根據先勢集團與東方線上在2019年發表的「第三類媒體」年度報告顯示，台灣社群媒體使用的前三名，分別是Facebook、YouTube、Instagram，而依據近五年的變化顯示Facebook和YouTube的使用率占比極高，分別達89.9%、82.5%，Instagram更是從2014年的2.7%遽升到2018年的34.5%，成長了十二倍之多，由此可知社群媒體的發展潛力不容小覷，愈來愈多人開始願意在各大社群平台上向他人分享自己的生活，成為具有龐大影響力的KOL（關鍵意見領袖）。其中，穿搭產業在網路及社群媒體平台上深受一般大眾的關注，因此在社群媒體平台上便出現了許多的穿搭KOL，他們經常定期分享穿搭內容，包含照片、影片、購買資訊，吸引特定族群參考、分享，進而產生購買行為。而在這快速成長的趨勢之下，究竟哪些關鍵因素會促使消費者觀看KOL的穿搭介紹資訊，這是穿搭KOL所必須關切的重要議題。
    本研究將採用知覺價值構面(Perceived Value Model)以探討功能價值、享樂價值、社會價值及象徵價值是否會影響消費者對社群媒體穿搭KOL之追隨意圖。
    本研究使用SPSS 22.0與LISREL 8.71做為資料分析工具，透過結構方程模式分析來驗證，研究結果發現在台灣的市場中，消費者的功能價值、享樂價值與象徵價值會顯著影響其對社群媒體穿搭KOL的追隨意圖，而社會因素是沒有顯著影響力的；另外，消費者的功能價值、享樂價值及象徵價值在影響其對社群媒體穿搭KOL追隨意圖的過程中，態度確實扮演著重要的中介角色。

According to the “Third Type Media” annual report published by Pilot Group and iSURVEY in 2019, the most used social media in Taiwan are Facebook, YouTube and Instagram. The penetration rate of Facebook and YouTube has increased dramatically in the past five years, reaching 89.9% and 82.5% respectively. The percentage of using Instagram has risen sharply from 2.7% to 34.5% between 2014 and 2018, a twelvefold increase. Competition among social mesdia market is getting more and more intense. People are willing to share their lives with others on social media and become key opinion leaders (KOLs) with huge influence. Among all industries, the outfit industry receives plenty of attention from the public using social media platforms. Therefore, many outfit KOLs started to regularly share outfit to followers who are interested in their content so as to impact their purchase behavior. What are the key factors that will enhance consumers' intention to watch KOL's outfit introduction information is a matter of great concern to the outfit KOLs. This study employs the Perceived Value Model to investigate what are the critical factors impact people to follow the outfit KOLs on social media platform.
	Using SPSS 22.0 and LISREL 8.71 as data analysis tools, this study verifies that in Taiwan’s market, functional value, hedonic value and symbolic value have significant influences on the consumers’ intention to follow the outfit KOLs on social media platform. And consumers’ attitude does play an important intermediate role affecting consumers’ intention to follow the outfit KOLs on social media platform.

目錄	I
表目錄	III
圖目錄	V
第一章 緒論	1
第一節 研究背景	1
第二節 研究動機	5
第三節 研究目的	6
第四節 研究範圍及對象	6
第五節 研究流程	7
第二章 文獻回顧	8
第一節 社群媒體	8
第二節 影響力行銷	13
第三節 知覺價值與衡量構面	16
第四節 態度	29
第五節 追隨意圖	32
第三章 研究方法	35
第一節 研究架構	35
第二節 研究假說	36
第三節 研究變數之操作性定義與衡量	39
第四節 研究設計	45
第五節 資料分析方法	47
第四章 資料分析與結果	52
第一節 敘述性統計分析	52
第二節 結構方程模式分析	75
第五章 研究結論與發現	87
第一節 研究結論	87
第二節 研究發現	88
第三節 研究限制與未來建議	91
參考文獻	92
一、中文部份	92
二、英文部分	93
附錄 研究問卷	103

表目錄
表 2-1 知覺價值定義整理	17
表 2-2 知覺價值衡量構面之整理	23
表 2-3 本研究採用之相關學者定義整理	27
表 2-4 態度相關研究之整理	30
表 2-5 使用意圖定義之整理	33
表 3-1 研究假說整理表	38
表 3-2 功能價值之操作性定義	39
表 3-3 享樂價值之操作性定義	40
表 3-4 社會價值之操作性定義	41
表 3-5 象徵價值之操作性定義	42
表 3-6 態度之操作性定義	43
表 3-7 追隨意圖之操作性定義	44
表 3-8 問卷發放與回收狀況	46
表 3-9 LISREL參數符號說明	49
表 3-10 整體模式之配適度指標	51
表 4-1 整體有效樣本之年齡分佈情形	53
表 4-2 整體有效樣本之婚姻狀況分佈情形	54
表 4-3 整體有效樣本之教育程度分佈情形	55
表 4-4 整體有效樣本之職業分佈情形	56
表 4-5 整體有效樣本之平均月收入分佈情形	57
表 4-6 整體有效樣本之居住地區分佈情形	58
表 4-7 瀏覽過的穿搭KOL之分布情形	59
表 4-8 受訪者對於是否追蹤過穿搭KOL之分布情形	60
表 4-9 使用社群媒體時間長短之分佈情形	61
表 4-10 使用社群媒體頻率之分佈情形	62
表 4-11 每次使用社群媒體的時間之分佈情形	63
表 4-12 追蹤穿搭KOL時間長短之分佈情形	64
表 4-13 目前追蹤穿搭KOL人數之分佈情形	65
表 4-14 平均多久觀看一次穿搭KOL之分佈情形	66
表 4-15 每次觀看穿搭KOL的時間之分佈情形	67
表 4-16 用戶追蹤穿搭KOL的社群媒體之分佈情形	68
表 4-17 用戶最主要追蹤穿搭KOL的社群媒體之分佈情形	69
表 4-18 不曾追蹤穿搭KOL的理由之分佈情形	70
表 4-19 受訪者是否因為穿搭KOL的介紹資訊產生購買行為	71
表 4-20 因穿搭KOL的介紹而產生消費的次數之分佈情形	72
表 4-21 平均消費金額之分佈情形	73
表 4-22 不曾因穿搭KOL的介紹而產生購買行為的理由之分佈情形	74
表 4-23 線性結構模型之相關參數說明	77
表 4-24 整體配適度衡量結果	79
表 4-25 整體衡量模式之評估	80
表 4-26 整體之研究假說驗證結果	84
表 4-27 整體路徑效果分析	86

圖目錄
圖 1-1 社群媒體使用前三名近五年變化	3
圖 1-2 影響力行銷市場規模	3
圖 1-3 搜尋關鍵字「穿搭」次數	4
圖 1-4 研究流程圖	7
圖 3-1 研究架構圖	35
圖 4-1 本研究之整體模式線性結構圖	76
圖 4-2 本研究之路徑結構關係圖	85

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