Abstract: In recent years, people have become more inclined to independently search for topics and things of interest on social media, and even complete consumption through sharing the consumption experience of others and live streaming sales. Many tourism companies choose to use social media for online marketing, achieving more convenient, rapid, and direct satisfaction of personalized needs of tourists, and achieving impressive results. Among them, KOC (Key Opinion Consumer), as a grassroots opinion leader, has become an effective means of rapid marketing and promotion of enterprise products. However, many rural tourism destinations are unable to effectively evaluate the marketing effectiveness of KOCs when exploring various marketing combinations of social media, or cannot determine which link in the KOC marketing process has led to an increase in tourists visiting rural tourism destinations. The uncertainty and contingency of this investment cannot guarantee steady sales growth. So, what kind of KOCs should rural tourism destinations choose, and what marketing strategies and steps should be formulated to significantly improve the attractiveness of rural tourism destinations?
   In this situation, analyzing the factors that affect tourist consumption behavior under the KOC marketing model will become the key for many rural tourism destinations to choose KOCs, and also an important reference for them to choose which marketing method. However, there is currently relatively little research in the academic community on KOC as a new marketing method. Therefore, this article takes the rural tourism industry as the research entry point, analyzes the impact of KOC marketing on the consumption behavior of rural tourism tourists, explores the impact of KOC marketing strategies on rural tourism revenue, and provides effective reference or guidance for rural tourism marketing managers in their marketing strategies on social media platforms. This fills the gap in KOC marketing lacking theoretical support and also in research on social media marketing strategies in rural tourism scenarios, and provides theoretical support for tourism consumption behavior based on new marketing scenarios.
Based on the network characteristics of KOC marketing, this study selects the “AISAS” model for analyzing online tourist behavior and the classic model in the field of advertising marketing—the hierarchy of effect models (HOE), as the main theoretical basis, to construct a theoretical model for the impact of KOC marketing on the consumption behavior of rural tourist destinations. The study uses SPSS 24.0 and AMOS 24.0 for data analysis and finds that in the KOC marketing process, six factors, including relevance, comments, quality, personal charm, promotion, and KOC’s online activity, can significantly and positively affect tourists’ attention and interest in rural tourism destinations. The positive emotions of tourists will significantly affect their search, purchase, and sharing behavior towards rural tourism destinations. However, the interaction between KOCs and tourists does not significantly enhance their positive emotions, and excessive interaction may actually have a negative impact.
So, what kind of interaction can promote tourists to generate positive emotions? In this study, 10 consumers who have purchased products through KOC marketing are interviewed, and the results show that the intimacy between consumers and KOCs determines what kind of interaction frequency or method KOCs should choose. The intimacy of relationships can be divided into three categories: strong relationships, moderate strength relationships, and weak relationships. Under strong relationships, KOCs and fans have strong stickiness, and frequent interactions can bring very stable and positive emotions. Under moderate intensity relationships, KOCs need to focus on the product itself, reduce unnecessary interactions, and directly promote consumption by cutting to the theme. Under weak relationships, KOCs can make passersby feel cared for at all times through patient and meticulous explanations, timely and warm replies, etc., thereby generating a sense of goodwill and trust, and thereby amplifying their purchase intention.
Finally, for the limitations and prospects of the research, the theoretical model of this study is constructed in the order of “cognition emotion behavior”, which may not necessarily cover real consumption scenarios. In the future, this study can exchange cognitive and emotional variables for analysis, which may lead to more comprehensive and convincing results. Moreover, the questionnaire will be distributed to more online samples in the future to obtain more representative and reliable data.

Key words: KOC marketing, rural tourism destinations, consumer behavior, AISAS model, effect hierarchy model

摘要： 基于KOC营销的网络特性,本研究选用了网络游客行为分析的“AISAS”模型和广告营销领域的经典模型——效果阶层模型(Hierarchy of Effects Models, HOE),作为主要理论依据,构建了KOC营销影响乡村旅游地游客消费行为的理论模型。以期获得KOC营销过程中,显著影响游客消费行为的重要因素,从而为提升乡村旅游地吸引力,提出针对性更强的营销策略与建议。使用SPSS 24.0和AMOS 24.0进行数据分析发现,KOC营销过程中,KOC发布内容的相关性、评论、质量、个人魅力、促销和KOC的网络活跃度这六个因素能显著正向影响游客对乡村旅游地的关注和兴趣;游客的这种积极情感会显著影响他们对乡村旅游地的搜索、购买和分享行为。而KOC与游客的互动并不能显著提升游客的积极情感,过多的互动反而可能造成负面影响。那么,什么样的互动可以促进游客产生积极情感呢？对此,本研究深入访谈了10位曾通过KOC营销购买过产品的消费者,质性分析结果显示,消费者与KOC的关系亲密度决定了KOC选取互动的频率或方式。

关键词: KOC营销, 乡村旅游地, 消费行为, AISAS模型, 效果阶层模型