摘要
隨著媒介技術的不斷升級，從以PGC為主導地位的報章雜誌與電視媒體，到UGC、PGC混合的自媒體時代，人人都可以選擇合適的社交平臺註冊賬號及發表觀點。同時，由於人們閱讀習慣的改變，使得承載內容的形式也發生了巨大的變化。在注意力分散、學習碎片化的時代，短視頻藉助新技術（互聯網、5G）迅速地普及開來，打破了資訊、知識的孤島現象，也降低了資訊傳播的門檻，讓知道點什麼的線民逐漸擁有了話語敘事權和表達權，成為了繼知識份子後因新媒介而誕生的網路紅人。知識網紅通過分享有深度、有意思、有價值的內容吸引流量和積累人氣，以及通過線上付費課程、商務合作、直播帶貨和商品櫥窗等方式將流量轉化為經濟，實現企業成長。
2020-2023年全球範圍受新冠疫情的影響，人們長時間的居家，激發了線上經濟的發展，如電商、遊戲、網課、辦公協同軟體等。數位化教學已成為各大院校的基礎設施，同時催化了一大批公立教師進入新媒體將自己沉澱多年的教學課程分享給全國各地有需求的群體，並根據不同地區、不同教育背景用戶提供的反饋，及時優化和調整視頻內容，做到寓教於樂、因材施教。相較於其他類型的網紅，知識網紅以其有深度的內容、專業的解析視角、風趣幽默的表達為新一代知識份子開闢了一條流量變現之路，逐漸發展成為各行各業品牌行銷領域有話語權的KOL（關鍵意見領袖），對消費者購買行為產生了深遠的影響。在此背景下，本研究以知識網紅為研究對象，在短視頻行銷情境下，知識網紅對消費者購買行為的影響因素進行研究分析，探究知識網紅短影音的行銷特徵。
知識網紅是傳統知識份子的現代化新裝，其作為行銷市場中有專業知識與接近源頭資訊的KOL，在針對消費者進行行銷說服的過程中，以什麼樣的具體形象特徵、傳播內容、表達方式及說服情境能夠對消費者產生影響，及實現較高的購買轉化率。 鑒於此，為詳細探索消費者心理，本研究使用紮根理論研究方法，採用半結構化訪談的方式獲取大量原始資料，然後針對資料進行三級程式編碼分析，通過對各範疇間邏輯關係比對，圍繞“消費者購買行為”這一故事線，建立與之匹配的結構關係與初步理論模型，並經過理論飽和度檢驗後，分析知識網紅對消費者購買行為的影響因素及影響路徑。
大量公開數據展示，知識網紅的外在特徵、闡述內容的角度、表達內容的方式、使用場景的構建都是影響消費者購買行為的重要因素。其中，知識網紅的外在特徵、闡述內容的角度和表達內容的方式也可以通過影響消費者感知來促進消費者的購買行為，消費者感知在知識網紅的外在特徵、闡述內容的角度、表達內容的方式和消費者購買行為之間起到仲介作用。最後，從三個方面闡述知識網紅如何進行可持續發展的行銷策略，旨在為知識網紅的短視頻行銷策略提供可行性建議，為新媒體輸送豐富多元的知識型人才，打開網民生命的能見度，同時為我國文化知識領域的經濟發展提供借鑒意義。
關鍵詞：知識網紅; 消費行為; 紮根理論

With the continuous iteration of media technology, from the paper media dominated
by PGC to the we-media era mixed by UGC and PGC, everyone can choose the right
social platform to register an account and express their point of view. At the same time,
due to the change in people's behavior of reading, the form of carrying content has also
undergone great changes. In the era of scattered attention and fragmented learning, short
videos are rapidly popularized with the help of new technologies (Internet, 5G), breaking
the island phenomenon of information and knowledge, and lowering the threshold of
content sharing, so that netizens who know something gradually have the right of
discourse narrative and expression, and become knowledge internet celebrities born due
to new media after traditional intellectuals. Knowledge internet celebrities attract traffic
and accumulate popularity by sharing in-depth, interesting, and valuable content, and
realize economic benefits through online courses, brand marketing, and live streaming to
achieve a commercial loop.
From 2020 to 2023, the world was affected by the epidemic, and people stayed at
home for a long time, it stimulated the development of the online economy, such as
e-commerce, games, online courses, office collaboration software, and so on. Digital
teaching has become the infrastructure of major colleges and universities which has
catalyzed a large number of teachers to enter new media to share their precious
vi
knowledge with users across the country in need. They can optimize and adjust the video
content promptly according to the feedback provided by users with different educational
backgrounds in different regions, this is to teach students by their aptitude. Compared
with other types of internet celebrities, the knowledge internet celebrities, with their
in-depth content, professional analytical perspective, and humorous expression, has
opened a road for intellectuals to understand traffic, and gradually develop into a KOL
with the right to speak in the field of brand marketing in all walks of life, which has a
profound impact on consumer behavior. In this context, this study takes knowledge
influencers as the research object, studies and analyzes the factors that influence
consumers' purchasing behaviors in the context of short video marketing, and explores the
marketing characteristics of knowledge internet celebrities’ short videos.
Knowledge internet celebrities is the modern new clothing of traditional
intellectuals. As a KOL with professional knowledge and close source information in the
marketing market, in the process of marketing persuasion for consumers, what specific
image characteristics, communication content, expression, and persuasion situation can
have an impact on consumers and achieve a higher purchase conversion rate? Given this,
to explore consumer psychology in detail, this study uses the research method of
grounded theory and semi-structured interviews to obtain a large amount of original data
and then analyze it by three-level program coding. By comparing the logical relations
among various categories, it establishes the matching structural relationship and
preliminary theoretical model around the storyline of "consumer purchasing behavior".
After the theoretical saturation test, combined with the interview data, this paper analyzes
vii
the influencing factors and paths of knowledge internet celebrities on consumer
purchasing behavior.
A large amount of public data shows that the characteristics of knowledge
influencers as appearance, the perspective of explaining the content, the way of
expressing the content, and the construction of the use scenario are all important factors
that affect the purchasing behavior of consumers. Among them, the characteristics of
knowledge influencers, the perspective of explaining content, and the way of expressing
content can also promote consumers' purchasing behavior by affecting consumers'
perceptions. Consumers' perception plays an intermediary role between knowledge
influencers' characteristics, the perspective of explaining content, the way of expressing
content, and consumers' purchasing behavior. Finally, this paper expounds the marketing
strategies for the sustainable development of knowledge internet celebrities from three
aspects, aiming at providing feasible suggestions for the short video marketing strategy of
knowledge internet celebrities, providing rich and diversified knowledge talents for new
media, opening the visibility of netizen cognition, and providing reference significance
for the economic development of culture and knowledge areas of our country.
Key words: Knowledge internet celebrities; Consumption behavior; Grounded
theory

參考文獻
一、 中文部分
• 《2023中國視聽新媒體發展報告》
「https://baijiahao.baidu.com/s?id=1769372240168335320&wfr=spider&for=pc」
• 艾瑞諮詢，2020年，《中國在線知識問答行業白皮書》
「https://wenku.baidu.com/view/09f3744e7b3e0912a21614791711cc7930b77855.html?_wkts_=1717317940729」
• 大衛邁爾斯，2016年，《社會心理學》，侯玉波 樂國安 張智勇等，第11版，人民郵電出版社，北京
• 王峰，2023年第5期，《彌散：數位日常下的公共知識份子》，廣州大學學報（社會科學版），廣州
• 王梅，2021年，《從零開始寫小說》，電子工業出版社，北京
• 王雅琴，2008年，《探析卡爾霍夫蘭的說服研究》，東南傳播，新疆烏魯木齊
• 王希，2024年5月上第9期（總第153期），《短視頻內容營銷的傳播效果分析——以抖音平臺為例》，傳媒論壇
• 抖音熱點，巨量算數，2023年，《2023抖音年度觀察報告》
• 有米雲，有米有數，2024年，《Marketing抖音電商行銷趨勢報告》
• 李維，2020年，《短視頻行銷》，中華工商聯合出版社，北京
• 李婷，2022年第10期，《新時代“知識網紅”模式對高校輔導員工作的啟示》，教書育人（下旬刊）
• 成鑫，2023年4月，《知識型主播直播帶貨對消費者購買意願影響研究——以東方甄選為例》（碩士學位論文），河南工業大學
• 投資界，2023年11月8日，《快2024年了，知識付費還能走多遠？ 》
「https://finance.sina.com.cn/jjxw/2023-11-08/doc-imztxftn5324705.shtml」
• 段孟珂，2022年4月，《鄉村網紅對消費者購買行為的影響研究》（碩士學位論文），鄭州大學
• 陳明，尹嘉璐，2023年，《“種草”經濟下知識網紅的行銷策略》，青年記者
• 許紀霖，2023年第5期，《新媒體的反覆運算更替與知識份子的邊緣化》，廣州大學學報（社會科學版），廣州
• 費明勝，楊伊儂，2017年，《消費者行為學》，第2版，人民郵電出版社，北京
• 蟬媽媽，蟬媽媽智庫，2023年12月，《抖音電商視頻帶貨爆單指南》，洞見研報
• 劉明旭，2017年5月，《網路知識性脫口秀節目的傳播策略與運營模式研究——以羅輯思維為例》（碩士學位論文），華中科技大學

二、English Section
• Meltwater, 2024,《Digital 2024 Global Overview Report》
「https://www.meltwater.com/en/global-digital-trends」
• TrendHero, 2023, 《What is KOLs and How They Boost Your Marketing》
「https://trendhero.io/blog/kols-key-opinion-leaders/」