小紅書穿搭KOL特徵影響用戶購買意願因素之研究

Abstract

隨著web2.0時代的興起，網民規模持續擴大，結合社區+電子商務功能的社區媒體平台，已逐漸成為人們獲取資訊與分享生活經驗的重要管道。小紅書自2013年創立以來，用戶規模持續提升，並逐步發展成為影響用戶消費決策的重要社區電商平臺。本研究旨在探討小紅書平台上穿搭KOL特徵對用戶購買意願之影響，並進一步檢視感知有用性與感知信任在其中發揮的中介作用。本研究採用SOR理論模型為研究基礎，以使用過小紅書平台並且追蹤穿搭KOL的用戶作為研究對象。採用便利抽樣的方式進行問卷調查。本研究共回收有效問卷293份。研究結果顯示，穿搭KOL的獨特性、專業性及原創性均正向顯著影響用戶的感知有用性與感知信任；穿搭KOL的獨特性和原創性正向顯著影響用戶的購買意願，而專業性對用戶購買意願不具有顯著影響；同時，用戶的感知有用性與感知信任也會正向顯著影響用戶的購買意願；此外，感知有用性及感知信任在穿搭KOL獨特性、原創性特徵與用戶購買意願間起到部分中介作用，在專業性與用戶購買意願間起到完全中介作用。研究結果有助於深化社群媒體影響消費者行為機制之理解，亦對企業品牌、KOL行銷策略具有實務參考價值。With the rise of the Web 2.0 era and the continuous expansion of internet users, social media platforms that integrate community and e-commerce functions have gradually become key channels for individuals to obtain information and share life experiences. Since its launch in 2013, Xiaohongshu has steadily expanded its user base and has evolved into a significant social commerce platform influencing consumer purchasing decisions.This study aims to examine the influence of fashion Key Opinion Leaders’ characteristics on users’ purchase intentions on Xiaohongshu, and further explores the mediating roles of perceived usefulness and perceived trust. Guided by the Stimulus-Organism-Response theoretical framework, this research targeted users who have previously used Xiaohongshu and followed fashion KOLs. Data were collected through a convenience sampling method, resulting in 293 valid responses.The empirical findings reveal that the uniqueness, professionalism, and originality of fashion KOLs all have significant positive effects on users’ perceived usefulness and perceived trust. Among these, uniqueness and originality also exhibit significant positive effects on users’ purchase intentions, whereas professionalism does not. Moreover, both perceived usefulness and perceived trust positively and significantly influence purchase intentions. The mediation analysis further indicates that perceived usefulness and perceived trust partially mediate the effects of KOLs’ uniqueness and originality on users’ purchase intentions, while fully mediating the effect of professionalism.These findings contribute to a deeper understanding of how social media influences consumer behavior, and offer practical implications for corporate branding and KOL marketing strategies.