隨著社群媒體的普及，關鍵意見領袖（Key Opinion Leader, KOL）行銷已成為品牌與社群媒體使用者溝通的重要策略。KOL 憑藉其個人魅力與專業度，透過社群媒體傳遞品牌信息，影響消費者的購買決策。為探討社群媒體中關鍵意見領袖，所具備來源可信度（吸引力、專業度、可靠性）與知覺價值（娛樂性、資訊性）對社群媒體使用者「信任度」與「顧客黏著度」之影響，並進一步檢視「信任度」是否在此過程發揮中介作用。並區分「電子產品」與「食品類」兩個產品領域進行比較分析，藉以了解不同產品領域涉入程度對 KOL 影響機制差異性。
採用量化研究方法，透過線上問卷回收來自台灣地區 302 位社群媒體使用者的有效樣本，分別針對 KOL 推薦之電子產品與食品類進行調查。研究結果顯示，來源可信度與知覺價值構面對「信任度」多呈顯著正向影響，顯示 KOL的特質與作品內容為建立信任的重要基礎。「信任度」亦對「顧客黏著度」具顯著正向影響，支持其為 KOL 影響機制中的關鍵中介變數。不過在特定領域中觀察到負向影響現象，如電子產品領域中「資訊性」對顧客黏著度呈負向影響、食品類中「專業度」對信任度亦呈負向顯著，顯示 KOL 特質影響消費者行為之效果仍需視產品類型與使用者認知差異調整。本研究驗證來源可信度與知覺價值模型於KOL研究中的適用性，亦提供企業於不同產品領域選擇 KOL 與內容設計之參考建議，具理論與實務之應用價值。

With the widespread adoption of social media, KOL (Key Opinion Leader) marketing has become an essential strategy for brands to communicate with social media users. KOLs leverage their personal charisma and professional expertise to convey brand messages through social media platforms, thereby influencing consumers' purchasing decisions. This study explores how the source credibility (attractiveness, expertise, trustworthiness) and perceived value (entertainment and informativeness) of KOLs affect social media users’ trust and customer stickiness, and further examines whether trust serves as a mediating variable in this process. In addition, the study compares two product categories—electronics and food—to investigate how varying levels of product involvement influence the mechanism by which KOLs exert their impact.
A quantitative research method was employed, using an online questionnaire to collect 302 valid responses from social media users in Taiwan. Respondents were surveyed regarding their experiences with KOL endorsements in the electronics and food categories. The results reveal that the influence mechanism of KOLs is largely consistent across both domains, with most attributes of source credibility and perceived value having a significantly positive impact on trust, which in turn positively affects customer stickiness. The mediating role of trust was also confirmed across both categories.
However, some negative effects were observed in specific contexts—for example, informativeness negatively influenced customer stickiness in the electronics category, potentially due to information overload; meanwhile, expertise negatively affected trust in the food category, suggesting that overly technical or distant content may reduce perceived authenticity. These findings indicate that the effectiveness of KOL characteristics in shaping consumer behavior varies depending on product type and user perceptions.
This study validates the applicability of the source credibility and perceived value model in the context of KOL research and provides theoretical and practical insights for businesses in selecting KOLs and designing content strategies across different product categories.

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