
    MarketCast. (2024). The Rise of the Micro-Influencer. Retrieved from https://marketcast.com/insights/the-rise-of-the-micro-influencer/
    SocialPilot. (2024). Average engagement rates on Instagram by influencer size. Retrieved from https://www.socialpilot.co/blog/social-media-statistics
    Socially Powerful. (2024). The influencer marketing statistics for 2024 you should know. Socially Powerful. Retrieved from https://sociallypowerful.com/post/influencer-marketing-statistics-2024-2
     
    描述: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    111363075
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0111363075
    資料類型: thesis
    顯示於類別:[企業管理研究所（MBA學位學程）] 學位論文

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