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題名 影響者行銷：探討 Instagram 美妝 KOC 與消費者關係管理
Influencer Marketing: Exploring the Relationship Management between Beauty KOCs and Consumers on Instagram作者 林玟汝
Lin, Wen-Ju貢獻者 陳冠儒
Chen, Kuan-Ju
林玟汝
Lin, Wen-Ju關鍵詞 美妝產業
美妝保養品
影響者行銷
關鍵意見消費者
Instagram
Instagram
Beauty Industry
Beauty and Skincare Products
Influencer Marketing
Key Opinion Consumer (KOC)日期 2024 上傳時間 5-Aug-2024 12:11:21 (UTC+8) 摘要 近年來，國人對於美妝保養品的需求逐年上升，35% 的國人每月會夠買美妝保養品，且將近五成的消費者每月平均花費 3,000 元以下臺幣購買相關產品。因此，可以看見我國消費者對於美妝產品的需求龐大。該產業營業額於疫情後逐漸復甦，預計 2026 年臺灣美妝市場年收益將突破 6 億美元。 不僅如此，美妝產業中的美妝影響者也是逐年增加，其中最多影響者使用的社群平台為 Instagram。在眾多影響者中，本研究將粉絲人數小於 1 萬名的奈米影響者定義為 Key Opinion Consumer（關鍵意見消費者，KOC），並在後續的研究中探討美妝產業中的 KOC 如何與粉絲進行互動進而鞏固與粉絲之間的關係。 本研究以 RACE 模型作為基礎，透過半結構式的訪談了解粉絲購買美妝保養品的消費旅程，並在購買旅程中加入美妝 KOC 的角色，探討美妝 KOC 在不同階段如何影響粉絲的購買決策。本研究旨在了解美妝 KOC 與粉絲之間的關係，並將粉絲的訪談結果以 RACE 行銷漏斗作為收斂，而美妝 KOC 的訪談結果則收斂為三大策略。 本研究為美妝 KOC 提出可以提高粉絲忠誠度的策略，幫助美妝 KOC 更有效地經營和管理與粉絲之間的互動關係。同時也可以作為品牌方挑選美妝 KOC 進行合作的依據，幫助品牌方找到較能與粉絲建立長遠關係的影響者。
In recent years, the demand for beauty and skincare products among Taiwanese consumers has been steadily increasing, with 35% of the population purchasing such products monthly. Nearly 50% of consumers spend an average of less than NT$3,000 on these products each month, indicating a substantial demand within this market. The industry’s revenue has gradually recovered post-pandemic, and it is predicted that the annual revenue of the Taiwanese beauty market will exceed USD 600 million by 2026. Additionally, the number of beauty influencers within the industry has been increasing yearly, with Instagram being the most widely used social platform among them. This study defines nano-influencers with fewer than 10,000 followers as Key Opinion Consumers (KOCs). This research aims to explore how KOCs in the beauty industry interact with their followers to strengthen these relationships. This study utilizes the RACE model as a foundation, employing semi-structured interviews to understand the consumer journey of purchasing beauty and skincare products. It incorporates the role of beauty KOCs into the purchase journey to understand how they influence followers' purchasing decisions at different stages. The goal is to comprehend the relationship between beauty KOCs and their followers, synthesize interview results into the RACE marketing funnel, and develop three key strategies for beauty KOCs. The study proposes strategies for beauty KOCs to enhance follower loyalty, assisting them in effectively managing and cultivating their interactions with followers. Additionally, it can serve as a reference for brands in selecting beauty KOCs for collaborations, helping them identify influencers who can establish long-term relationships with their followers.參考文獻 一、中文文獻 田哲榮、司徒懿譯，Silverman, D. 著，2010，解析質性研究法與資料，新北：韋伯文化國際出版有限公司。 李昱緯（2023），口罩令鬆綁，國人生活恢復正軌，助攻藥粧零售業營收創新高，經濟部統計處，https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=12448，擷取日期：2023 年 12 月 2 日。 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，第3卷第2期，頁122-136，https://doi.org/10.30072/JDR.200506.0005。 食品藥物管理署，2017，修正化粧品及種類表，106.02.03 部授食字第1061600210 號。 創市際（2023），美容保養篇與時尚潮流媒體類型網站使用概況，創市際雙週刊第 220 期，https://www.ixresearch.com/reports/%E5%89%B5%E5%B8%82%E9%9A%9B%E9%9B%99%E9%80%B1%E5%88%8A%E7%AC%AC%E4%BA%8C%E4%BA%8C%EF%BC%AF%E6%9C%9F-20230417#more-15721，擷取日期：2024 年 5 月 13 日。 萬文隆（2004），深度訪談在質性研究中的應用，生活科技教育月刊，第 37 卷第 4 期，頁 17-23 賴高見（2022），KOL 跌落神壇? KOC 個人特質與購買意願之影響-以權力距離為調節因子，未出版碩士論文，國立成功大學企業管理研究所，臺灣臺南。 KANTAR (2024)，2024台灣美妝市場趨勢報告，https://www4.kantar.com/TW_Beauty_Market_2024，擷取日期：2024 年 5 月 13 日。 KOL Radar (2023)，2023 年美妝網紅行銷趨勢報告書，https://www.kolradar.com/reports/2023-beauty-report?utm_source=blog，擷取日期：2024 年 5 月 12 日。 KOL Radar (2024)，2024 年台灣網紅行銷與社群趨勢洞察報告書，https://www.kolradar.com/reports/2024-influencer-marketing-trend，擷取日期：2024 年 5 月 12 日。 LnData (2023)，2023 美妝產業分析報告，https://www.lndata.com/explore/trend-report/cosmetics-market-2023，擷取日期：2024 年 6 月 13 日。 Yang, Y., & Chen, C. (2023)，2023 ELLE BEAUTY STAR美妝之星「美妝購買行為大調查」公開！近千名網友熱烈參與，一探有趣的消費觀念，跟上這波風潮吧！ELLE，https://www.elle.com/tw/beauty/news/a44412347/2023-elle-beauty-star- surveyresults/，擷取日期：2023 年 12 月 2 日。 二、英文文獻 Amalia, S. I., Mohammad, W., Putri, A., Thalita, D., & Himawari, W. (2023). Optimizing Online Presence for Ayam Bakar Berkah Jakarta: A RACE Framework Approach. Himeka: Journal of Interdisciplinary Social Sciences, 1(1), 59-67. Arslan, I. K. (2020). 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Business Horizons, 57(6), 703-708. https://doi.org/10.1016/j.bushor.2014.07.002 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 Proceedings of the 13th international conference on web search and data mining, Houston, TX, USA, 636-644. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
111363040資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111363040 資料類型 thesis dc.contributor.advisor 陳冠儒 zh_TW dc.contributor.advisor Chen, Kuan-Ju en_US dc.contributor.author (Authors) 林玟汝 zh_TW dc.contributor.author (Authors) Lin, Wen-Ju en_US dc.creator (作者) 林玟汝 zh_TW dc.creator (作者) Lin, Wen-Ju en_US dc.date (日期) 2024 en_US dc.date.accessioned 5-Aug-2024 12:11:21 (UTC+8) - dc.date.available 5-Aug-2024 12:11:21 (UTC+8) - dc.date.issued (上傳時間) 5-Aug-2024 12:11:21 (UTC+8) - dc.identifier (Other Identifiers) G0111363040 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/152432 - 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) 111363040 zh_TW dc.description.abstract (摘要) 近年來，國人對於美妝保養品的需求逐年上升，35% 的國人每月會夠買美妝保養品，且將近五成的消費者每月平均花費 3,000 元以下臺幣購買相關產品。因此，可以看見我國消費者對於美妝產品的需求龐大。該產業營業額於疫情後逐漸復甦，預計 2026 年臺灣美妝市場年收益將突破 6 億美元。 不僅如此，美妝產業中的美妝影響者也是逐年增加，其中最多影響者使用的社群平台為 Instagram。在眾多影響者中，本研究將粉絲人數小於 1 萬名的奈米影響者定義為 Key Opinion Consumer（關鍵意見消費者，KOC），並在後續的研究中探討美妝產業中的 KOC 如何與粉絲進行互動進而鞏固與粉絲之間的關係。 本研究以 RACE 模型作為基礎，透過半結構式的訪談了解粉絲購買美妝保養品的消費旅程，並在購買旅程中加入美妝 KOC 的角色，探討美妝 KOC 在不同階段如何影響粉絲的購買決策。本研究旨在了解美妝 KOC 與粉絲之間的關係，並將粉絲的訪談結果以 RACE 行銷漏斗作為收斂，而美妝 KOC 的訪談結果則收斂為三大策略。 本研究為美妝 KOC 提出可以提高粉絲忠誠度的策略，幫助美妝 KOC 更有效地經營和管理與粉絲之間的互動關係。同時也可以作為品牌方挑選美妝 KOC 進行合作的依據，幫助品牌方找到較能與粉絲建立長遠關係的影響者。 zh_TW dc.description.abstract (摘要) In recent years, the demand for beauty and skincare products among Taiwanese consumers has been steadily increasing, with 35% of the population purchasing such products monthly. Nearly 50% of consumers spend an average of less than NT$3,000 on these products each month, indicating a substantial demand within this market. The industry’s revenue has gradually recovered post-pandemic, and it is predicted that the annual revenue of the Taiwanese beauty market will exceed USD 600 million by 2026. Additionally, the number of beauty influencers within the industry has been increasing yearly, with Instagram being the most widely used social platform among them. This study defines nano-influencers with fewer than 10,000 followers as Key Opinion Consumers (KOCs). This research aims to explore how KOCs in the beauty industry interact with their followers to strengthen these relationships. This study utilizes the RACE model as a foundation, employing semi-structured interviews to understand the consumer journey of purchasing beauty and skincare products. It incorporates the role of beauty KOCs into the purchase journey to understand how they influence followers' purchasing decisions at different stages. The goal is to comprehend the relationship between beauty KOCs and their followers, synthesize interview results into the RACE marketing funnel, and develop three key strategies for beauty KOCs. The study proposes strategies for beauty KOCs to enhance follower loyalty, assisting them in effectively managing and cultivating their interactions with followers. Additionally, it can serve as a reference for brands in selecting beauty KOCs for collaborations, helping them identify influencers who can establish long-term relationships with their followers. en_US dc.description.tableofcontents 第一章、緒論 1 第一節、研究背景 1 第二節、研究動機 5 第三節、研究目的 6 第四節、研究流程 6 第二章、文獻回顧 8 第一節、我國美妝市場概況 8 第二節、關鍵意見領袖與關鍵意見消費者 11 第三節、RACE 行銷漏斗 21 第三章、研究方法 26 第一節、質性研究 26 第二節、訪談流程 26 第三節、訪綱設計 27 第四節、研究對象 28 第四章、研究結果 35 第一節、RACE 各階段的消費者 35 第二節、KOC 經營策略 45 第三節、美妝 KOC 與粉絲結果對照 59 第五章、結論與建議 66 第一節、研究結論 66 第二節、研究貢獻 70 第三節、研究限制與未來建議 72 第六章、參考文獻 74 附錄 82 zh_TW dc.format.extent 2160020 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111363040 en_US dc.subject (關鍵詞) 美妝產業 zh_TW dc.subject (關鍵詞) 美妝保養品 zh_TW dc.subject (關鍵詞) 影響者行銷 zh_TW dc.subject (關鍵詞) 關鍵意見消費者 zh_TW dc.subject (關鍵詞) Instagram zh_TW dc.subject (關鍵詞) Instagram en_US dc.subject (關鍵詞) Beauty Industry en_US dc.subject (關鍵詞) Beauty and Skincare Products en_US dc.subject (關鍵詞) Influencer Marketing en_US dc.subject (關鍵詞) Key Opinion Consumer (KOC) en_US dc.title (題名) 影響者行銷：探討 Instagram 美妝 KOC 與消費者關係管理 zh_TW dc.title (題名) Influencer Marketing: Exploring the Relationship Management between Beauty KOCs and Consumers on Instagram en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文文獻 田哲榮、司徒懿譯，Silverman, D. 著，2010，解析質性研究法與資料，新北：韋伯文化國際出版有限公司。 李昱緯（2023），口罩令鬆綁，國人生活恢復正軌，助攻藥粧零售業營收創新高，經濟部統計處，https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=12448，擷取日期：2023 年 12 月 2 日。 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，第3卷第2期，頁122-136，https://doi.org/10.30072/JDR.200506.0005。 食品藥物管理署，2017，修正化粧品及種類表，106.02.03 部授食字第1061600210 號。 創市際（2023），美容保養篇與時尚潮流媒體類型網站使用概況，創市際雙週刊第 220 期，https://www.ixresearch.com/reports/%E5%89%B5%E5%B8%82%E9%9A%9B%E9%9B%99%E9%80%B1%E5%88%8A%E7%AC%AC%E4%BA%8C%E4%BA%8C%EF%BC%AF%E6%9C%9F-20230417#more-15721，擷取日期：2024 年 5 月 13 日。 萬文隆（2004），深度訪談在質性研究中的應用，生活科技教育月刊，第 37 卷第 4 期，頁 17-23 賴高見（2022），KOL 跌落神壇? 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