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| Title: | 探討Instagram KOC商業合作行為效益：以策略行銷4C與消費者關鍵時刻洞察為架構
Exploring the Effectiveness of Instagram KOC in Business Collaborations: Integrating the Frameworks of 4C Strategic Marketing and Consumer Moments of Truth |
| Authors: | 趙家蓁
Chao, Chia-Chen |
| Contributors: | 陳冠儒
Chen, Kuan-Ju
趙家蓁
Chao, Chia-Chen |
| Keywords: | 關鍵意見消費者（KOC）
Instagram
4C 策略行銷
峰值體驗
消費者決策
Key Opinion Consumer (KOC)
Instagram
4C Strategic Marketing
Consumer Moments of Truth
Consumer Decision-making |
| Date: | 2025 |
| Issue Date: | 2025-08-04 13:42:54 (UTC+8) |
| Abstract: | 在數位科技快速發展與行動網路普及的背景下，社群媒體已成為品牌行銷不可或缺的溝通管道。關鍵意見領袖（Key Opinion Leader, KOL）與關鍵意見消費者（Key Opinion Consumer, KOC）等新型態社群角色迅速崛起，成為品牌與消費者之間的橋梁。KOC 憑藉其真實性與高互動性，逐漸改變品牌與消費者的互動模式。本研究以 Instagram 平台為背景，結合邱志聖（2014）的 4C 策略行銷框架與汪志謙、朱海蓓（2022）的「峰值體驗」理論，探討 KOC 商業合作行為的行銷效益，旨在從內容創作端與接收端雙向視角，分析 KOC 如何影響消費者決策並為品牌創造價值。
本研究目的為：（1）分析 KOC 如何協助品牌降低四項顧客交換成本（外顯單位效益成本、資訊搜尋成本、道德危機成本、專屬陷入成本）；（2）探討消費者在決策歷程（進店、轉化、複購、推薦）中如何受到 KOC 影響。
研究採用質性研究方法，透過文獻探討與深度訪談，訪談對象分為兩類：（1）曾與品牌進行商業合作的 Instagram 料理類 KOC；（2）曾與 KOC 互動的消費者。
研究發現，KOC 透過真實內容與高互動性降低消費者交易成本，促進信任與長期參與。在進店階段，KOC 的生活化內容吸引消費者關注；在轉化階段，其真誠互動緩解道德危機成本；在複購階段，持續分享可增加信任；在推薦階段，KOC 內容易於傳播，驅動口碑效應。本研究為品牌與 KOC 合作提供策略指引，並為影響者行銷理論增添微型影響者的新視角。
With digital growth and widespread mobile internet, social media is a key platform for brand marketing. Key Opinion Consumers (KOCs), known for real and engaging content, act as a bridge between brands and consumers, unlike Key Opinion Leaders (KOLs). This study uses the 4C Strategic Marketing and Consumer Moments of Truth frameworks to explore how Instagram KOC business collaborations work effectively. It examines how KOCs lower four consumer costs—benefit price, information search, trust risk, and loyalty cost—and guide decisions through four stages: entry, purchase, repeat buying, and sharing.
Through interviews with culinary KOCs and their followers, the study shows KOCs build trust with honest, interactive content, attracting attention, encouraging purchases, supporting repeat buying, and boosting word-of-mouth. This offers practical tips for brand-KOC partnerships and adds fresh ideas to influencer marketing, highlighting micro-influencers’ unique role. |
| Reference: | 英文參考資料
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.
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.
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.
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.
Joshi, Y., Lim, W. M., Jagani, K., & Kumar, S. 2023. Social media influencer marketing: foundations, trends, and ways forward. Electronic Commerce Research, 1-55.
Kadekova, Z., & Holienčinová, M. 2018. Influencer marketing as a modern phenomenon creating a new frontier of virtual opportunities. Communication Today, 9(2): 90-105.
Katz, E., & Lazarsfeld, P. 1955. *Personal Influence*. New York: Free Press.
Leung, F. F., Gu, F. F., & Palmatier, R. W. 2022. Online influencer marketing. Journal of the Academy of Marketing Science, 50(2): 226-251.
Minichiello, V., Aroni, R., Timewell, E., & Alexander, L. 1995. *In-depth Interviewing* (2nd ed.). South Melbourne: Longman.
Statista. 2024. Influencer marketing market size worldwide from 2016 to 2024. Retrieved April 29, 2025, from https://www.statista.com/statistics/1092819/global-influencer-market-size/
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 13th International Conference on Web Search and Data Mining, Houston, TX, USA: 636-644.
Zou, Y., & Peng, F. 2019, June. Key opinion leaders' influences in the Chinese fashion market. In *International Conference on Fashion Communication: Between Tradition and Future Digital Developments*: 118–132.
Influencer Marketing Hub. 2024. 35 Influencer Marketing Statistics Shaping 2024. Retrieved May 17, 2025, from https://influencermarketinghub.com/influencer-marketing-statistics/
中文參考資料
AsiaKOL，2025。《2025年網紅行銷趨勢白皮書》。擷取日期：2025年5月17日。
周靜穎，2018。互聯網營銷視角下的KOL廣告傳播效果分析——以母嬰品牌KOL為例。傳播力研究，（20）：166。
商業周刊，2023年7月11日。KOL叫人買，KOC陪你買！行銷圈最夯組合「KOL+KOC」，比請明星更會賣。https://www.businessweekly.com.tw/management/blog/3000757
汪志謙、朱海蓓，2022。《峰值體驗：洞察隱而未知的需求，掌握關鍵時刻影響顧客決策》。台灣：天下雜誌。
邱志聖，2014。《策略行銷分析：架構與實務應用》（第四版）。台北：智勝文化。 |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
112363015 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0112363015 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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