大學生於流行品牌的社會性比較對消費行為之影響

Abstract

隨著社群媒體日益普及，消費者的購買決策模式已從傳統的個人選擇逐漸轉 變為受到網紅、KOL、同儕等人的影響，尤以大學生族群最為明顯。對􏰀，本研 究旨在探討大學生於社群媒體環境中進行社會性比較對其流行品牌消費行為的 影響，並進一􏰁分析社會性比較與購買意圖、購買行為之間的關聯性。本研究以 量化問卷調查結合質性深度訪談方式進行，研究對象為國內大專校院學生，共蒐 集 240 份有效問卷與 15 位深度訪談對象，藉以探究大學生族群在流行品牌選擇 與消費行為上的心理機制與行為模式。研究結果顯示，大學生在社群媒體平台中容易受到同儕、網紅或意見領袖的 影響，產生向上比較與模仿動機，進而提升其對流行品牌的購買意圖與實際購買 行為。􏰀外，本研究亦發現居住地區與每月可支配生活費用等背景變項對消費行 為具有顯著差異。對􏰀，本研究實證結果支持社會性比較理論於數位時代下消費 行為的應用，並對流行品牌業者提供針對年輕消費群體的實務建議，包括利用社 群媒體營造可親近的品牌形象、善用網紅行銷、發展分群行銷策略，以及建立社 群互動機制等方式以提升消費者購買意圖與購買行為。With the increasing prevalence of social media, consumers' purchasing decision-making processes have gradually shifted from traditional individual choices to being influenced by internet celebrities, key opinion leaders (KOLs), and peers—particularly among university students. In response, this study aims to explore how social comparison among university students in the context of social media influences their consumption behavior toward popular brands. Furthermore, it investigates the relationships between social comparison, purchase intention, and actual purchasing behavior. A mixed-methods approach was employed, combining quantitative surveys with qualitative in-depth interviews. The study collected 240 valid survey responses and conducted in-depth interviews with 13 university students in Taiwan to examine the psychological mechanisms and behavioral patterns underlying their preferences for and consumption of popular brands.The results reveal that university students are highly susceptible to the influence of peers, internet celebrities, and opinion leaders on social media platforms. These influences often trigger upward comparisons and imitation motives, thereby increasing students’ purchase intentions and actual purchasing behaviors toward popular brands. Additionally, the study found that background variables such as region of residence and monthly disposable income significantly affect consumer behavior. The empirical findings support the applicability of social comparison theory in the digital age and offer practical implications for popular brand marketers. Specifically, the findings suggest leveraging social media to create approachable brand images, utilizing influencer marketing, implementing market segmentation strategies, and fostering social media engagement mechanisms to enhance consumers' purchase intentions and behaviors.