| 摘要: | 根據Datareportal於2023年針對台灣數位市場的報告，其顯示台灣主要社交媒體平臺的用戶量不斷地增加中，其中包含Facebook、YouTube、Instagram和TikTok。這股趨勢激起KOL這一職業的興起，且不斷強化該職業在市場中的影響力。KOL作為新興職業，實際上與代言人的概念非常相似。過去的研究大多從產品的本地化與國際化特性探討代言人選擇的影響因素。不同於過去研究，本研究將產品分為功能型與展示型，且應用在社群中，探討不同國籍的KOL推廣不同產品類型時，是否會產生不同的市場效果。為了探究此議題，本研究是從社會距離和解釋水平理論的角度進行探討。
本研究將國內KOL視為社會距離較近的目標對象，因為他們與本地消費者有相同文化背景；將國外KOL視為社會距離較遠的目標對象，因為他們與本地消費者存在文化背景的差異。基於解釋水平理論，當個體認為與目標對象的社會距離較近時，他們傾向於使用低解釋水平來思考；相反，當個體認為與目標對象的社會距離較遠時，他們傾向於使用高解釋水平來思考。在日常中，國內外KOL常推廣不同的產品，而本研究將產品分為以強調實用性的功能型產品和以強調個人品味的展示型產品。根據解釋水平理論，消費者欲購買功能型產品時，傾向於低解釋水平評估；相反，在欲購買展示型產品時，則傾向於使用高解釋水平評估。因此，本研究提出產品類型與KOL的國籍背景可以透過解釋水平和心理距離的適配性來提升消費者的購買意願。本研究推測當推廣功能型產品時，社會距離較近的國內KOL比社會距離較遠的國外KOL更能提升消費者的購買意願(H1)；反之，當推廣展示型產品時，社會距離較遠的國外KOL比社會距離較近的國內KOL更能提升消費者的購買意願(H2)。
本研究通過實驗法探討產品類型和社會距離對消費者購買意願的影響。實驗設計包括以下四種情景，分別為國內KOL推廣功能型產品、國內KOL推廣展示型產品、國外KOL推廣功能型產品以及國外KOL推廣展示型產品。研究結果表明，當功能型產品由社會距離較近的國內KOL推廣時，與社會距離較遠的國外KOL相比，更能有效提升消費者的購買意願(H1)。然而，對於展示型產品而言，無論是由社會距離較近的國內KOL或社會距離較遠的國外KOL推廣，都未對消費者的購買意願產生顯著影響(H2)。
According to a 2023 report by Datareportal on Taiwan's digital market, the user base of major social media platforms in Taiwan is continuously growing, including Facebook, YouTube, Instagram, and TikTok. This trend has spurred the rise of Key Opinion Leaders (KOLs), following by improving their influence in the market. As an emerging profession, KOLs closely resemble the concept of spokespersons. Past research focused on the influence of spokesperson selection based on the localization and internationalization characteristics of products. Diverging from previous studies, this study categorizes products into functional and display types, following by applying them in social media and investigating whether different nationalities of KOLs promoting different types of products yield varied market effects. This study is approached from the perspectives of social distance and construal level theory.
In this study, domestic KOLs are considered as a person with closer social distance because of their shared cultural background with local consumers; foreign KOLs are considered as a person with distant social distance due to cultural differences with local consumers. Based on construal level theory, individuals tend to use a lower level of construal when they perceive a closer social distance with the person. Conversely, a higher level of construal is used when the perceived social distance is distant. In practice, both domestic and foreign KOLs often promote different products. Therefore, this study classified as either utilization products emphasizing practicality or exhibition products emphasizing personal taste. According to construal level theory, consumers tend to evaluate utilization products at a lower level of construal, whereas exhibition products are evaluated at a higher level of construal. Hence, this study proposes that the product type and the KOL’s nationality can enhance consumer’s purchase intention through the compatibility of construal level and psychological distance. This study hypothesizes that for promoting the utilization products, domestic KOLs with closer social distance can enhance consumer’s purchase intention more effectively than foreign KOLs with distant social distance (H1). Conversely, for display products, foreign KOLs with distant social distance are hypothesized to enhance consumer’s purchase intention more effectively than domestic KOLs with closer social distance (H2).
This research uses experimental methods to explore the impact of product type and social distance on consumer’s purchase intention. The experimental design includes four scenarios: domestic KOLs promoting utilization products, domestic KOLs promoting exhibition products, foreign KOLs promoting utilization products, and foreign KOLs promoting exhibition products. The results indicate that domestic KOLs with closer social distance significantly increase consumer’s purchase intention more effectively compared to foreign KOLs with greater social distance for utilization products(H1). Regarding exhibition products, no significant impact on consumer’s purchase intention was observed, whether promoted by domestic KOLs with closer social distance or foreign KOLs with distant social distance (H2). |
