隨著全世界受到疫情的影響，線下市場的銷售遠不像以往，企業目前都積極拓展線 上市場，進而使網路代言的現象已司空見慣。2019 年崛起了另一種行銷代言手法， 稱之為關鍵意見消費者(Key Opinion Consumer, KOC)，有別於大眾都認知的 KOL， 他們為非公眾人物的消費領袖，目前學者對 KOC 之研究甚少，本研究為了探討 KOC 如何影響到消費者進而發展出衡量 KOC 之五大個人特質依序為:無獲利、接受變 革、不確定性和風險、創新性、相似性。
本研究以此五大特質為基礎，欲探討哪一個特質對於提升來源可信度或社群媒體參 與有直接影響，並以權力距離做為調節因子，最後在對購買意願進行研究。本研究 共發放 319 份問卷，研究結果顯示，五大個人特質均都與來源可信度和社群媒體參 與有顯著關係，後兩者變數均能對購買意願產生正向影響力。而特質「無獲利」對 於來源可信度的解釋力最強，特質「創新性」則對於社群媒體參與的解釋力最強， 且權力距離與 KOC 個人特質與來源可信度之間存在調節效果，以此對廠商在未來選 擇代言人時以及未來相關研究提出管理意涵與建議。

In 2019, another marketing endorsement method has emerged, called Key Opinion Consumer (KOC). Different from KOLs known to the public, they are consumer leaders who are not public figures. At present, scholars have very little research on KOC. In order to explore how KOC affects consumers, this study develops five personal traits to measure KOC in order: nonprofit behavioral, accepting towards change, cope with uncertainty and risk, innovativeness, and high degree of similarity. Based on these five traits, this study aims to explore which trait has a direct impact on improving source credibility or social media engagement, and used power distance as a moderator, and finally studies purchase intention.
A total of 319 questionnaires were distributed in this study. The results showed that all five personal characteristics were significantly related to source credibility and social media engagement, and the latter two variables had a positive impact on purchase intention.

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