別人推你就買？以Instagram的內容行銷看契合度和品牌態度對購買意圖的影響
You buy when others recommend you? The influence of fit and brand attitude on purchase intention from the perspective of Instagram's business content
作者
莊明華、蔡敏敏
中文摘要
綜觀過去 KOL 內容行銷相關之研究，討論社群媒體平台能否體現消費者產 生購買意圖的研究仍相當有限。本文以台灣年輕用戶主要使用的社群網站 Instagram 作為研究平台，採用線上問卷調查法，從內容行銷的角度，探討 KOL 的可信度、與業配內容之契合度，及合作品牌態度如何相互影響，同時檢視以 上作用如何加深消費者的購買意圖。研究結果發現，品牌態度為影響消費者購 買意圖與行為之主要因素。契合度可有效調節可信度和品牌態度，但契合度對 品牌態度和購買意圖無調節效果。
英文摘要
Looking at the past research related to KOL content marketing, the research on whether the social media platform can reflect consumers' purchase intention is still quite limited. Taking Instagram, a social networking site mainly used by young users in Taiwan, as the research platform, this paper uses the online questionnaire survey method to explore whether the credibility of KOL interacts with the fit and brand attitude of industry matching content from the perspective of content marketing, and examines how the above effects deepen consumers' purchase intention. The results show that brand attitude is the main factor affecting consumers' purchase intention and behavior. Fit can effectively moderate credibility and brand attitude, but fit has no effect on brand attitude and purchase intention.