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題名 關鍵意見消費者(KOC)形成之研究 : 以手機社團為例
The Study of the Forming of Key Opinion Consumer : A Case of Cellular Phone Community
作者 林子仁
Lin, Tzu-Jen
貢獻者 劉慧雯
Liu, Hui-Wen
林子仁
Lin, Tzu-Jen
關鍵詞 關鍵意見消費者
品牌行銷
商業價值
Key Opinion Consumer
Brand Marketing
Business Value
日期 2026
上傳時間 2-Feb-2026 13:01:10 (UTC+8)
摘要 在大量數位行銷或是整合性行銷於網路社群媒體的投資下，關鍵意見領袖的質與量在網路經濟中已經產生了巨大的影響力。然而，有些社群媒體關鍵意見領袖與品牌商合作宣傳產品時，開始顧慮與避免過於商業化的經營，以避免影響其原有的粉絲互動數與觀感，故在與品牌商進行商業合作時，普遍會選擇以較隱匿的方式來推廣產品。品牌商在社群媒體管道上的代言人，在上述問題的考量下已轉換到對關鍵意見消費者的關注與合作，關鍵意見消費者在社群媒體上的商業價值，係反映出其如何利用本身塑造出來的條件來打造可以聚集商業交易行為與產品認同的能力與價值。關鍵意見消費者如何建立其商業價值，其商業價值建構的手段與策略為何？會是關鍵意見消費者是否能持續保有其網路消費市場影響力的重要關鍵。透過深度訪談，本研究發現當一般消費者成為關鍵意見消費者後，最重要的任務就是如何維繫與社團成員的信任感與真實感；一旦社團成員發現關鍵意見消費者的資訊與評論與事實不符，或是過度依附在品牌商的經濟誘因時，關鍵意見消費者的被信任度會降低，關鍵意見消費者的角色就會逐漸消失。
Within the new economic market under the power of social media, key opinion leaders possess gigantic influences. Key opinion leaders however have worried about the issues of over-commercialization with the brand companies. Brand companies thus attempt to see another representative in social media and have been starting to aim at the cooperations with key opinion consumers. How to build the business values of key opinion consumers and keep the influences thus have become the critical lessons to the online business market. Through the in-depth interview, the study proposes that once the common consumer has become a key opinion consumer, the most important task is to maintain trustworthiness and realism between other social media group members. If members find biased information or over-embedded in economic intentions, the character of key opinion consumers would collapse and vanish.
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描述 碩士
國立政治大學
傳播學院碩士在職專班
109941012
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109941012
資料類型 thesis
dc.contributor.advisor 劉慧雯zh_TW
dc.contributor.advisor Liu, Hui-Wenen_US
dc.contributor.author (Authors) 林子仁zh_TW
dc.contributor.author (Authors) Lin, Tzu-Jenen_US
dc.creator (作者) 林子仁zh_TW
dc.creator (作者) Lin, Tzu-Jenen_US
dc.date (日期) 2026en_US
dc.date.accessioned 2-Feb-2026 13:01:10 (UTC+8)-
dc.date.available 2-Feb-2026 13:01:10 (UTC+8)-
dc.date.issued (上傳時間) 2-Feb-2026 13:01:10 (UTC+8)-
dc.identifier (Other Identifiers) G0109941012en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/161454-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 傳播學院碩士在職專班zh_TW
dc.description (描述) 109941012zh_TW
dc.description.abstract (摘要) 在大量數位行銷或是整合性行銷於網路社群媒體的投資下，關鍵意見領袖的質與量在網路經濟中已經產生了巨大的影響力。然而，有些社群媒體關鍵意見領袖與品牌商合作宣傳產品時，開始顧慮與避免過於商業化的經營，以避免影響其原有的粉絲互動數與觀感，故在與品牌商進行商業合作時，普遍會選擇以較隱匿的方式來推廣產品。品牌商在社群媒體管道上的代言人，在上述問題的考量下已轉換到對關鍵意見消費者的關注與合作，關鍵意見消費者在社群媒體上的商業價值，係反映出其如何利用本身塑造出來的條件來打造可以聚集商業交易行為與產品認同的能力與價值。關鍵意見消費者如何建立其商業價值，其商業價值建構的手段與策略為何？會是關鍵意見消費者是否能持續保有其網路消費市場影響力的重要關鍵。透過深度訪談，本研究發現當一般消費者成為關鍵意見消費者後，最重要的任務就是如何維繫與社團成員的信任感與真實感；一旦社團成員發現關鍵意見消費者的資訊與評論與事實不符，或是過度依附在品牌商的經濟誘因時，關鍵意見消費者的被信任度會降低，關鍵意見消費者的角色就會逐漸消失。zh_TW
dc.description.abstract (摘要) Within the new economic market under the power of social media, key opinion leaders possess gigantic influences. Key opinion leaders however have worried about the issues of over-commercialization with the brand companies. Brand companies thus attempt to see another representative in social media and have been starting to aim at the cooperations with key opinion consumers. How to build the business values of key opinion consumers and keep the influences thus have become the critical lessons to the online business market. Through the in-depth interview, the study proposes that once the common consumer has become a key opinion consumer, the most important task is to maintain trustworthiness and realism between other social media group members. If members find biased information or over-embedded in economic intentions, the character of key opinion consumers would collapse and vanish.en_US
dc.description.tableofcontents 中文摘要 i Abstract ii 目錄 iii 圖目錄 v 表目錄 vi 第一章 緒論 1 第一節 研究背景與脈絡 1 第二節 研究動機 4 第三節 研究目的與研究問題 6 第四節 研究流程 7 第二章 文獻回顧 9 第一節 虛擬社群與Facebook 9 第二節 從眾行為與知覺價值 13 第三節 迷群文化與生產性消費者 18 第四節 從關鍵意見領袖到關鍵意見消費者 21 第三章 研究方法 26 第一節 研究對象 26 第二節 研究方法 28 第三節 研究倫理 31 第四章 研究分析 32 第一節 從一般消費者到關鍵意見消費者 32 第二節 關鍵意見消費者的商業價值形成過程 37 第三節 品牌商與關鍵意見消費者之關係 46 第四節 關鍵意見消費者商業價值轉化實際商業利潤的渠道 52 第五章 結論與建議 60 第一節 結論 60 第二節 研究限制與研究建議 62 參考文獻 64 附錄一 研究參與者知情同意書 73zh_TW
dc.format.extent 2199497 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109941012en_US
dc.subject (關鍵詞) 關鍵意見消費者zh_TW
dc.subject (關鍵詞) 品牌行銷zh_TW
dc.subject (關鍵詞) 商業價值zh_TW
dc.subject (關鍵詞) Key Opinion Consumeren_US
dc.subject (關鍵詞) Brand Marketingen_US
dc.subject (關鍵詞) Business Valueen_US
dc.title (題名) 關鍵意見消費者(KOC)形成之研究 : 以手機社團為例zh_TW
dc.title (題名) The Study of the Forming of Key Opinion Consumer : A Case of Cellular Phone Communityen_US
dc.type (資料類型) thesisen_US
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