探討美妝影音部落客及影片內容品質對知覺信任及購買意圖之影響

CCUR > College of Business > Master of Science in marketing > Thesis > Item 987654321/44473

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/44473

Title:	探討美妝影音部落客及影片內容品質對知覺信任及購買意圖之影響 Exploring the Impacts of Beauty Vloggers and Video Content Quality on Perceived Trust and Purchase Intention
Authors:	陳美儒 (Chen, Mei-Ju)
Contributors:	行銷碩士學位學程碩士班
Keywords:	影片內容品質外表吸引力態度同質性擬社會互動知覺信任購買意圖 video content quality physical attraction attitude homophily para-social interaction perceived trust purchase intention
Date:	2018
Issue Date:	2019-06-10 14:48:32 (UTC+8)
Abstract:	隨著數位影音技術日益進步，從早期的部落格轉型為影音部落格，然而許多類型之影音部落客亦隨之出現，其中以美妝部落客分享商品類型最受歡迎。因此，本研究目的為審視美妝影音部落客之影片內容品質及擬社會互動對消費者知覺信任及購買意圖之影響。本研究對象為台灣地區曾觀看美妝影音部落客之消費者。本研究採用網路及紙本問卷進行調查，並採用便利抽樣蒐集資料。最後，共計回收有效問卷330份以作為本研究分析所用。本研究使用SmartPLS 3.0從事結構方程模式分析及假說檢定。本研究發現影片內容品質及擬社會互動顯著與正向地影響消費者之知覺信任，進而顯著與正向地影響其購買意圖。再者，美妝影音部落客之外表吸引力及態度同質性對擬社會互動亦有顯著與正向地影響。最後，依據本研究之結果發現，提出實務建議予美妝影音部落客作為經營決策之參考依據。　　Along with the progress of digital video technology, the early blog has transferred to digital video blog. However, digital video bloggers have various types, and the most popular digital video blogger is the beauty video blogger. Thus, the purposes of this study are to examine the impacts of the video content quality and para-social interaction (PSI) on perceived trust and purchase intention. The participants who had watched the digital beauty video in Taiwan are the subjects. This study uses Internet and paper questionnaires to collect data through the convenient sampling. A total of 330 valid questionnaires are obtained for the use of our analysis. In this study, SmartPLS3.0 is used to analyze structural equation model and hypotheses testing. This study shows that the video content quality and attitude homophily significantly affect the perceived trust, and in turn, affects purchase intention. Furthermore, physical attraction and attitude homophily of digital beauty video bloggers also significantly and positively affect PSI. Finally, based on the results, the practical implications are offered to the beauty video bloggers to serve as the reference of decision-making.
Appears in Collections:	[Master of Science in marketing ] Thesis

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