The Investigation of the Key Elements for Mutual Choices between Community Influencers and SEMs by Using CCB Model

• Main Authors: Yu-Hsuan Kuo, 郭于瑄
• Other Authors: 李宗儒
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/login?o=dnclcdr&s=id=%22107NCHU5402028%22.&searchmode=basic

碩士 === 國立中興大學 === 行銷學系所 === 107 === With the rise of the Internet Celebrity Economy, everyone’s attention has shifted from traditional celebrities to community influencers (such as internet celebrity). The recommendations from the community influencers on the social platform is gradually replacing the traditional celebrity endorsements. The companies start working with community influencers to increase brand exposure while companies use community influencers to deliver messages to groups which follow community influencers with interests. This process is CCB (Consumer to Community to Business) model because the community influencers are new roles, the interaction between the community influencers and the companies is still vague, so this study through the Analytic Hierarchy Process (Analytic Hierarchy Process, AHP) and Grey Relational Analysis (GRA) to understand the key factors that influence the decision-making of both parties. This study uses the Analytic Hierarchy Process (AHP) to understand the key factors affecting the interaction between business owners and community influencers. The key factors affecting the choice of business owners to influence community influencers are: " The professionalism of the community influencers", " the reliability of the community influencers"," the popularity of the community influencers", " the after-sales service", " the viewers of the film" .The key factors affecting the choice of influence community influencers to business owners are: "Corporate trust and commitment", "Corporate customer service attitude", "Corporate communication efficiency and coordinative willingness", "Corporate flexibility", due to the scope of the inclusion is too large to cover everything, this study aims to explore this issue. Therefore, the factors are expanded and extended into several criteria, and then Grey Relational Analysis (GRA) is used to understand the influence of business owners and community influencers. The key criteria affecting the choice of business owners to influence community influencers are: " Customers can receive products safely after ordering ", " The platform has return mechanism very completely ", "The platform can respond to customers in a timely manner", "Customers can receive products quickly after ordering", "The platform has a convenient payment mechanism." The key criteria affecting the choice of influence community influencers to business owners are: "Corporate has a good service attitude to customers ", " Corporate keeps the promise", " Corporate has good image and reputation", "The communication efficiency of corporate is high", "Corporate can respond to customer needs in a timely manner" and " Corporate is reliable." The results of this study can be reference for business owners and community influencers. In the future, if business owners and community influencers can understand each other’ opinion in advance before choosing their partners, it could be smoother in the cooperation for two parties.