現今網路時代當道，隨著網紅勢力的崛起，產品廠商與廣告業者紛紛從傳統平面媒體轉向網路發展，相較於過去廣告訊息傳遞方式，社群媒體行銷為當今更有效的行銷方式，本研究以影音部落客之開箱影片作為研究主題，探討消費者受到社群媒體行銷刺激後所造成知覺信任之變化，進而對其知覺價值與後續之分享意圖與購買意圖之影響。
本研究為採用問卷調查法，並以便利抽樣之方式蒐集問卷，以437位觀賞過YouTube中開箱影片之觀眾作為研究樣本。以SmartPLS 3.0作為分析工具，以進行假說驗證。本研究結果發現社群媒體行銷之娛樂性、時尚性與口碑顯著與正向地影響知覺信任，接著顯著正向影響知覺價值，進而顯著與正向地影響行為意圖。最後，根據本研究之結果發現，提出實務建議予影音部落客和廣告廠商作為決策參考依據。
As the era of Internet had come and Internet celebrities also have risen. Product manufacturers and advertising companies have shifted their attention from traditional printed media into online network. Instead of normal advertisement in the past, so-cial media marketing is more effective for marketing in recent days. The purpose of this study is to examine the effects of social media marketing on consumers’ per-ceived trust, and in turn, affects perceived value, further influence sharing intention and purchase intention.
The research method of this study is to use the survey questionnaires. A total of 437 respondents who had watched an unboxing video on YouTube was taken as the subjects. The hypotheses were verified via SmartPLS 3.0. The results showed that entertainment, trendiness, and word of mouth from social media marketing signifi-cantly and positively affect the perceived trust, and perceived trust also has a signif-icant and positive influence on perceived value, further affect the sharing intention and the purchase intention. Finally, the result of this research will provide for YouTubers and advertising companies for their strategy.
