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題名 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
作者 趙家蓁
Chao, Chia-Chen
貢獻者 陳冠儒
Chen, Kuan-Ju
趙家蓁
Chao, Chia-Chen
關鍵詞 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
日期 2025
上傳時間 4-Aug-2025 13:42:54 (UTC+8)
摘要 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.
參考文獻 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。
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
112363015
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112363015
資料類型 thesis
dc.contributor.advisor 陳冠儒zh_TW
dc.contributor.advisor Chen, Kuan-Juen_US
dc.contributor.author (Authors) 趙家蓁zh_TW
dc.contributor.author (Authors) Chao, Chia-Chenen_US
dc.creator (作者) 趙家蓁zh_TW
dc.creator (作者) Chao, Chia-Chenen_US
dc.date (日期) 2025en_US
dc.date.accessioned 4-Aug-2025 13:42:54 (UTC+8)-
dc.date.available 4-Aug-2025 13:42:54 (UTC+8)-
dc.date.issued (上傳時間) 4-Aug-2025 13:42:54 (UTC+8)-
dc.identifier (Other Identifiers) G0112363015en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/158424-
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) 112363015zh_TW
dc.description.abstract (摘要) 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。zh_TW
dc.description.abstract (摘要) 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.en_US
dc.description.tableofcontents 目錄 5 第一章 緒論 7 第一節 研究背景與動機 7 第二節 研究目的 10 第三節 研究流程 11 第二章 文獻回顧 12 第一節 KOC行銷概述 12 第二節 4C策略行銷架構 16 第三節 消費者決策四大階段：進店、轉化、複購、推薦 21 第四節 4C架構與峰值體驗的整合 24 第三章 研究方法 25 第一節 深度訪談法 25 第二節 研究架構 27 圖3.1、研究架構圖 27 第三節 訪綱設計 28 第四節 受訪對象 30 第四章 研究結果 37 第一節 KOC的經營模式與策略 37 第二節 消費者與KOC的互動 45 第三節 KOC與粉絲結果對照 53 第五章 結論與建議 57 第一節 研究結論 57 第二節 研究貢獻 60 第三節 研究限制與未來建議 62 參考文獻 63 英文參考資料 63 中文參考資料 65 附錄 66 訪綱 66zh_TW
dc.format.extent 1973216 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112363015en_US
dc.subject (關鍵詞) 關鍵意見消費者（KOC）zh_TW
dc.subject (關鍵詞) Instagramzh_TW
dc.subject (關鍵詞) 4C 策略行銷zh_TW
dc.subject (關鍵詞) 峰值體驗zh_TW
dc.subject (關鍵詞) 消費者決策zh_TW
dc.subject (關鍵詞) Key Opinion Consumer (KOC)en_US
dc.subject (關鍵詞) Instagramen_US
dc.subject (關鍵詞) 4C Strategic Marketingen_US
dc.subject (關鍵詞) Consumer Moments of Truthen_US
dc.subject (關鍵詞) Consumer Decision-makingen_US
dc.title (題名) 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zh_TW
dc.title (題名) Exploring the Effectiveness of Instagram KOC in Business Collaborations: Integrating the Frameworks of 4C Strategic Marketing and Consumer Moments of Truthen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 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。zh_TW