探討社交電商小紅書KOC發布內容特徵對消費者購買意願的影響

Abstract

隨著互聯網和智能手機的普及，社交電商集社交媒體與電子商務為一體，提供了消費者更加便利、豐富的社交與線上購物體驗。近年來，中國各類社交電商平台紛紛興起。其中小紅書表現最為突出，其獨特的平台氛圍、廣泛的應用及鼓勵創作機制，提供一般用戶、商家和創作者提供了優質的社區互動和商業活動支持。憑藉以上優勢，小紅書用戶數量逐年暴增，成為過去一年中國社交型APP下載數量最多的平台。同時，社交電商的特性使其行銷手段更加多樣化。其中，利用KOC作為行銷工具並實施強有力的KOC化策略，已經逐漸成為平台關鍵行銷手段。而小紅書作為市面上KOC佔比最高的社交電商平台，為本研究提供了良好的研究環境。 通過文獻的回顧與探索發現，許多文獻探討網路行銷中宏觀影響者如KOL、名人效應對消費者購買意願的影響，而對微觀影響者如關鍵意見消費者（Key Opinion Consumer，KOC）的研究較少，其中又多討論KOC的個人特質，少有單獨討論KOC發布內容特徵對購買意願的影響。而實務界上卻已有許多企業利用KOC發布內容的經營來提高消費者購買意願，促進銷售。故為了彌補這部分的研究缺失，本研究將通過問卷調查法，探討在社交電商平台小紅書中，基於說服知識理論構建本文之研究架構，以KOC發布內容特徵為自變數，應變量為購買意願，探討KOC發布內容特徵對購買意願的影響，並加入關係強度、感知信任、產品類別作為調節變數，探討這三個調節變數是否會干擾KOC發布內容特徵與消費者購買意願之間的影響關係。本研究共回收385份有效問卷，建立線型回歸模型分析本研究的主效果和調節效果，研究結果如下： 1. KOC發布內容特徵的程度對購買意願有正向顯著影響。 2. 當KOC與消費者的關係強度越強，會增強KOC發布內容特徵與購買意願的正向關係。 3. 當消費者的感知信任越高，會增強KOC發布內容特徵與購買意願的正向關係。 4. 當產品類別(享樂型與功能型)的性質越高，會增強 KOC發布內容特徵與購買意願的正向關係。

With the widespread adoption of the internet and smartphones, social commerce, which integrates social media and e-commerce, has provided consumers with a more convenient and enriched social and online shopping experience. In recent years, various social commerce platforms have emerged in China, with Xiaohongshu standing out the most. Its unique platform atmosphere, extensive application, and encouragement of creative mechanisms have offered high-quality community interaction and business activity support for regular users, businesses, and creators alike. Leveraging these advantages, Xiaohongshu's user base has surged annually, making it the most downloaded social app in China over the past year. Furthermore, the inherent characteristics of social commerce have diversified its marketing strategies. Among these, utilizing KOCs as marketing tools and implementing robust KOC-centric strategies have gradually become key marketing approaches for platforms. Moreover, Xiaohongshu, which boasts with the highest proportion of KOCs in the market, provides an excellent foundational environment for this research. Through a review and exploration of the literature, it has been found that many studies examine the impact of macro influencers in online marketing, such as Key Opinion Leaders (KOLs) and celebrity effects, on consumer purchase intentions. However, there is less research on micro influencers (Key Opinion Consumers , KOCs). Among the limited studies on KOCs, most focus on their personal characteristics, with few specifically discussing the impact of KOC content characteristics on purchase intentions. In practice, many famous companies have already utilized KOC content management to enhance consumer purchase intentions and promote sales. Therefore, to address this research gap, this study will employ a questionnaire survey method to explore the impact of KOC content characteristics on purchase intentions on the social commerce platform Xiaohongshu, based on the Persuasion Knowledge Model. In this study, KOC content characteristics will be the independent variable, and purchase intentions will be the dependent variable. Additionally, relationship strength, perceived trust, and product category will be included as moderating variables to examine whether these factors interfere with the relationship between KOC content characteristics and consumer purchase intentions. A total of 385 valid questionnaires were collected for analysis using linear regression models to examine both main and moderating effects. The findings from this research are outlined below: 1. The degree of KOC Content Characteristics has a significant positive impact on purchase intention. 2. When the strength of the relationship between KOC and consumers is stronger, it will enhance the positive relationship between KOC Content Characteristics and purchase intentions. 3. When the consumer’s perceived trust is higher, it will enhance the positive relationship between KOC Content Characteristics and purchase intentions. 4. When the nature of the product category (functional or hedonic) is higher, it will enhance the positive relationship between KOC Content Characteristics and purchase intentions.