本研究以「吃喝玩樂整合行銷（MYDNA售票網）」為個案，探討中小型票務平台如何在數位廣告成本攀升、且無力聘請高價網紅的資源限制下，運用「微網紅與關鍵意見消費者（KOC）」的互惠體驗與邀請碼分潤模式，突破流量獲取困境並影響消費者的購票決策。

並以「策略行銷 4C 架構」（邱志聖，2020）作為核心分析工具，結合 MYDNA 平台之實際導購後台數據進行實證分析。研究蒐集三位長期合作親子網紅之分潤訂單紀錄，共計 1,623 筆有效訂單，總導購銷售額達新臺幣 172 萬餘元，據以拆解網紅行銷如何具體降低消費者之四大交易成本。

研究發現，網紅行銷能有效降低買者的外顯單位效益成本、資訊搜尋成本與道德危機成本，並透過粉絲經濟與一站式服務提高專屬陷入成本。再者，不同屬性網紅呈現三種顯著差異之樣態——「社群走量型」以短影音創造高頻、低單價之衝動型訂單，「穩定社群型」維持中低單價之穩定導購，「圖文高單價型」則帶來高單價之規劃型訂單。最後，最具反直覺之發現為，粉絲數最少之「社群走量型」網紅，反而創造最高之導購總銷售額，強力推翻「粉絲數即帶貨力」之迷思，證實「受眾精準度」與「內容信任感」才是驅動轉換的關鍵。

此外，本研究亦指出，MYDNA 之競爭優勢不僅來自網紅導購，更源於其「實體門市與統一發票」所建構的信任基礎，以及滿足企業福委會「一站式購足與報帳」需求所形成的高專屬陷入成本（C4）。此一 B2B 機制有效鞏固了企業客群、創造穩定現金流，構成網紅行銷得以持續發揮效益的商業模式底盤。本研究最終提出中小企業之網紅資源配置 SOP，供實務界參考。

This study uses MYDNA Ticket Ltd., a Taiwanese integrated marketing ticketing platform, as a case study to examine how a small and medium-sized enterprise (SME) overcomes rising digital advertising costs through a reciprocal-experience and referral-commission model built on micro-influencers and Key Opinion Consumers (KOCs).

Using a case-study approach and Chiu's (2020) Strategic Marketing 4C framework as the analytical lens, this research analyzes 1,623 valid affiliate orders (totaling over NT$1.72 million) from three long-term partner influencers. The findings reveal that: (1) influencer marketing effectively reduces buyers' explicit unit-benefit cost, information-search cost, and moral-hazard cost, while increasing asset-specificity (lock-in) cost; (2) three distinct influencer archetypes emerge; and (3) most counterintuitively, the influencer with the fewest followers (approximately 20,000) generated the highest sales (nearly NT$900,000), significantly outperforming those with much larger fan bases. This explicitly refutes the myth that follower count equals selling power, confirming that 'audience precision' and 'content trustworthiness' are the true drivers of conversion. The study concludes with a resource-allocation SOP for SMEs.

The study further shows that MYDNA's competitive advantage stems not only from influencer-driven traffic but also from its trust infrastructure, including a physical storefront, official invoices, and one-stop B2B procurement services, which strengthen customer lock-in and support the sustainability of its influencer marketing model.

一、中文文獻
內政部警政署（2024）。165 打詐儀表板：詐騙案件與財損統計。取自 https://165dashboard.tw/
邱志聖（2020）。策略行銷分析：架構與實務應用（第五版）。台北市：智勝文化。
Klook（2024）。2024 亞太區旅客脈動大調查。Klook 客路。

二、英文文獻
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52.
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion: Psychological studies of opinion change. Yale University Press.
Katz, E., & Lazarsfeld, P. F. (1955). Personal influence: The part played by people in the flow of mass communications. Free Press.
Kamins, M. A. (1990). An investigation into the "match-up" hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of Advertising, 19(1), 4-13.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from traditional to digital. John Wiley & Sons.
McCarthy, E. J. (1960). Basic marketing: A managerial approach. Richard D. Irwin.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52.
Osterwalder, A., & Pigneur, Y. (2010). Business model generation: A handbook for visionaries, game changers, and challengers. John Wiley & Sons.
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97–105.
Sugiyama, K., & Andree, T. (2011). The Dentsu way: Secrets of cross switch marketing from the world's most innovative advertising agency. McGraw-Hill.
Thaler, R. H. (1985). Mental accounting and consumer choice. Marketing Science, 4(3), 199–214.
Williamson, O. E. (1975). Markets and hierarchies: Analysis and antitrust implications. Free Press.
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). Sage Publications.
Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341-352.