本研究將社群媒體結合KOL之行銷概念應用於金融業，以日常有使用社群媒體習性的使用者為研究對象，探討當KOL對金融商品或服務進行內容創作時，使用者的接受度與影響態度和行為意圖的程度，並透過問題過濾不曾追蹤KOL以及不曾使用或購買金融商品服務的使用者，以符合整體的有效性。正式問卷實際填答共262份，扣除無效問卷60份，共計202份有效問卷，有效回收率77%。隨後進行信度分析、相關分析、迴歸分析及單因子變數分析ANOVA。
研究結果發現： (1) 使用者的功能價值、成本價值與象徵價值會顯著影響其對KOL於社群媒體中行銷金融商品/服務的態度； (2) 使用者的功能價值、情感價值、成本價值與象徵價值皆會顯著影響其對KOL於社群媒體中行銷金融商品/服務的行為意圖； (3) 使用者的功能價值、成本價值及象徵價值在影響其對KOL於社群媒體中行銷金融商品/服務的行為意圖的過程中，態度確實扮演著重要的中介角色，效果為部分中介； (4) 使用者對於社群媒體上與金融商品/服務相關之UGC，內容品質、內容可信度、來源可信度皆重視，對於KOL與金融商品/服務適配元素為專業度與信賴度； (5) 對於KOL於社群媒體中行銷金融商品/服務所感受之知覺價值各維度及態度，社群媒體日常使用時間較少者顯著小於使用時間較大者。

This research applies the marketing concept of social media and KOL to the financial industry. To takes users who have the habit of using social media as the research object to explore the acceptance of users when KOL creates content for financial products or services. Affect the degree of attitude and behavioral intentions, and filter users who have never tracked KOLs and have never used or purchased financial products and services through problem filtering, to comply with the overall effectiveness. A total of 262 formal questionnaires were filled out, and 60 invalid responses were deducted, resulting in a total of 202 valid responses. The effective response rate was 77%. Then carry out reliability analysis, correlation analysis, regression analysis, and One-Way ANOVA.
The results of the research found that: (1) The functional value, cost value, and symbolic value of users will significantly affect their attitudes towards KOL marketing financial products/services in social media; (2) The users’ functional value, emotional value, cost value, and symbolic value will significantly affect KOL’s intention to market financial products/services on social media; (3) In the process of users' functional value, cost value, and symbolic value influencing their behavioral intentions of KOL’s marketing of financial products/services in social media, attitudes do play an important intermediary role, and the effect is a partial intermediary; (4) Users pay attention to UGC, content quality, content credibility, and source credibility related to financial products/services on social media, and the appropriate elements of KOL and financial products/services are professionalism and trust; (5) For KOL’s perceived value and attitudes in marketing financial products/services in social media, people who spend less time on social media on a daily basis are significantly less than those who spend more time.

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