微型影響者對於粉絲之消費行為研究分析-以台灣Instagram微型影響者為例

Abstract

近年來眾多社群平台興起，在使用上也有很大的轉變。以台灣來說，最早是以無名小站、痞客邦等部落格形式的社群網站，在年輕族群間引發潮流；隨著科技的進步及無線網路的普及，在人手一機的時代，Facebook崛起，每個人幾乎都至少有一個社群平台帳號，社群媒體的使用習慣也從純文字型部落格，逐漸演變為如YouTube、Instagram、TikTok等以圖像、影音為主的多媒體社群平台為主要潮流，用戶數開始大幅成長。 在台灣眾多社群平台中，目前Instagram為KOL最愛使用的社群平台，除年輕世代於Instagram的高黏著度之外，用戶數量也正持續上升。因此，Instagram成為各品牌企業行銷策畫的必爭之地，從2016年開始Instagram導入商業帳號的模式，讓品牌可以透過經營Instagram帳戶，與消費者進行互動以及品牌形象的塑造。而在2019年初開始導入「品牌置入工具」的功能，讓Instagram上具有影響力的人們可以透過圖文、短影音、限時動態、Hashtag、直播等方式與各大品牌進行合作，加深消費者對於品牌及產品的印象。 2020開始，隨著疫情帶來的效應，Instagram上的商業合作數大幅成長，Instagram上的影響者（或稱關鍵意見領袖，Key Opinion Leader, KOL）數量也持續提升。KOL根據粉絲規模分為大型、中型、小型、微型，彼此間有不同的特色與差異。基於Instagram於品牌行銷的高度重要性，本研究針對Instagram上的微型KOL進行探討，研究微型KOL對於粉絲在其在消費行為上的影響。 本研究透過購買傾向、消費者消費行為模式及個案研究的方式，深入探討台灣Instagram上不同領域的微型KOL，透過社群平台與企業品牌、產品的合作，是否影響粉絲、消費者提升對所介紹之商品購買的慾望，並透過SICAS消費者消費模型作為分析工具，了解微型KOL與粉絲之間的關係，觀察是否在每一次的商品介紹後，能協助粉絲、消費者進入購物流程中的感知階段，促成良好的轉換率，最終，對於未來品牌在Instagram上的微型KOL行銷，提出建議。

As the rising of numerus social networking platforms in recent years,there has been a great change of how we use it. In Taiwan, social websites began with the form of blogs. Sites like WERTCH and PIXNET started trending among young people. With the development of science and technology, the popularization of wireless network, and the era of cell phones, Facebook rises. Almost everyone has at least one social platform account. The usage of social media has gradually shifted from text-oriented blogging to multi-media networking platforms. Sites focused on image and video like YouTube, Instagram and TikTok have become mainstream, and the number of their users began to grow substantially. Among a verity of social platforms, Instagram is KOL's favorite one nowadays. In addition to the high adherence among young generation, the number of users on Instagram is also increasing continuously. Therefore, Instagram has become one of the crucial fields for brand to make their marketing plans. In the year of 2016, Instagram introduced business account mode, and since then brands has been able to interact with consumers through Instagram account and mold its image. At the beginning of 2019, the function of 'Brand Placement tool' was introduced. It enables influencers on Instagram to cooperate with major brands through posts, short videos, stories, Hashtags, live broadcasts and other ways to deepen consumers' impression of brands and products. Since 2020; with the impact of the epidemic, the number of business cooperations on Instagram has grown substantially, and the number of influencers (or Key Opinion leaders, KOLs) has also continued to increase. KOLs can be categorize by different characteristics and can be divided into large, medium, small and micro by their followers counts. Based on the highly importance of Instagram in brand marketing, this study discusses micro-KOLs on Instagram and their influences on their fans' consumption behavior. In this thesis, the propensity to buy and consumer spending behavior model are discussed by case study, and exploring whether these micro-KOLs in different categories affect the purchasing urges of their fans through influencer marketing with name brands and products on Instagram. Using the SICAS model as analysis tool to understand the relationship between micro-KOLs and their fans. We are able to observe whether it helps fans and consumers to enter the perception stage in the shopping process after each product being introduced and promoting a good conversion rate. Finally, put forward suggestions for the micro-KOL marketing of brands on Instagram in the future.