隨著社群媒體平台的興起，帶動著創新行銷方式的蓬勃發展，社群媒體影響者（Social Media Influencers）也隨之快速崛起。在亞洲市場上，這些影響者通常被稱為「關鍵意見領袖」（Key Opinion Leaders, KOLs）。當品牌商持續提高給影響者的行銷預算，而影響者與KOL也透過品牌合作進一步拓展其數位廣告影響力，我們極需進行公共意見研究來探討其對消費者的影響以及此影響如何因文化脈絡而產生差異。
本研究採用跨文化比較研究設計，探討千禧世代（Millennials）與Z世代（Generation Z）消費者之間，追蹤流行文化內容（包括KOL）、KOL參與程度、對影響者影響公共意見之擔憂，以及每月線上消費支出之關係。臺灣樣本使用2022年臺灣傳播調查（Taiwan Communication Survey, TCS）資料，該調查為採用分層多階段機率比例抽樣（Probability Proportional to Size, PPS）設計之全國代表性調查。美國樣本則來自研究者自行設計，並透過Qualtrics平台施測之問卷。調查對象為相同年齡層之美國成年人。
本研究以精細化可能性模式（Elaboration Likelihood Model, ELM）、擬社會互動理論（Parasocial Interaction Theory）及偶像依附理論（Idol Attachment Theory）為理論基礎，運用Hayes PROCESS Model 7 調節式中介分析（moderated mediation analysis）來檢驗KOL、影響者參與程度是否在追蹤者身分與線上消費支出的關係中發揮中介作用，並對影響者影響力的擔憂是否調節此間接效應。
研究結果顯示出明顯的跨文化差異。在臺灣與美國，追蹤者身分皆能顯著預測KOL參與程度。然而，KOL參與程度僅在美國樣本中能顯著預測線上消費支出，因此中介效果僅獲得美國樣本支持，而未在臺灣樣本中成立。此外，對影響者影響公共意見之擔憂在兩個樣本中皆未顯著調節此間接效果。
進一步的探索性分析發現，不同社群平台呈現特定模式。例如，在臺灣與美國樣本中，Facebook使用與線上消費支出呈現正向關係。在美國樣本中，以平台參與程度為基礎的分析顯示，Instagram、Facebook、X、YouTube及TikTok均支持中介效果；而以接觸程度為基礎的分析則顯示，追蹤更多影響者會直接預測較高的消費支出，且此效果獨立於參與程度之外。

The rise of social media platforms has led to innovative marketing techniques and the rise of social media influencers, also commonly referred to as “key opinion leaders” (KOLs) in Asian markets. As brands contemplate influencer marketing budgets and influencers and KOLs grow their platforms and collaborate with brands to move into online advertising, there is a growing need for public opinion research to measure the effect on consumers and how these effects vary across cultural contexts.
This study used a cross-cultural comparative design to investigate the relationship between following popular culture (including KOLs), KOL engagement, concern about influencer impact on public opinion, and monthly online spending among Millennial and Generation Z consumers. The Taiwanese sample utilized data from the 2022 Taiwan Communication Survey (TCS), a nationally representative survey based on a stratified multi-stage probability proportional to size (PPS) sampling design. The US sample consisted of an original Qualtrics survey administered to American adults in the same age groups. Guided by the Elaboration Likelihood Model (ELM), Parasocial Interaction Theory, and Idol Attachment Theory, this study employed PROCESS Model 7 moderated mediation analyses to examine whether KOL/Influencer engagement mediated the relationship between follower status and online spending and whether concern about influencer influence moderated this indirect effect.
Results revealed notable cross-cultural differences. In both Taiwan and the United States, follower status significantly predicted KOL engagement. However, KOL engagement significantly predicted online spending only in the US sample, resulting in a supported mediation effect among American participants but not among Taiwanese participants. Concern about influencer impact did not significantly moderate the indirect effect in either sample. Exploratory analyses further revealed platform-specific patterns, including a positive relationship between Facebook use and online spending in both countries. In the US sample, platform-specific engagement models supported mediation across Instagram, Facebook, X, YouTube, and TikTok, while exposure-based analyses suggested that following more influencers directly predicted higher spending independent of engagement.

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