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題名 Instagram網路影響者對於消費者購買美妝保養品意願之影響探討
The Impact of Instagram Influencers on Consumer Purchase Intentions of Cosmetics and Skincare Products作者 廖芙萱
Liao, Fu-Xuan貢獻者 白佩玉
Pai, Pei-Yu
廖芙萱
Liao, Fu-Xuan關鍵詞 影響者行銷
消費者旅程
行銷策略
美妝保養產業
Influencer marketing
Customer journey
Marketing strategies
Cosmetics and skincare industry日期 2023 上傳時間 1-九月-2023 15:00:39 (UTC+8) 摘要 近年來社群媒體的蓬勃發展，使得影響者行銷一詞產生，並改變了企業的行銷策略，企業開始與影響者合作傳遞品牌或產品資訊給消費者，透過影響者的大量追隨者客群獲得品牌曝光及知名度，並激發其追隨者產生對於產品的需求，進而將其追隨者轉換成企業顧客。而值得注意的是，美妝保養產業一直以來皆是使用影響者行銷策略的一大市場，隨著 2023 年台灣疫情逐步解封帶來的美妝保養產品購物量回流，如何透過影響者行銷創造企業價值也成為此美妝保養產業內企業的一大課題。然而，影響者所使用的社群媒體平台眾多，針對如何制定有效的Instagram影響者行銷策略仍有其探討空間。本研究透過深度訪談美妝保養產品的消費者，了解並分析消費者購買美妝保養產品時的消費者旅程階段，並發掘各階段中影響者貼文有哪些因素會影響消費者的行為。根據研究結果分析，本研究建議企業在進行影響者行銷時應考慮影響者與其品牌或產品的適配性：若影響者形象與產品不符或其專業領域與該產品不適合，則可能大大地降低可信度，進而無法透過影響者帶來產品購買的轉換量。此外，影響者行銷的優勢在於相較名人代言更具真實性，且更容易讓消費者信任，因此在影響者宣傳貼文規範內也應訂定規範避免影響者相較名人更真實的優勢流失。最後，企業也應制定行銷步驟，分析每一階段中期望能提供給消費者的產品資訊，結合消費者期望接受到的產品資訊從中找到最適當的平衡點，並根據此分析決定每一步驟的產品行銷主題。
In recent years, the flourishing development of social media has given rise to influencer marketing, which has changed companies` marketing strategies. Companies are increasingly leveraging influencers to reach consumers and promote brand or product informations through collaborations with influencers. Companies can gain brand exposure and awareness by collaborating with influencers to reach the followers of theseinfluencers. Furthermore, influencers stimulate demand among their followers, in order to convert them into companies` customers.It is worth noting that the beauty and skincare industry has been a major market for influencer marketing strategies. As Taiwan gradually lifts COVID-19 restrictions since 2023, the return of consumer interest in beauty and skincare products poses a significant challenge for companies in this industry to create value through influencer marketing.As influencer marketing becomes more widely used, there is still room for exploration in terms of formulating effective influencer marketing strategies and understanding the factors which will influence consumer purchase intentions. In this study, we conducted in-depth interviews with consumers of beauty and skincare products to analyze consumer journey stages and identify which factors of influencers` posts on Instagram will influence customer behavior.Based on the analysis of the research findings, we suggest that companies should consider the alignment between influencers` image and their brand or product. If there is a mismatch between the influencer`s image and the product, or if the influencer`s expertise does not align with the product, it can significantly reduce credibility and it might be hard to create purchase conversion from influencers. Additionally, compared to celebrity endorsements, influencer marketing is considered more authentic by consumers. Therefore, it is essential to establish guidelines for influencer promotional posts to preserve the authenticity that sets them apart from traditional celebrity endorsements. Lastly, companies should develop marketing steps and determine product marketing strategy of each step by analyzing suitable product information for each step of the customer journey and customers` need of the product information.參考文獻 一、中文文獻1. 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， 3(2)，122-136。2. 邱淑華（2012）。從意見領袖到影響者: 談網路時代的影響力行銷。廣告學研究，37，33-51。3. 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國立政治大學
企業管理研究所(MBA學位學程)
110363068資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110363068 資料類型 thesis dc.contributor.advisor 白佩玉 zh_TW dc.contributor.advisor Pai, Pei-Yu en_US dc.contributor.author (作者) 廖芙萱 zh_TW dc.contributor.author (作者) Liao, Fu-Xuan en_US dc.creator (作者) 廖芙萱 zh_TW dc.creator (作者) Liao, Fu-Xuan en_US dc.date (日期) 2023 en_US dc.date.accessioned 1-九月-2023 15:00:39 (UTC+8) - dc.date.available 1-九月-2023 15:00:39 (UTC+8) - dc.date.issued (上傳時間) 1-九月-2023 15:00:39 (UTC+8) - dc.identifier (其他 識別碼) G0110363068 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/146919 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 110363068 zh_TW dc.description.abstract (摘要) 近年來社群媒體的蓬勃發展，使得影響者行銷一詞產生，並改變了企業的行銷策略，企業開始與影響者合作傳遞品牌或產品資訊給消費者，透過影響者的大量追隨者客群獲得品牌曝光及知名度，並激發其追隨者產生對於產品的需求，進而將其追隨者轉換成企業顧客。而值得注意的是，美妝保養產業一直以來皆是使用影響者行銷策略的一大市場，隨著 2023 年台灣疫情逐步解封帶來的美妝保養產品購物量回流，如何透過影響者行銷創造企業價值也成為此美妝保養產業內企業的一大課題。然而，影響者所使用的社群媒體平台眾多，針對如何制定有效的Instagram影響者行銷策略仍有其探討空間。本研究透過深度訪談美妝保養產品的消費者，了解並分析消費者購買美妝保養產品時的消費者旅程階段，並發掘各階段中影響者貼文有哪些因素會影響消費者的行為。根據研究結果分析，本研究建議企業在進行影響者行銷時應考慮影響者與其品牌或產品的適配性：若影響者形象與產品不符或其專業領域與該產品不適合，則可能大大地降低可信度，進而無法透過影響者帶來產品購買的轉換量。此外，影響者行銷的優勢在於相較名人代言更具真實性，且更容易讓消費者信任，因此在影響者宣傳貼文規範內也應訂定規範避免影響者相較名人更真實的優勢流失。最後，企業也應制定行銷步驟，分析每一階段中期望能提供給消費者的產品資訊，結合消費者期望接受到的產品資訊從中找到最適當的平衡點，並根據此分析決定每一步驟的產品行銷主題。 zh_TW dc.description.abstract (摘要) In recent years, the flourishing development of social media has given rise to influencer marketing, which has changed companies` marketing strategies. Companies are increasingly leveraging influencers to reach consumers and promote brand or product informations through collaborations with influencers. Companies can gain brand exposure and awareness by collaborating with influencers to reach the followers of theseinfluencers. Furthermore, influencers stimulate demand among their followers, in order to convert them into companies` customers.It is worth noting that the beauty and skincare industry has been a major market for influencer marketing strategies. As Taiwan gradually lifts COVID-19 restrictions since 2023, the return of consumer interest in beauty and skincare products poses a significant challenge for companies in this industry to create value through influencer marketing.As influencer marketing becomes more widely used, there is still room for exploration in terms of formulating effective influencer marketing strategies and understanding the factors which will influence consumer purchase intentions. In this study, we conducted in-depth interviews with consumers of beauty and skincare products to analyze consumer journey stages and identify which factors of influencers` posts on Instagram will influence customer behavior.Based on the analysis of the research findings, we suggest that companies should consider the alignment between influencers` image and their brand or product. If there is a mismatch between the influencer`s image and the product, or if the influencer`s expertise does not align with the product, it can significantly reduce credibility and it might be hard to create purchase conversion from influencers. Additionally, compared to celebrity endorsements, influencer marketing is considered more authentic by consumers. Therefore, it is essential to establish guidelines for influencer promotional posts to preserve the authenticity that sets them apart from traditional celebrity endorsements. Lastly, companies should develop marketing steps and determine product marketing strategy of each step by analyzing suitable product information for each step of the customer journey and customers` need of the product information. en_US dc.description.tableofcontents 第壹章 緒論 1第一節 研究背景與動機 1第二節 研究目的與問題 2第三節 研究流程 2第貳章 文獻回顧 4第一節 影響者行銷 4第二節 社群顧客的消費旅程 11第參章 研究方法 16第一節 質性研究分析法 16第二節 訪談問題 17第三節 訪談對象 32第肆章 研究分析與結論 43第一節 使用 Instagram 之動機 43第二節 美妝、保養品的購買流程及習慣 44第三節 Instagram 影響者分享內容如何影響消費旅程各階段 48第伍章 結論與建議 59第一節 研究結論 59第二節 實務建議 65第三節 研究限制與未來研究建議 66參考文獻 69 zh_TW dc.format.extent 8280948 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110363068 en_US dc.subject (關鍵詞) 影響者行銷 zh_TW dc.subject (關鍵詞) 消費者旅程 zh_TW dc.subject (關鍵詞) 行銷策略 zh_TW dc.subject (關鍵詞) 美妝保養產業 zh_TW dc.subject (關鍵詞) Influencer marketing en_US dc.subject (關鍵詞) Customer journey en_US dc.subject (關鍵詞) Marketing strategies en_US dc.subject (關鍵詞) Cosmetics and skincare industry en_US dc.title (題名) Instagram網路影響者對於消費者購買美妝保養品意願之影響探討 zh_TW dc.title (題名) The Impact of Instagram Influencers on Consumer Purchase Intentions of Cosmetics and Skincare Products en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文文獻1. 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， 3(2)，122-136。2. 邱淑華（2012）。從意見領袖到影響者: 談網路時代的影響力行銷。廣告學研究，37，33-51。3. 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